I have often explained that social media is like a freeway. Each car flying by is content you and others are posting in their feeds. You have to have enough relevant, valuable cars (content) on the road every day outside of RT’s and shares, so that whenever your audience steps up to the side of the freeway, one of YOUR cars fly by that is inline with your proper content strategy.
Of those using social media for marketing, I was amazed at how many proudly stated something like “I only post manually!” Over half of the people who responded to my question were basically saying that when and how many posts they infuse in their streams is directly related to whether their butt is able to be in their seat. They had no real consideration of their followers and when they were available and engaged.
Here are a few of my quotes I challenge you to ponder for a moment…
“Manually posting every single post you share on social media doesn’t make you authentic, what you do AFTER you post is what is important.”
“Digging by hand when shovels are available doesn’t make you authentic, it makes you ignorant. Social Media requires the proper tools.”
“Content leads to conversations, conversations build relationships, relationships result in ROI.”
Now let’s remove my Italian, often overly intense personality from these and dig into some points you should consider.
1) Scheduling Posts – When you schedule posts, you are not automating your social media responsibilities, you are ensuring that your streams always have relevant, valuable content that your audience will find interesting. You spend more of your social media time engaging and driving ROI, rather than manually posting content when you have time.
2) Enough Cars, All Day – Most people are not logged into social networks all day long, watching every post that comes through their feeds. No matter when they login, there should be something relevant from you that will draw them to engage.
You also need to know when your audience is most active online and be prepared during those times to engage with them. Having your content scheduled across the day gives you the time to focus on this outreach effort.
We use Tweriod to analyze our followers activity and know when they are most active.
3) Use Time Effectively – If you are spending hours per day on your social media marketing, be sure the time you are spending is on things that result in ROI (return on investment). Things like conversations, relationship building and engaging with your prospects. By scheduling content across the day, you now have more time to spend on those things that will make your social media marketing effective.
4) Post Real-time Too! – I am not saying to never post live. In fact that is a requirement. Use your time to post things that are happening right now that you shouldn’t and can’t schedule. Post things in real-time that make you human and approachable. Share the pictures you take in real-time that will spark conversations about your business. Post content you come across in real-time during the day that is relevant to your audience.
Scheduling content is not about either or, it’s about the proper mix of BOTH scheduled and live posts that get results and deliver value all day, every day to your audience.