Scheduling social media content helps boost productivity and efficiency, but automating your publishing workflow can backfire.
If you err too far on the side of automation, you risk making embarrassing gaffes—or brand-bruising blunders that can ignite a crisis.
Avoid these 10 major social media scheduling mistakes.
1. Failing to tailor posts for each platform.
If you publish the same content on each platform, your followers are likely to see—and scroll past—repetitive posts.
Mindless cross-posting also means you’ll miss out on each platform’s unique benefits and functionality. Have you ever scheduled a post for multiple channels using an Instagram-only call to action, such as “Click link in bio”? Whoops.
Tailor text for each platform. Write captions that appeal to the specific audience you’ve amassed on each channel. Craft a call to action for each platform to generate peak results.
2. Scheduling each post individually.
Rather than scheduling posts one at a time, bulk-publish your content instead.
This enables you to upload dozens of posts at once, so you can have weeks’ (or even months’) worth of content scheduled in minutes.
Just export your social media calendar as a spreadsheet, and upload it directly to your scheduling tool.