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As the world becomes increasingly digital, companies need to watch out for automation when it comes to communicating with customers. Automation can take many forms, but the most common are 1) social aggregation tools that find relevant content in your niche (which is good) and 2) employees who take an assembly-line approach to content (which is bad).

Having the human touch when it comes to social media is the best way to forge a link between an organization and its supporters (read: customers). Don't hire robots: choose employees who are willing to own social media by becoming brand ambassadors and the main point of connection with customers, who then become brand ambassadors in turn.

Join Jeanette Gibson, Hootsuite's VP of Customer Experience & Community, in a session on how to enable your employees to become social without becoming robots.