I can build a system that is very, very, efficient. I can have RSS feeds auto-posting content from one place to another. I can set it up so you post to one place and it syndicates to 50. Here’s the problem: What does that get you?
For a while I thought that my systems were the greatest thing since sliced bread. I noticed something; the posts that I added commentary to and manually posted got a lot more attention than my autoposts. The distinction lies in how people receive those communications; one way is broadcast, the other invites dialogue.
There’s nothing wrong with broadcast as a method of distribution. It’s the model that’s been in existence for many years. It’s not “wrong” to use it in Social Media. It’s just less effective as a primary strategy. I’ve been using it (broadcast) mainly to augment my everyday manual efforts. In some cases I’ve overused it; “guilty as charged.”
Very early on I had a Twitter auto-DM, I learned, I grew and I now understand why that is ineffective. If your goal is to build a reputation and create a legion of fans and supporters, you’ll never do it if all you do is broadcast.
Ask yourself if your Social presence is communicating and inviting dialogue or are you just broadcasting?