The “bots” are at it in force, and their victims are the industries nascent in adoption of social media. In a social-media presentation I gave recently to a group of 20 executives who own auto repair facilities nation-wide, someone announced they were doing a three-month trial with a supplier who is going to automate social media.

The man was excited about just approving content – to be written by another company, and watching them publish it on the various sites for him.

Why this is a bad idea is akin to allowing companies to access your bank account for a regularly scheduled debit.

No one, especially those starting out in social media should deliver the entire execution to an outside company. Message, tone, relationship, and content are at risk.

It was only a matter of time before this became the next trend for suppliers to pounce on. I am enduring the very same with those companies who write press releases and distribute them “free” on the Internet.

Executives and business leaders need to understand that social media strategy is part of integrated marketing. Social media is another powerful channel with which to communicate with audiences. Left to the automaters…that’s an absolute dead end.

I say no way to social media automation. What do you say?