There's a recent trend toward automating social media marketing, which is understandable given the amount of time and energy required to run a successful campaign on platforms like Facebook and Twitter.
Wouldn't it be amazing if someone wrote an computer algorithm that automated those pesky, but necessary, interpersonal interactions that drive every social media platform? Or if a mad genius created a program that automagically turned out remarkable content that engaged your audience -- without having to lift a finger or spend any real money?
Many companies would lead you to believe they've unlocked the secret formula to this unbelievable system.
The fact is: you can't automate genuine human-to-human interaction. It takes time, personal investment, sincerity, and intelligence. If you're unwilling to either take the time to do it yourself OR find a qualified person to do it for you, the campaign will fail. Period.
There aren't any secrets or magical formulas in the social media world. There aren't any magical robots either.
Companies and individuals that succeed at marketing in this medium are the people who work their butts off, read voraciously, and have a knack for creating engaging material or surprising innovations. So get to work! Or find someone smart enough to do it for you.