Facebook and Twitter are popular social media websites that allow users to schedule posts for a later date or time. There are websites such as HootSuite that will help with scheduling posts across multiple social media platforms.
Scheduling posts could make your content reach a larger audience. For example, Facebook has 18% more traffic on Thursdays and Fridays, according to an article in the Huffington Post. If you applied this data, you could schedule posts in strategic windows on time with higher traffic on a variety social media websites.
The Pros of Scheduled Posts
There are a number of benefits to scheduling posts on Facebook and Twitter that can help build and/or maintain a strong social media presence.
• You can use an editorial calendar to plan and schedule future posts as far in advance as you want. Utilizing the ability to schedule posts allows you to add content for your social media pages periodically without having to post several times a day.
• By scheduling posts, you can allow other staff members or editors review the content to ensure that it is free of grammatical or factual errors before posting. Once a post is scheduled, anyone who manages the page can review it and correct mistakes.
The Cons of Scheduled Posts
There are few cons to scheduling posts on social media. It’s a good idea to have an editorial calendar to produce content that is consistent. It’s also important to strategically post when data suggests your audience is most likely to see your posts. However, there are drawbacks that can occur when scheduling Facebook and Twitter posts.
• Make sure that all scheduled content remains relevant and all information is up to date and accurate. For example, you may have scheduled a Facebook post a month in advance for a launch event for your new product. However, you might change the time, date or location of the event in the coming month. So, remember update any future changes.
• Scheduling automated posts may run the risk of feeling impersonal. Make sure to use a conversational tone when speaking to your audience to encourage engagement with your content. Social media is best used when it is a conversation, and a part of that is responding to feedback. However, you can’t be responsive if all of the posts are pre-planned a month or two in advance.
Finding a Happy Medium
Delivering content on social media through regularly scheduled postings has a number of clear benefits and advantages. However, it should be supplemented with responding to comments and feedback from followers, or even current events that are relevant to your page.