You and I need to talk. That’s right, you. That person who uses Buffer or HootSuite or Triberr to pre-schedule your tweets for days, weeks, or even months at time. We need to chat. Now I’m not mad at you. I don’t want you to worry about that. But this is what we call a teachable moment. See, I’m willing to bet that at some point or another you heard the tip that for every promotional tweet you send out, there should be a higher ratio of tweets that promote someone else. When platforms like Buffer and Triberr came along, you probably thought, “Wow, this is great! Now I can send out tons of tweets that are simply sharing other people’s blog posts. I can simply check boxes (in the case of Triberr) and my tweets will go out every twenty minutes for just about as long as I want. I bet you thought that all of those tweets would show that you were really caring caring about and contributing to your community, too. There is a little problem though. This penchant for pre-scheduled automated tweets is making you look bad. Really bad. This is not helping you. It is hurting you. Here are 10 reasons why.
1. You’ve stopped signing into Twitter, haven’t you? Go ahead and admit it. I’ve heard some of you admit it. “I set up my tweets and then I don’t look at Twitter for a week or two.” Meanwhile, one of the posts you shared may have created massive adoration or negative chaos and you have no idea. Or even more to the point, people are tweeting at you and you aren’t responding. Remember that “engagement” word? It’s still important.
2. It simply looks like you don’t care. Especially if you use Triberr, the tweet format is a dead give-away. The frequency of your blog post shares is also a clue. People can tell that you are going through the motions or “phoning it in” as some people say.
3. Your tweets are out of date, in case you didn’t know. I saw in my feed a few tweets about the holidays coming up, which would be great except the holidays in question were Christmas and New Years and the tweet showed up in April. This shows that not only is your Twitter presence on auto-pilot, you aren’t even caring enough to think about when some of your tweets may show up.
4. Your tweets are making you look misinformed or unaware. If you are tweeting posts that are mentioning how Google Plus may be the next big thing in 2014, it’s apparent you have not considered the recent grumblings about Google Plus being potentially downsized by Google. If you have a tweet going out 3 months from now about how the FCC will vote on the net neutrality issue, you will look similarly uninformed.
5. All of your tweets are promoting the same people over and over. Because you are relying on a Triberr community in many cases, you are not expanding your horizons unless the community itself expands. For new people you may meet at a conference or just in life, this can feel like you are ignoring them.
6. Your tweet might go out at an unfortunate time if you aren’t monitoring what your account is doing. This happened last year during the Boston Marathon bombing tragedy. Tweets were going out promoting posts about how people trained for the marathon and what a happy day it was going to be. In the context of what had just happened, none of those accounts looked good.
7. You might be tweeting contradictory posts, a sign that you also did not read much of what you are now tweeting.
8. You might have recently voiced a change in opinion on an issue, but you just tweeted a post reflecting your former point of view. This becomes quite confusing for your followers and makes you look confused, at best.
9. You are not offering your followers any new information. They probably saw some of those posts back when they first were published.
10. You could very easily be mistaken for a spam-bot. That is never a good thing.
By the way, if you are a marketer or a consultant who preaches to your clients that engagement is essential, that marketers need to humanize their presence online, and that building a community is a key for businesses today, each of these ten negatives counts double for you. It is essential to walk your talk.
Now that we’ve had this conversation, I hope it’s clear why your pre-scheduled tweets are probably doing you more harm than good. If you have any questions, leave them in the comments section below!
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