From the time social media became a viable marketing channel, B2B companies have been looking for ways to automate social processes. Although social media tools have made this easier—with features like post scheduling, conversation monitoring, and hashtag tracking—some aspects of social selling can’t be pre-planned.
Today we’re covering a topic that B2B marketers have disputed for years—scripted social media. If you’re not familiar, scripted social media is the process of using pre-written, well-vetted messaging as part of your corporate social media strategy.
Proponents of this strategy argue that predetermined talking points and canned responses give companies editorial control of their social channels. Others argue that scripted social media can appear inauthentic, robotic, or just plain annoying. Read More