Why you shouldn’t schedule social media posts

Many social media managers fall into the habit of scheduling posts on several platforms. This digital marketing exec asks you to do the opposite.

Ragan Insider Premium Content
Ragan Insider Content

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.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.