Social media calendars are anti-social.
Scheduling content is one of the most alienating things you do for your brand.
Before you protest, let me explain myself:
Although there are beneficial content management tools—many simplify the lives of social media managers—I don’t advise using them.
Most casual users don’t schedule their personal social media content. Instead, they think of something to say, then post it (usually immediately). Or, they read something a friend has said and respond to it. The same applies to sharing posts and newsworthy content.
“Set it and forget it” hinders your ability to engage with breaking news. It lacks authenticity. Worst of all, the community-management model (scheduling posts written by people who only do customer service on social) is incredibly lazy.