With 800 million users on Facebook and 100 million users on Twitter, it is so hard to feel like an individual; to feel as if the singular opinion or decision of one is just important as those of the majority. This is made more difficult by the popularity of auto-responders. It strips the personality potential of a business and turns it into a cookie cutter experience. To businesses, however this is seen as a way to communicate with as many individuals interested in their products and/or services as possible. They seek to show every individual that their interest is appreciated, even if they can’t each be handled personally. Unfortunately, auto responders often have an opposite effect with customers who think that an auto response is anything but intimate.

The key to preventing auto-responders from leeching the value of your fan base is to make sure the content of the messages sent out by AR’s is specific enough to seem tailored to each singular fan, while broad enough to apply to your fan base as a whole.

• Avoid bland, impersonal content that makes it seem that a robot is cranking out messages in bulk.
• Also, make sure there is evidence that your business does communicate and engage with its fans, followers, and customers personally on your page.
• Commenting on wall posts or providing posts regarding topics talked about by users or sentiments about your business shows that there is a human behind your business and counteracts the possible negative feelings brought on by the use of auto-responders.

When used correctly and in conjunction with page engagement, Auto-responders can actually prove to be an advantage to many businesses.

Do not devalue the opinion of your audience, however. From a consumer perspective, it is hard to be impressed by a company’s claims of great customer service if they use such an impersonal strategy to communicate with their fan base. It is almost a letdown when expecting a personal response you are instead given a dispassionate blanket message to all users or, and this is seen as an even greater offense, an advertisement for your product or service with no mention of them individually. Responses don’t necessarily have to be a profound message commenting on the gratitude your business has for its following, but they don’t want to be spammed for their interest or support going unnoticed.

BOTTOM LINE: Social media revolves around the creation and management of relationships.

The state of your business often dictates the seriousness of these relationships.

• With larger businesses, those that have many individuals interested in their products or services, the use of auto-responders act as a bridge between their company and the plethora of consumers that they may not have the time or manpower to greet personally.
• With smaller businesses, it is more manageable to address each fan individually because their fan base is smaller and they possess a greater desire for repeat business.  The depth of each relationship dictates how you interact with your customers.
•  Remember, any response is better than no response to your fans, followers, and customers.