Business Breakdown
with Anne Samoilov

The Unexpected and Best Side Effect to a Strong Social Media Automation Strategy

Automation is one of those things that excites and scares me all at once.

You know you need it, but you put it off until it’s too late.

Everything seems to be going great…

Until you’re looking for something in 5 million different emails or google docs … until you realize you never shared your weekly blog post…until you forget to mention you opened your launch last week.

Automation helps you handle tons of repeatable, annoying little tasks that keep your business going. That’s great.

But there’s one area that I think is even more important and a bigger reason to consider figuring out your own social media automation plan.


Yup, consistency is one of those hard to describe states for something that either is or isn’t.  You either are consistent with something or you are not consistent.

You either get your newsletter out every week or you don’t. You either say you’re going to launch something and then launch it…or you say you will…and you don’t. There’s no in between.

What would it mean to your business if you could be seen as consistent? More than you know.

Be the resource who consistently gives great value – in your blog posts, in the work that you share, in your response to industry trends.  Plant yourself as a solid member of the community.

Keep a schedule.

People know when to expect your message, your posts, your emails.

The Dash has been going out (almost)every Wednesday at 12pm PST since Laura created it.  People know to expect it. They are excited to read it.  When it doesn’t show up in people’s inbox, they email us to know what happened.

People like schedules. Be there for your audience when they expect it.

Speak your message.

The what you write, talk, tweet, etc. about is important and needs to be on topic.  Use every message as an opportunity to share another piece of your business with your soon to be customers.

Always ask yourself – is this on message or will this freak people out a bit?

This doesn’t mean you can’t be purposely off-message sometimes.  Veering off topic is fun and shows another piece of you people don’t expect.

Serve others as a dependable resource.

When people can depend on you to know what’s going on in your industry, they come to you when they have questions, to learn new things, to be on the edge just like you are.

You can establish yourself as a resource easily with automation bolstering all of your regular outreach activities.

Doing guest posts? Set up your social media to automatically retweet these posts. Have a few speaking engagements coming up? Schedule social media messages well in advance, so people can come along for the ride (or even show up in person)!

How to create your minimum viable consistency plan.

The truth is that you don’t have to automate every single piece of your social media marketing plan.

But – the more you do automate – the more of your “extra” or real time social media activity can happen when you want it to happen.

Let’s pull the process apart and create an actual working plan.

What’s in your toolbox?

Choose one or a combo of these tools to automate your messages and activity:

  • Edgar
  • Hootsuite
  • RSS
  • Ping.FM
  • Tweetily

What to automate?

Regular communication

  • Schedule post sharing – 1x a day for the duration the post is sticky.
  • Use tweetily to share content from specific categories on a regular basis – you choose the intervals.
  • Set up an rss feed for your blog
  • Use hootsuite to schedule tweets to content related to your post/communication


  • choose 1 thing each week that you’ll remind people you offer – your ebook, your consulting services, a free toolkit.
  • schedule 1-2 non-content tweets per day that are quotes, questions, calls to action based on what you teach

Market Leadership

  • share 2-3 links to OPC (other people’s content) to show that you are in touch with your industry
  • rt and “talk” to industry leaders on social media
  • do all of the above to establish yourself as the go to person.

It’s up to you.

So – now it’s your turn.

Choose 5 ways you’ll automate your social media marketing message and build in the consistency every successful business needs to grow!  Choose 1 thing from each category and go to it!

Leave your results in the comments below!

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About Anne Samoilov

Anne Samoilov is the creator of Fearless Launching - a program teaching entrepreneurs how to pull off their first launch. Each month, she’ll come in here and write about managing launches, teams, and setting up systems to keep you productive and your business growing. Check her out on Facebook!


  1. Hi Anne,

    This is a great article. I have also been reading articles recently speaking to Facebook actually decreasing your posts visibility if you use a 3rd party application like Hootsuite. Have you heard anything about this? And if so, what do you recommend to businesses?

    Thank you so much for the information,


  2. You know, this is really good, consistent and solid advice. It makes total sense in the scope of what I already do (and need to do) Thanks Anne!

  3. Love this post! Because I was in Social Media Marketer I do a lot of the action steps already, but I do “fall off the wagon” sometimes when it comes to actually scheduling! I hadn’t set up my blog RSS to post, so now that’s done and it’s great!

  4. Just a quick note that is now seesmic. I loved the android app for that and do miss it.

  5. Great advice. This just helped me figure out a plan for keeping my social media up to date. Thanks a bunch :D

  6. This is one of the very few social media blogs that has action steps not just fluff. Im making the tick list now so we have consistency in how we communicate with the customers that keep us in business every day at

  7. Heather Thorkelson says:

    Love this – I’ve just seriously delved into the world of automation and it’s making a ridiculous world of difference. Business is growing quick and it’s definitely due to more people finding me. Brilliant!