Marketing Automation vs. Community Management

Marketing Automation vs. Community Management

With social media marketing on the rise, it’s helpful to understand the many ways you can leverage your social networks for marketing gains. Two of the most popular ways to handle your business’ marketing on social media are with marketing automation and community management. For those who aren’t sure which method, if any, is right for their social media marketing strategy, here is a detailed comparison:

What is marketing automation?

Automated marketing is simply the act of making online marketing practices automatic. This method is designed to initiate online conversations between business representatives and their customers, and ideally increase revenue with virtually no manual, repetitive work.

Marketing automation pros

Making your marketing outreach automatic, a business eliminates the need for human supervision, which allows these businesses to save time and make the most out of their staff resources. Automation removes the possibility of human error as well: A worker may forget to post on a certain website whereas marketing automation maintains a consistent presence for the company online, allowing marketing productivity to improve and generate more leads.

Marketing automation cons

By automating one’s marketing processes, a business is removing human reasoning from the equation. Automated marketing reaches out to current and prospective customers in a “One Size Fits All” format. A machine cannot recognize a person’s attitude about a certain subject or cater to someone’s individual needs like a real-person can!

What is community management?

Community management is the consistent interaction between a business and its online community. A community manager establishes and sustains contact with prospects and current customers through social media outlets, such as Twitter, Facebook, and Google+.

Community management pros

This method allows a business to promote events and advertise new merchandise or services. With the right team, a business can not only maintain their interactions with their online community but also nurture the community into growing larger. The larger and more connected an online community is to a business, the better sales are overall. Without active community management, it seems much more likely that the online community presence will become disinterested and dissipate.

Community management cons

Because of the large amount of personal staff required to successfully maintain this method, there is a higher possibility for human error to occur. For example, if a community manager sees their interactions with a business’ customers and potential clients as “strictly business” as opposed to “building a relationship,” then they may end up losing a sale for the business because they weren’t working with the true goal in mind.

If you’re interested in marketing automation for your small business, check out SocialCentiv. SocialCentiv is a web-based platform for small business owners who are interested in using lead generation and marketing automation as a part of their marketing strategy. Get started by signing up for a free trial today.


This post was written by SocialCentiv Contributor Kristina Kopplin.