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You Can’t Trust the Tools: The Importance of Human Touch in Social Media

You Can’t Trust the Tools: The Importance of Human Touch in Social Media

Managing your social media is a time consuming task. Curating content to disseminate to your followers, drafting posts that not only engage your fans, but are also optimized for your key phrases, answering messages and responding to comments on your page; it can sometimes seem like a full time job. Social tools like Hootsuite allow you to efficiently schedule your posts ahead of time, preventing your pages from going stale even when you don’t have the time to post each day. As much as we advocate for planning your social posts and scheduling them in advance, relying solely on social tools can get you into hot water. Sometimes you need to be smarter than the technology.

Case in point: recently, we were reviewing a client’s LinkedIn page and noticed that the most recent post on the page was from several months ago. This client maintains their own social media via Hootsuite, so we checked all of the LinkedIn pages for clients who use this tool for their social presence. In doing so, we realized that this was most definitely a LinkedIn/Hootsuite compatibility issue: each client who had been using Hootsuite to schedule their LinkedIn posts had stale LinkedIn pages. We promptly notified each client so they could investigate the disconnect, but our ultimate advice was to post directly through LinkedIn from here forward. This situation served as a reminder to us all that we should not put blind faith in technology.

Three lessons in particular stand out to us:

  1. If You Don’t Check, You’ll Never Know:

    Even though you’ve scheduled posts through a social tool and it’s telling you that they’ve gone live, you’ll never truly know if they’ve propagated without checking the actual page. In each of our clients cases, they did not realize there was an issue as Hootsuite told them their scheduled posts had been pushed live. Glancing at the actual LinkedIn page would have revealed that this was not the case.

  2. Choose the Best Tool for the Job:

    While social tools like Hootsuite are great time savers, they aren’t always right for every platform. Aside from the obvious issue regarding the disconnect between the tool and the LinkedIn, the older posts that had been pushed from Hootsuite were not aesthetically appealing as posts generated directly on the platform. Even when a thumbnail image was chosen for the link preview, links were posted as shortened links, without images, producing bland posts. Using LinkedIn directly would allow them to immediately see how the posts would look, ensure that images were included to maximize impact, and make adjustments accordingly.

  3. Time is of the Essence:

    The last, and arguably most important lesson, is that social platforms must be checked and the effectiveness of social tools reviewed with great frequency or you run the risk of allowing your social presence to become stale. Set aside some time each week after you’ve scheduled your posts to check each platform you’re maintaining with a social tool like Hootsuite. Have all of the posts that it’s telling you went through actually propagated? Are the posts aesthetically appealing? If you answered no to either of these questions, you may want to consider another tool or post directly through the platform itself. This may take a bit more time, but it’s well worth it to maintain your social presence.

A final note:

this situation also reveals the importance of working with a social media company who adds a human touch to their services. You want to ensure that content is being found, written, and schedule by a real person – one who is smarter than the technology he or she uses and takes the time to double check the work!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office