The following post is a guest post by Leon Widrich, an active commenter and contributor on AskAaroLee.com. Leon is also the founder of BufferApp. Enjoy the post.
Cruising through the twituniverse has quickly become my favourite activity online.
One discussion regarding Twitter I have led many times and found well worth sharing with you, centers around the question: Should you switch the auto-pilot on, on Twitter? Or should I rather pimp my ride a little, but remain in the driver’s seat?
Whichever your answer to the above, here is my lesson learnt:
Leo – Why do you talk about this?
Since a few months I am involved in building a new Twitter App (Buffer), which aims to make consistent tweeting far easier than it is today. Alongside amazing responses we also got feature requests to build features which would change Buffer from an optimization tool to an automation tool.
Right from the outset it was always our intention to remain on the genuine side of everything, without turning our users into auto-bots.
Let me therefore share my views on what optimization in comparison to automation involves for me and how it may help you to choose your side of this discussion.
What is Twitter automation?
The understanding of what it actually is that makes you automated on Twitter differs strongly amongst people I spoke to. A description that made most sense to me is this one:
You are sending out tweets, without being aware of the content, bypassing the human element of tweeting.
This means that you are using tools, which allow you to tweet links and updates which you haven’t had the chance to read yourself beforehand. You basically turn towards auto-generating tweets via services, that are linked to your twitter account.
Arguably, some people are perfectly fine with that, as there are many reasons why one might choose to do it.
What is Twitter optimization?
Something which is in a stark contrast to automation, but I learnt to be oftentimes confused with it, is optimization. If you wonder what it is exactly I mean with having optimized your twitter, an explanation is this:
All tweets you send out are content you have written yourself. The timing and origin they may not be linked to twitter.com though.
So in short, nearly every twitter user is optimizing. The simplest form of optimization is using a separate twitter client, like Cotweet, Hootsuite or Tweetdeck. A more sophisticated feature which helps to optimize is tweet scheduling or even simpler, Buffering.
Many are using it to pre-write updates, in case they are too busy to be around on Twitter for the whole day. Or in my case, I just want to have a certain number of tweets with great articles posted each day.
I believe using any of these doesn’t cross the line of remaining genuine. All you do is optimize to make the most of twitter, by staying your true self.
Have you chosen your side yet?
Have you made a decision for yourself as whether you want to optimize or fully automate things on Twitter?
For myself I have chosen, I will not use any software or help, which makes me tweeting updates I have no idea what they are about.
But how about you? Do you struggle with this decision too? Or are you a firm believer of either side? Hope you let me know what your views below.
(Many thanks for Aaron Lee on helping me proofreading, refining and working on this post)
Leon is the cofounder of BufferApp.com, a web base application that allows users to schedule tweets easier than other scheduling Apps you might know of. As he focuses on getting Buffer off the ground, Leon writes and gives Twitter Tips at blog.bufferapp.com. Leon loves to connect and build a relationship with new users. Don’t hesitate to say Hi.
Twitter no doubt still the best and twitter apps help you to get most from it. Have to admit Tweetdeck is best above all mentioned by you
Merely scheduling a posting does not make it inauthentic. Why wd it.
Here’s your article in a nutshell.
I am building a Twitter App called Buffer which aims to make consistent tweeting far easier than it is today. Buffer is not an auto-bot sending out tweets automatically from a feed without your participation. Buffer merely allows you to schedule the posting of content you have written yourself.
Hi Vivek, many thanks for your comment.
Indeed a first step to optimization is Tweetdeck. Me to I am an avid tweetdeck user. Do you go beyond this App and use others as well? Would love to hear your experience to use Twitter.
many thanks for stopping by 🙂
Hi Animal,
Many thanks for your comment. Indeed, I totally agree, scheduling a posting doesn’t make it inauthentic at all.
Very true, Buffer will give you the chance to tweet consistently. As you point out “you are not an auto-bot” I am very glad you see it through the same lense. You might be surprised that a few people deem tweet scheduling inauthentic. However being inauthentic only comes with automation like described above.
Many thanks for stopping by 🙂
I think there is more than enough noise on Twitter. Automated twitting, by your definition, has the potential to just add to the noise. I use an app to share links to my blog with each new post. The rest I do manually.
I’m not against an app to optimize the experience. Just not active enough for it to be a priority. Yet.
OK, I really don’t like automation and the only automation I use is RTing the new posts from blogs I follow. I do like scheduling and Buffer cause I read a lot and want to share with my followers but sometimes I just read too much and tweet to many posts. In this case Buffer comes in so handy 🙂
Hi Brankica, many thanks for stopping by.
I am very glad you don’t think making use of automation is something for you. Your tweets would certainly lose the kind and genuine way they carry as I know them :).
