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Read Before Replying: Bots & Business Social Media Don’t Mix

Read Before Replying: Bots & Business Social Media Don’t Mix

Marketing your business on social media takes time – a lot of time. Facebook, Twitter, and Pinterest are ‘on’ 24 hours a day, 7 days a week. You never know when people will comment on any of these platforms – but you do know that people expect very rapid responses to all of their comments. The bigger the brand, the greater the expectations for a rapid response are.

That’s why you’ll see some companies resorting to the use of bots for social media management. A bot is a simple computer program that does one task, such as scanning Twitter for any mention of a company’s name, and upon finding the name, posting a positive comment in reply.

Let’s say you’re the owner of Steve’s Sausages. You might use a bot this way, so that when someone Tweets “Having a great BBQ with @StevesSausages on the grill!” your customer gets a reply that says, “Thanks for choosing Steve’s Sausages for your fun time!”

There’s only problem with this approach. Bots that scan Twitter aren’t actually ‘reading’ the text. They’re programs set to recognize certain keywords. Bots don’t understand context or emotional tone – but the people who are Tweeting definitely do.

Comedians targeted Pace Salsa, a brand that was apparently using bots for social media management, for some laughs. You can read about it here (it’s definitely NSFW!) but if you want the short version, the comedians created obscenity-filled Tweet after Tweet regarding Pace Salsa, to which the bot consistently replied, “Grab The Southwest By The Bottle”.

The exchange quickly went viral – which was NOT the type of publicity Pace Salsa was hoping to achieve with their Twitter presence. The Twitter account was shut down, and even though there’s now some question about whether the Pace Salsa Twitter was authorized or under the control of an ad agency, the fact remains that the presence, which had been promoting Pace for months, is now not operational.

The lesson here is simple: just because you can use technology for something doesn’t mean you should. Bots may have saved Pace Salsa time and labor costs associated with monitoring and responding to relevant tweets, but they just weren’t capable of exercising the type of human judgment essential to smart social media marketing.

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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