The numerous applications for automating your social media have made the life of a marketeer a bit easier, but there is a real danger of losing touch with your audience if you over automate and stop interacting, telling stories and engaging with people.

Brands that find the right balance will build a faithful and engaged following that benefits them in both the short and long term.

Those that over automate will slowly turn into the drunk shouty man on the bus - no one wants to talk to him, but no one wants to risk becoming the object off his ire by asking him to be quiet, so people just plug in their headphones and gradually tune him out!