Exactly, putting your tweets in your Buffer instead of flooding your followers is the same reason why use it every day.
Hi Anita, many thanks for your comment.
This is my exact thinking. It only adds to the noise and clutters your followers timeline.
Me too, I prefer to do most of my tweeting manually. If there is ever a busy time, I do make sure though to keep my followers posted with at least 5 great links I found every day via Buffer.
I really like your dedication to staying on the genuine side of everything, I hope I can learn from you in the future :).
I see nothing wrong with it. I used to, but I should clarify that I only mean auto DMS/mentions from bots. Putting your stuff out there on a 24/7 system at times when you are not on there is smart.
If I automate my Tweets and you automate yours, then when are we engaging with each other. We’re not. We become robots.
The only Tweets I schedule are my own blog posts for times I am not awake. I want to make my content convenient for those in different time zones. To automate all tweets, well that just takes the social out of social media.
Hi Delores, many thanks for your comment.
I agree with the points you are making that auto-DM and mentions have absolutely nothing personal to it.
Exactly, when you are not there, yet still keeping your followers posted makes a lot of sense. What I like to be careful about is not to flood them and also to look into what it actually is you are tweeting about.
Glad you stopped by 🙂
I totally agree, if we are firing automated tweets at each other, we might as well have two robots meeting up for a coffee ;).
The same applies to me, I like to schedule my blogposts, so I can have them tweeted for people in different timezones. I also schedule the posts of my favourite blogs, as I want to create value for my followers even when I am not there.
Awesome last quote, let me tweet it 🙂
My favorite dude on my favorite blog…loved the article Leon.
Personally I take the Buddhist approach to tweeting. A guitar string that is too tight will break. And a guitar string that is too loose will be useless. The answer is in moderation.
I do like automating some of my tweets. This leaves me with more time for real engagement with my tweeps. Its a win win. Or to continue with the analogy, the guitar string is tuned perfectly 🙂
Dino, many thanks for commenting.
Great analogy you developed there. Indeed I feel moderating and balancing out the two things makes a lot of sense to me.
As regards automation, I personally prefer scheduling to feed-tweeting. However, as I wrote above there might be several reasons why someone would go for automated tweeting instead, but only because it isn’t the right thing for me, doesn’t mean its for everyone :).
Especially Triberr fits very well into this discussion. I feel the use of Triberr can be on either side of the two things and I would love to see how it turns out in the future. For now, I remain a passive watcher for some time :).
Hi Leo, Hi Aaron!
I just started using Twitterfeed to automate tweets from a few blogging friends when they have a new post. It’s funny because even though I do it, I still don’t advocate doing in general. Here are my specific reasons for using Twitterfeed for my friends blogs feeds (not Mashable or TechCrunch).
1. I want to give back to the people that are doing the same for me
2. I want to make sure I see all of the new posts from these bloggers
3. I end up Retweeting their posts every single time I go to their blogs anyway
For example I added my friend DiTesco from iBlogZone to my Twitterfeed – well he has my blog on his Twitterfeed too and because I get to see immediately when he posts something – I can go right over and be the first one to leave a comment. This also saves time because now I don’t need to read a bunch of other comments before I can leave mine.
My only regret is that I didn’t start doing this sooner. I guess I’m a little slow at times. 🙂
Keep in mind, I think you really have to be a power Twitter user not a newbie – in order to pull this off correctly. If you start off by auto-tweeting all of the “A-listers” and news sites after a very short while you become really annoying 🙂
Thanks for the conversation Leo. Great idea!
Hi Anita, I keep thinking about the idea of all of the “noise” on Twitter and on one hand I know what you mean – but then on the other hand MOST OF THE TIME that’s all Twitter really is – a bunch of noise!! On rare occasions (like during a natural disaster or some type of life altering event) it can be used for something really good, but for the most part it’s just noise anyway. I’m still addicted to it though 🙂
What? I thought I was your favorite dude 😛
Hi Ileane,
Great point you are making there. I totally see where you are coming from whilst using Twitterfeed. Since you are very well experienced and think that only whilst taking very good care it makes sense to use it, this kind of clarifies the reasons very well.
Like I pointed out there might be several reasons why someone would like to do so and I feel the ones you have given are very valid.
Personally, I would like on the “I have written every tweet myself” side.
Many thanks for stopping by, I really appreciated the conversations we are having too! 🙂
I’m not keen on automation as you describe it, and your definition of optimization is one I can ascribe to. Until I started using Buffer I tweeted probably 5 times a day maximum. I expect most of my followers missed them because they’d mainly be asleep!
