Automation in social media

It is worth noting that some social media posting can be automated. This applies to both individuals and organisations. Some people set up a process that scans the internet daily, collects headlines or text snippets on specific topics, and then creates and publishes posts without human intervention. Such solutions often utilise artificial intelligence tools that can quickly summarise, combine information and generate ready-made posts.

Automation may seem harmless, as it gives the impression that a profile is ‘active’ and constantly publishing new content. It can also increase reach – that is, the number of people who will see a post and react to it with a like, a comment or a share. The problem is that automation also facilitates the spread of information that is false, unverified or deliberately misleading.