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While not necessarily just a social media tool, IFTTT has created a new way for people and businesses to interact with technology by enabling connections between services and devices used on a daily basis. IFTTT is connected with over 300 different apps and services including social media platforms like: Facebook, Twitter, and Google+. These "channels" can be linked together to create "if this, then that" statements which allow users to control and automate processes. 

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The Good

  • Hundreds of social platforms connected
  • Task control
  • Products
  • Mobile app

IFTTT is a way for people to connect the apps they regular use and automate processes in an attempt to make life a little bit easier while also saving time. While the concept is rather simple, the ability to connect to almost 400 social platforms makes the platform a must-have for some online/social marketers.

The platform breakdown of IFTTT is quite simple. Through the service, users can connect to a number of services and devices that are used on a daily basis. Users that connect to these programs create what is known as a "channel" in IFTTT lingo. With these channels, users can create recipes which is just an automated process using the "if this, then that" formula.

Recipes are what allow IFTTT users to control a number of tasks, both big and small, by simply automating tasks to transform how individuals manage their health, homes, and habits. Each month, IFTTT users run hundreds of millions of recipes that were created to simplify and improve lives.

There are two different products that are available to IFTTT users. Both products are designed to help people create, discover, and manage recipes. These products are broken down and detailed as follows:

  • IF: if statements are designed to standardize procedures in the even that another triggering factor takes place.
  • DO: the do statements are scheduled or published actions that will automatically take place.

The IFTTT tool is beneficial to social marketers for a number of reasons. First, users can schedule out exactly what they want to happen on various social networks using "Do" statements. Then, marketers can also utilize the "If" statements to target their audience. For example, if an article or photo is shared by a source that marketers always retweet or share, they can say "if this source publishes a tweet, then share it on our social network."

IFTTT has a mobile app that allows users to manage their recipes and channels from anywhere at any time. They can also add recipes as tasks become apparent that they can be automated. Mobile devices and tablets are compatible with the IFTTT system.

The Bad

  • Limitations
  • Demonstrations

While IFTTT is great for automating purposes as it pertains to social media and other facets of life, there are a number of services that will not be able to be accomplished through the platform. The following are examples of features not included in the IFTTT platform:

  • Monitoring: users will not be able to monitor mentions, data usage, or their followers activity.
  • Reporting: there are no analytics or data available to IFTTT users to help strategize campaigns.

Those who may be confused about the IFTTT product will not be able to learn the basics through a demonstration through the platform itself. While it is simple and straightforward, those who have further questions or concerns will need to go elsewhere to find answers.

The Bottom Line

Marketers who are looking for a way to automate simple or daily tasks will find help in the IFTTT platform. It has saved users time and money while taking the effort out of certain tasks. That being said, there are limitations to the service as well. Those that use IFTTT for automating purposes can expect the following from the platform:

  • Individualized automating processes
  • Saves time
  • Compatible with a number of apps and networks
  • Limited monitoring and reporting capabilities
  • Little information on how to get started


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