I also wonder about the noise of Twitter, which has been mentioned here. Yes, it’s noisy and my natural response is to not contribute more to that noise. But then no one notices me at all. So it’s not wrong to make a bit of noise to remind people I’m here.
One aspect of scheduling with Buffer is that it makes it easier for me to tweet more. I can line up my tweets before I get too tired during the day, and before typing becomes an issue. Or I can do them in little blocks of time e.g. I might set up tweets now to go out this evening.
Because they’ve been set up earlier, if anyone replies I’ve got more chance of replying because I’m not worn out with having done the first tweet. I’m probably not explaining this very well! I’m disabled, and have problems with my hands. It’s usually why I don’t comment much on blogs, and why I don’t tweet much. After writing my own stuff, there’s not always enough left in the tank to start being social.
But, if I’ve got a few tweets ready to send then all I have to think about is responding when I’m available. And that’s definitely helped me be more social.
I do wonder if people think because they’re scheduled the tweets aren’t personal or genuine, but they are. Like you say Buffer isn’t automation because we still write all the tweet content ourselves.
I think I’ll stop now, I’m rambling!
Ryah, many thanks for taking the time to comment in such detail and giving me your thoughts.
I really like your point of “I am not worn out from having written the first tweet”. I totally agree. You have already created the ACTION, now you can focus on the INTERACTION. This makes life a lot easier.
Exactly, it will always remain your own tweets, you simply save time writing them.
Oh, you are not rambling at all, I really glad you took the time to word out your thoughts in such detail. many thanks for that Ryah.
Leon, this is a timely post and a relevant issue. Coincentally, last week I interviewed the social media director of McDonalds (here: http://bit.ly/e5pz6R) and he mentions automated tweets as a POSSIBLE alternative to repeated customer service questions on Twitter. Instinctively I don’t like automated responses, but practically speaking, as more companies rely on Twitter for customer service, why wouldn’t a host of customer service responses be automated? I think we will defintely see this, if it isn’t happening already!
Thanks for the great post!
Mark, really glad you took the time to share your thoughts with me.
That’s an interesting one you speak of here. I agree, given the case you are describing I wouldn’t be so put off to see that. It kind of appears like a dynamic FAQ. It would even benefit the customers as answers could be instant and they don’t have to wait for their replies.
One thing that worries me is how good the algorithm will be to give the right answers to the right questions so people don’t get annoyed. I am sure they would test that though many times to get it right.
I am happy you found the post useful. Thanks for stopping by.
Leonhard, thank you for posing this important question. In fact, the answer is not that simple.
The point is NOT: Which kind of tools should you use on Twitter – and which not?
The point is: Who are you? And what are you using Twitter for?
For certain purposes, automation is not only allowed but required. I hope I can explain this through the following examples that all use automation to a certain degree – and yet should all remain on „the genuine side of everything“. All accounts have been set up by myself – and I had to find (or even construct) the appropriate way of automation for every single purpose.
1. Newsfeed – IF accredited account tweets THEN post to Twitter
Automation via: RSS, Twitterfeed
Example: http://www.twitter.com/news_tourismus
This is a simple aggregation channel of tweets from acknowledged sources, passing on the news for a certain circle of interest (e.g. news from/for the tourism industry in Austria/Germany). Nothing extraordinary, incomplete due to its restriction to 5 postings/30 Minutes. But it helps to keep in touch with the news.
2. Newsroom – IF accredited account tweets with hashtag THEN post to Twitter
Automation via: search via API, posting to database and Twitter
Example: http://www.twitter.com/oerv_info
The „ÖRV Krisennewsroom“, a Twitter newsroom for the Austrian travel industry, is quite a thrilling example for real time communication in times of crisis. It gathers only tweets from accredited sources (airlines, travel operators, airports etc.) that contain the hashtag #oervinfo. In order to prevail Twitter downtimes, API restrictions etc. all postings are written to a database; the newsfeed is published on the ÖRV website http://www.oerv.at/newsroom, but can be embedded on any touristic website. In addition, the members (even those who aren’t on Twitter!) are able to post updates on the newsroom administration site.
3. News Service – IF tweet scheduled automatically THEN post at scheduled time
Automation via: Buffer
Example: http://www.twitter.com/panoramakarten
I have not gone this far in automation with a client yet, but I can imagine Buffer could work fine with this concept. To be honest, the main purpose of @panoramakarten is to post examples of panorama picture postcards (on which my client has a European patent). Of course the content itself IS genuine – I’m only up to find the best way to tweet automatically once a day. Therefore it should be as simple as possible in administration. From the first look, I guess Buffer could match with that requirement because we don’t have to start the ennerving procedure of scheduling every tweet by hand.
