Social media has become an integral part of the marketing strategy of every business nowadays. A little creativity mixed with technology can do wonders for the promotion of a product. What’s amazing about social media is its ability to gather both organic and paid traffic for a business.
Potential customers are always scrutinizing the social media accounts of businesses to find something funny or witty, relevant or useful. If your social media profile is not attractive, you aren’t going to be very lucky with impressing new customers.
Analytics is another important thing when handling social media for your business. You should keep an eye on important factors like demographics, impressions and activity. Most businesses like to post during peak times, when their target audience is most likely to engage with their posts.
Choosing the best time is key to making your posts effective on social media. To make this job easy, social media scheduling softwares like Hootsuite not only display all profiles on one dashboard, but also help schedule posts and publish them at a later time.
While this is an effective tool in preplanning and holding on to a content strategy or a blogging calendar, it also works in a mechanized way. Many softwares are available in the market to auto-schedule social media posts. Some of these are free while some charge a monthly fee.
These platforms share many similarities like dashboard, scheduling or media library. Features like prices, social networks to choose from and posting interface vary between them. However, auto-scheduling posts has its cons. For example, if a beloved celebrity or a celebrated author just passed away and your account posted a pre-scheduled tweet which hints at publicity or humor, people can immediately shut you down for being inconsiderate.
Here are some major problems you will face if you frequently use social media integration softwares to publish scheduled content on various platforms:
Don’t miss out on real-time action
Social media channels like Facebook and Twitter are always buzzing with activity on real-time stories. Trends are made and fade in an hour, so chances are that if you are scheduling your posts in advance, your updates will be posted, but you will miss that window of opportunity in which you could engage with followers on the basis of real-time trends.
Oscar de la Renta is a high-end couture brand which broke the norm and debuted its fall 2013 fashion line on Instagram. The brand relies heavily on social media scheduling to publish important events, but stays on top of the social media game by making its 300,000+ followers feel included in the hype.
If you are scheduling weekly posts in your integration software and not logging in the whole week, chances are that you are missing out on important online events and discussions, some of which may have been important opportunities for your business.
Don’t be misunderstood as spam
If you schedule too many posts for the day or the week, internet citizens will take only a few seconds to label you as spam. Even if your followers don’t report your account, they will be suspicious about the credibility of your business.
This is worse if you are scheduling to post the same content every other day of the week. You can avoid this messy situation by writing natural posts which don’t seem spammy or too commercial to the common eye.
Oreo is a brand which really cashes on their social media presence. They are always on a lookout for live pop culture events. The account made waves online when it jumped on a blackout at the Super Bowl last year. This is the best way a business can stay original and be a favorite online.
Don’t lose touch with your audience
If you schedule posts too far in advance, you can lose touch with what is happening in the account pages and comments. You wouldn’t know what the followers are writing as feedback in comments and you might not even remember what you posted from the account when you planned it all a month ago.
You can prevent this by scheduling only 3-4 days or a week in advance, at most. You can also decide that you will schedule posts only when you will be busy, like on vacations or a special event.
Pizza Hut has a very active Twitter page which revolves solely around humanizing the experience. They post funny stuff, retweet their followers and don’t lose touch with the replies. It is advisable to schedule only important posts, and a little humor on your pages wouldn’t hurt.
Don’t affect your relevance
When you start using these scheduling tools, it is very tempting to go out of your way and schedule everything. Remember that if you are a business, you have to post in moderation.
You should post in a frequency which is enough to grab your follower’s attention, not more and not less. The last thing you want is your account posting a chirpy commercial post when a serious event is being discussed online.
Brands are working really hard to stay relevant on social media and even service-based businesses like plumbing are choosing this medium to attract more leads. If your posts are getting published in this market, they better be scheduled correctly and only when needed.
You can take the following measures to save your accounts from an auto scheduling disaster:
- Don’t make an account on every social media platform known to the internet just for the sake of ‘reach’. Be where your presence is worth it.
- Schedule updates around your B2B blogposts. Let your B2B post guide the time and topic of your next scheduled update.
- Post live every once in a while to add a personality and sense of connection with your business.
- You don’t have to overwhelm your schedule to maintain a targeted social media presence.
Social media doesn’t come with a manual and businesses specially have to learn to do the right thing by experience. If you have faced difficulties with scheduling posts, now is the time to learn from those mistakes and be available for your followers as much as possible. A good manager is one who can keep a close eye on the interactions even if the posts are scheduled via an integration platform.