Episode #77 - Heston Roberts from Social Varsity Explains DM Automation

Apr 24, 2025

35:59

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Heston Roberts is a 20-year I.T. professional in Web Development who credits MySpace for his introduction and passion for social media. Today, as co-host of The Social Roundtable live YouTube series, as well as Founder and President of social media marketing agency Social Varsity, he stands as a prominent figure in the chat marketing and chatbot industry, growing his presence as a social media innovator. Heston is known to create customized automated solutions for Instagram, WhatsApp, Facebook Messenger and others to provide small businesses and personal brands new ways to "work smarter, not harder".

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The interview features Heston Roberts from Social Varsity. The main focus is on DM (Direct Message) automation, particularly using the tool ManyChat, primarily on Instagram but also touching on its applications for Facebook Messenger, WhatsApp, Threads, and TikTok. Heston explains how DM automation works, often triggered by users commenting specific keywords on posts or stories, allowing creators and businesses to deliver links or information directly to the user's inbox.

This method is presented as more effective than directing users to a link in bio, as it meets users where they are and keeps engagement within the platform. He discusses the benefits, such as increased engagement which signals a relationship to the platform's algorithm, potentially increasing content reach.We also cover the rules and best practices associated with DM automation to avoid being flagged for spam by platforms like Instagram.

Key points include not sending DMs immediately upon someone following, and prompting users with a question first before sending a link when the automation is triggered by a post comment (to confirm intent).

Heston warns against setting up automations that trigger for any comment on a post, as this is often perceived negatively by users. He also notes potential issues with automated comment replies, especially for accounts with large followings, as a high volume can look suspicious to the algorithm.

(00:00) Overview of Interview

(01:03) Welcome to the Instagram Stories Podcast

(03:08) Deep Dive into ManyChat

(05:48) Exploring Automation on Different Platforms

(07:44) Engagement Strategies and Best Practices

(19:48) Morning Routine and Thread Scheduling

(20:35) Exploring Threads and Desktop Version

(23:29) The Social Roundtable Show

(25:35) Transition to YouTube and Challenges

Find Heston online at:

Web: Social-Varsity.com

YouTube: ⁨@SocialVarsity⁩