4. Pre-Written updates – IF tweet scheduled THEN post at scheduled time
Automation via: Hootsuite
Example: http://www.twitter.com/guenterexel, http://www.twitter.com/twitt_consult
These are my personal accounts which earned me the reputation of an expert and news source for communication, media, marketing, social media and tourism (@guenterexel) and Twitter (@twitt_consult). I would never have been able to do this without optimization – I can’t sit, read and tweet all day long … So, every morning, I check the news from @mashable, @Techcrunch, @rww and about 50 other sources, select the most important of them and schedule them for the day. From time to time, I check the news on Twitter & Facebook – but the framework for the day ist pre-written on hootsuite.
5. Live report with pre-Written updates – IF tweet scheduled THEN post at scheduled time
Automation via: Hootsuite
Example: http://www.twitter.com/TravelLiveCC
Even in the most genuine communication I could not do without some optimization. My Twitter travel reports on @TravelLiveCC are real time web „par excellence“ – but every day I pre-write some tweets about what is to happen on that very day. So the reports starts at a time (9.00 AM) when I’m usually already on the run for the next adventures!
I hope you realize that Twitter Automation is a topic as complex as communication itself.
It’s the means AND it’s the message. Hope my examples could clarify that!
Günter Exel
Günter, what can I say? Many thanks for wording out your thoughts and for taking the time to share them with me on this important topic.
The case you are making for the examples 1-3 is a perfect one where automation is required, just like you say. Having it operating instantly in case of emergencies or important breaking news – I couldn’t be more on your side on this.
I also particularly like your various degrees of automation from twitterfeed down to Buffering or scheduling via Hootsuite. Makes a lot of sense to me.
The number 5 use case you describe here is the exact one that describes myself very well. Whenever I read news in the morning I simply hit the Buffer button and add to Buffer, which then tweets them out during the day.
Again, many thanks for stopping by and sharing your thoughts. It is truly much appreciated.
This aspect hadn’t even occurred to me, but it makes a lot of sense. I agree with Leo, it would have to work well for it not to be annoying people by giving them the wrong answers.
Really, it’s no different from me setting up an email with my requirements for guest posting that I can send out automatically to people enquiring. Typing that every time for individual enquiries would soon become tedious as well as time consuming.
Hi Leon – Thanks for this thought-provoking post! I believe it’s a preference that every individual needs to uncover that works for them or their company/brand they represent. Who’s to say one way is the only way…it maybe both combined with real-time conversations. Depending on a given situation, there maybe times it would behoove the user to turn off automation and really engage their followers. Personally for me, the key is finding a comfortable balance. It’s not one size (method) fits all at any given moment. It’s the moment that dictates the method. It’s understanding the differences and becoming more sensitized through previous outcomes. After all, we are all continually learning from each other… ;D ~Kathy (@2cre8)
Kathy, so glad you stopped by and let me in on your thoughts. Indeed there is no “one way to use Twitter”, but many different ones and as pointed out above, there are many reasons why one would either want to automate, optimize or stay a purist.
Finding a good balance between being instantaneous and scheduling some tweets is the exact route I want to go down.
Very happy we connected indeed and I hope we will continue having great discussions over Twitter. Many thanks for your comment
Hi ,
About choosing side,
Correct me if I’m wrong, from what I understand you are writing about personal twitter account, not a bussiness twitter account.
From my point of view if the twitter account is a personal twitter account, full automation are definitely not a good idea. The twitter account look spammy. However, tweeting without the help of automation can be time consuming. So the better option is to go for “semi-automation” or “optimization” as you suggest.
For business twitter account,
If the twitter tweets going to be fully automated, especially announcement based or info/news sharing, its okay (sometimes required) as long as the twitter accounts are monitored.
Hi there,
Many thanks for stoppping by. Yes indeed, I believe another degree of differentiation between businesses and individuals makes a lot of sense.
You are right, I mostly talked about personal Twitter experience and I am glad you agree with me on this.
thanks for your comment! 🙂
no,thank y
Thank you for this interesting read. Question, is there a possibility to automate tweets and send them to a ‘pending area’ in for e.g. Hootsuite awaiting personal editorial approval or disapproval.So for e.g. I set would like to RT tweets from certain people on #design #branding and #creativity . Ideally I would check into Hootsuite once or twice a day and check my ‘Pending Tweets’ to approve, rewrite or dismiss the automated suggested tweets.Regards, Andrew
I find twitter automation tools very useful and time saving. Why should I welcome every my follower manually, when I can do the same automatically.
In my case the tools I’m using on http://www.vicconsult.com saving hours every day.
I must admit that I do sometimes have my tweets, (which i’ve written myself go out by tweetadder) i know they are seen by very few people, but I alway do a mixture with manually placing tweets. The article and comments were really worth reading and will take the advice on board.