Making the Most of Social Media Engagement Automation

Ask most executives and managers why they are not more engaged with social media, knowing that it can build and extend their personal and professional brand, and they’ll respond that they don’t have time. Automation can help.

Automating engagement is not robotic, it’s more human

What we mean by “automating engagement” is not building a chatbot to respond on your behalf. Even in 2019, that would still be challenging!

Chatbot fail

Automating Disengagement

What we mean is to be able to be more responsive. Being more responsive shows the people that engage with you that you care about their attention, and respect it.

That’s being more human.

The way to do that is by using social media management tools which offer advanced automation.

How easy would it be if you could get an email and a digest of direct messages to nominated accounts, or segregate your comments on Instagram from comments on your LinkedIn posts, or send specific types of responses to your support team to vet for you? This can all be done.


By connecting these type of advanced tools to your social accounts, they can then differentiate the types of incoming messages on your different social channels.

In the image above the tool allows for the selection of certain types of incoming messages, in this case including Twitter Direct messages and messages received on Facebook Messenger.

These conditions all form part of a larger filter to send responses down the different funnels you desire in order to organise your life most effectively.


For example, once the messages are placed into a defined “bucket”, in which all messages in that bucket are to be treated in the same way, then it is simply a matter of defining who should be notified, including yourself.

Automate to your way of working, and your team’s

For example, you might want you and one of your team to see an email, you may just want a person to have the messages assigned to them in the system, and they check in regularly, or you may just want to see them separated into various columns and you yourself check in once a day.



For example, all the messages in one “bucket” could be made to appear in one logical column “Direct Messages Today”. Or they could be further filtered into multiple columns e.g. “LinkedIn Profile Comments”.

Automation-Linkedin-Profile-CommentsThe objective is to design the automation to maximise the value of your time and attention, and to build the optimum responsiveness with your key audiences in social media.

Working with you, the KINSHIP team can do all sorts of wonders with your incoming messages:

  • Filter by social channel, and message type e.g. Direct Messages on Twitter versus Comments;
  • Bring more urgent or ephemeral messages to your attention e.g. Messages from an Instagram Story;
  • Triage messages by sentiment e.g. send you or your team the negative mentions ASAP;
  • Triage messages by keywords e.g. by a location of one of your outlets;
  • Triage by all of the above, and create digests and display columns equally finely separated by use case.

This not only makes life more efficient and effective, it also helps you understand how to post content which generates the most interest and engagement.

And of course, you can action it on your mobile phone as well if you wish (as can your team).


Even just from a purely personal view of maximising your own return on investment on time spend on social media, automation makes the most sense.

Contact Us for social media audits, strategy, and for augmentation of your customer experiences enhanced by social data – and to help you free your time with engagement automation.

—– Walter Adamson
LinkedIn /adamson

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