The case for putting more human in the loop for social was made by the President's campaign this week. Did they really mean for the first thing from the official Twitter feed on Sept. 11 to be a shameless plug to volunteer for the campaign?
I doubt it.
Did someone think, hey, I can automate a tweet every Tuesday heading down the stretch.
To quote another politico, you betcha.
And, the campaign that was so in tune with the online world in 2008 looked tin ear in 2012. The reaction was quick and visceral. Defenders were quick to say the President followed later in the AM with his personal "-BO" tweet.
I'm not going to act like I have never used scheduled tweets. In particular, on a football game day there are certain things (gates open 3 hours out, etc.), but I also carefully watched that A) the tweets actually went [no small issue] and B) things didn't change. Nothing like a thunderstorm and lightning to change your pregame schedule, and you have to be ready to delete those messages.
To reference back, here's the previous tweet about People Matter.
Thursday, September 13, 2012