Scheduling social media posts is sometimes questioned as to whether or not it should be part of standard strategy. Many social media “purists’” believe that social media posts should always be live as part of the overall feeling of community that sites like Facebook and Twitter should provide.
While this has some series benefit– especially for discussion questions and giveaways—there is no question that scheduling social media posts not only is acceptable, it should be a standard part of any corporate social media strategy.
Scheduling social media posts allows companies to have a consistent presence on platforms that always have users (and therefore, current & potential customers) online. For instance, take two scenarios:
- Option A: Company A’s social media manager responds to 5 tweets and sends out 2 more before also posting a photo on the company’s Facebook page. This all occurs from 8:30-9:00am. The manager then does not post for the rest of the day.
- Option B: Company B’s social media manager responds to 3 tweets at 8:30am. She then schedules 3 more tweets at 10:00am, Noon, and 3:00pm. At noon before lunch, she posts a discussion question on Facebook and responds to 2 other tweets that happened during the morning.
Even though the social media manager at Company B scheduled posts, her approach is much more even-keel and community-oriented. By scheduling standard posts and then allotting time to answer and respond to posts instead of using all the time to send out posts all at once, Company B has a much better overall social media strategy.