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Dec 13 2013

Google’s Latest Patent: Taking the Social Out of Social Media

One of Google’s latest social media patents promises to make the automated features of social media so realistic, you would never know the difference.

social business robotLate in November, Google received their latest social media patent. According to the filing, the new platform is designed as, “A system and method for automatically generating suggestions for personalized reactions or messages.” What does that mean? Well, for individuals and businesses, Google is now making it possible for you to be active on social media without ever being active on social media.

The program is designed to adapt to your voice and activity trends in order to react to posts, share content and essentially run your social profiles without you ever having to do a thing (once it has gathered enough information about your activity, of course).

No matter how you look at it, there are going to be two basic, extreme schools of thought: those that love the idea and feel as though it is going to make running a social business easier, and those that hate it. (NOTE: Those that hate it are probably the ones with an actual social business.)

The Secret to a Successful Social Business

It might not sound like a secret, but it seems so many people are still in the dark when it comes to understanding what it takes to run a successful social business: work. Hard work, investment and dedication are the most important tools you will need in order to succeed with your social business.

So many people know that social media is crucial to the longevity of their brands, but they keep looking for shortcuts. Shortcuts will not get you anywhere. Using a tool that automates your brand’s presence on social channels might work for Google rankings, but it won’t work for customers.

Bringing automation into the mix is exactly why so many people have moved away from conventional customer service avenues (like the phone and even email) and towards social. And how often are we shown examples of an “Epic Fail” when a brand sends out an automated response on Twitter? People want to interact with people. Even when it is a big brand, the human component that social media offers is why people continue to choose it over other means of communication.

Creating Your Voice

There are some forms of automation that work. Some brands choose to automate tweets in order to ensure that important messages are seen by the broadest audience possible. For those that use Hootsuite, some brands might choose to upload a content schedule for a number of networks. This is all fine once you have established your voice in a market. But it is the real-time responses and comments that people react to most.

Recycling your articles might be a great way of getting fresh eyes on old content, but if social has taught us anything, it is that real-time marketing is where you find your greatest success. People want to see that your brand is active on social channels. They do not want you to simply be present.

Running a social business is a serious commitment. No matter how many shortcuts are created, people are still going to want to talk to you. It is hard for any brand to call itself a social business when they are actively trying to avoid the social part of the term.

Would you use a product like this? Tell us in the comments below or on Twitter!

t2social social medis marketing strategies

Corey Padveen

Corey Padveen is Google AdWords Certified, Google Analytics Certified, a Certified Inbound Marketer and the Director of Global Social Business Strategy at t2 Marketing International. He is a principle strategist for B2B, B2C, B2G and NFP client-centered digital marketing initiatives and is a leading authority on the concepts of Social Equity and Responsive Branding. As the primary author of the t2 Marketing International digital marketing blog, a contributing author to a number of reputable marketing publications and a keynote speaker, Corey regularly shares his wealth of knowledge in the realm of digital marketing, data analysis and social media, and their applications to business in the digital age.
www.t2social.com

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