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 Most brands and organizations use tools to monitor their social media channels, filter, sort and respond to comments and messages, manually. These platforms provide an excellent way for brands to know what customers are saying about them. While this is a must, a lot more can be done to drive engagement and positive business outcomes in social media. This is where social media marketing automation comes in to help.

Even though currently only 5 percent of all work in social media is automated, brands are increasingly adopting automation as the next level of social media marketing.

For driving higher levels of engagement, social media marketers should acknowledge a specific reaction related to their brand (comments, mentions,hashtags,photos) and be able to reply at scale. Benefits of this method are numerous. However, this can create a big challenge. For this to be done successfully at scale, marketers need a social media marketing automation software, which gives them the ability to listen and monitor certain actions and send an automated response to people who triggered them.

For example, Marriot uses automation to nurture the relationships with people who interact with their brand online, by sending them loyalty points that are added to their account. This approach has 100% conversion rate - according to Marriot.

Automation is yet to take over social media marketing. To learn more about the topic check out this Adweek article here.

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