People often think social media activities are simply the result of logging in, dashing off a short note, clicking “post” and continuing on your merry way.
These people also probably think a crab souffle is as simple as tossing ingredients into a pot and throwing into the oven, clicking a button and turning a dial, and waiting for the final, delicious, finished product.
Of course, this isn’t how the real social world operates. It takes time to research, compose, and identify the content and messaging that will really unlock a successful communication strategy to help you reach your business goals. And that’s not all: The immediacy of social media means that you have to read carefully when using one of the primary tools for helping you solve the time/content conundrum: scheduling.
If you’re involved in social media, you know the constant pressure of being able to put out quality content in a regular fashion without keeping yourself tethered to your computer screen or staring at your news feed or Twitter stream. Enter: Scheduling.
Scheduling allows you to focus your efforts, improve your synchronized messaging strategy, and most importantly: Get a lot of it out of the way at once.
Don’t let it keep you from the more organic, in-the-moment, postings that should also be present in your content streams. On Twitter, especially, you don’t want your stream to look like it’s permanently on auto-pilot. But there are several areas that you can utilize scheduling for, and that’s what we focus on here:
- Blog posts: Because of the scheduled nature of blogging, if you stick to one, have it work to your advantage on Twitter: Schedule your blog post tweets ahead of time and generate your future URLs to incorporate as well.
- Marketing posts: Generally speaking, content should follow the 80/20 rule when it comes to self-promotion: Only 20% of your content should be a direct “sell” of your products. With this in mind, you can get those “marketing” Tweets out of the way ahead of time since they constitute a much smaller percentage of your overall stream.
- Topic posts: If you take advantage of bookmarklets provided by your Twitter software management system, you can cover a lot of ground for scheduled tweets based on the website links/articles/postings you come across while web surfing. Start stockpiling.
- #FollowFriday: There are people on both sides of the fence as far as whether #FollowFriday is a fad worth, well, following. But if you’re in the pro-#FF camp, this is another easy one you can get out of the way ahead of time. Pick out the followers you want to shout out and get to scheduling.
Scheduling can be a very useful strategy that saves you plenty of time, but use it smartly or else people will tune out when you come off sounding like a automated megaphone.