Why Is Using Too Many Automation Tools Bad for Your Business?

Everybody wants to have an incredible social media presence. Talk of social media and brand positioning will be the first thing that’ll come to your mind. The likes of Twitter, Facebook, and Instagram are formidable tools to garner likes and comments. Quite unfortunately, the social side of things is being overtaken by automation. Interestingly, automation does make your life easier, but it can also rip the heart out of your consumer interaction initiatives if used excessively.

It goes without saying that automation is the next big thing in the world of business. More and more, businesses seem to be embracing automation. According to an age-old saying: "Anything and everything in excess is harmful." The idea to automate your social media posts and other processes happens to be no different. Now, the question arises: what exactly can go wrong with social media automation? Well, quite a lot, to say the least.

Here’s why too much automation is bad for your business:

1. AI Bots Don’t Know What’s Good and What’s Not

Of late, Artificial Intelligence (AI) has been taking giant strides, but social media bots can’t determine what’s appropriate and what's not. Automating social media posts can be considered "anti-social" by some.

Let us take an example of Twitter: Suppose, you prepare a tweet saying: "See you at the concert in London today." You prepare it ten days before the concert is scheduled to be held. The tweet is scheduled to go live six hours before the concert. If the organisers are unable to hold the concert for any given reason, then the people who have already bought the tickets need to be informed about the cancellation. Now, if the tweet goes live six hours before the concert, the audience will tear the event company apart. This is why automation can prove to be dangerous.

2. Real-Life Situations Are Uncertain

Some "real-life" situations have the power to turn your tweet into something insensitive. If a natural calamity (flood) is wreaking havoc, you cannot afford to let your promotional posts go live. Not only will it tarnish your company’s reputation, but will also make you look insensitive.

3. Personal Touch Gets Affected

Social media is all about interacting with your audience. It is about providing them with experiences that they’ll never forget. Also, social media enables companies and customers to have intimate interactions. As a consumer, you can always go online and suggest improvements in the present set of products you are using. If all of this is automated, then you’ll get computer-generated replies the moment you post a query on online discussion forums. When this happens, intimacy would go for a toss. Consumers don’t want automated replies, they want experiences and discussions that provide them with a solution. A solution that will put an end to their present set of worries (related to the product).

4. Sales Automation Is Even Worse

Some of you might disagree, but sales just cannot be integrated with automation. Automation’s integration in salesforce will lead to a loss of interaction. In all fairness, sales reps can be approached easily. You can ask them to share their contact numbers. You can get in touch with them whenever you want. All of these "luxuries" won’t be available once all of this gets automated. You’ll be getting computerized answers. Gosh! That’ll be boring.

Conclusion

To top it all, automation is necessary, but if companies want desirable results, then automation and human interference have to co-exist. It has to be a blend of the two. One is incomplete without the other. Technology can be accurate, but it can never be intimate.