Nowadays, people want things fast. Weight loss? Fast. Make money? Fast. Results? Fast. However, results take time and effort. The same can be said about one’s approach to social media.

In a perfect world, you could build a Facebook or Twitter account and social engagement will flock to you. Unfortunately, this isn’t a perfect world, and it’s easy to rely on automation to take care of the work for you. While automation can be extremely useful, it cannot be used as a shortcut. Building a strong and successful social media presence takes time and effort. Let’s look at one way automation can be both useful and hurtful when managing your social media presence.

Hootsuite and Klout are two platforms that give users the option to schedule content over various networks, with Facebook and Twitter being the two most popular options. These platforms also give you insights into optimal times to share content, and how to effectively manage your presence. Klout even offers content to look through and share, giving each story a rating of how ‘hot’ each one is, based on how much it’s been shared. Essentially, you could log in, schedule a few articles to post, walk away, and expect engagement, right? Wrong.

Why is that the wrong way to go about it? Content curation is a key part of the process that can often go overlooked. Do you know what you’re sharing? Have you read the article you’re about to schedule? Do you agree or disagree with it? Does it reflect positively or negatively on your brand? If you can’t answer all of these questions, then you’re hurting your brand. Rather than building trust and becoming the expert, you’re only maintaining instead of growing. Become the expert and know what you’re sharing.

For more ways automation can both help and hurt your social media presence, I highly recommend reading this article.

Josh Springer is the founder of Northside Web Services, providing small businesses and individuals with professional web-based services that include web design, logo design and branding, SEO, and social media consulting.

Josh Springer is the founder of Northside Web Services, providing small businesses and individuals with professional web-based services that include web design, logo design and branding, SEO, and social media consulting.