Scheduling social media updates
The June 13 Social Media Club of Lawrence meeting on scheduling social media updates sparked an interesting debate among members, identifying several advantages and disadvantages to using scheduling tools.
Here are a few key points from the discussion.
- Scheduling lets community managers map out their content and reach a larger audience by posting at times when their followers are highly engaged and active online.
- Community managers are allowed more freedom to manage other non-social media related responsibilities by setting aside specific times to publish content.
- Scheduling can seem automated and disingenuous to some online community members.
- Given the real-time nature of social media platforms, scheduled content can cause PR gaffes in the event of bad news or even a tragedy. (For example, this tweet about a recent Radiohead concert.)
Members suggest coupling scheduled content with designated time to listen to what others are saying online and respond to the conversations. Staying engaged in your online communities will keep your audience from feeling bombarded with robotic marketing messages.