Social Media content marketing, curation and deployment is undoubtedly time-consuming.

Many of us are looking for easy shortcuts that can help us to save time and stress when it comes to managing our Social Media accounts.

One of the best ways to save time is to create a content calendar. 

Whether you use an Excel spreadsheet, Google calendar or other format, it’s extremely helpful to have “evergreen” content ready to go.

By “evergreen”, this means content that is timeless and can be posted anytime.  Mapping out your content ensures you are reaching your audience with the right messaging at the right time. It also allows you time to have content reviewed and approved (if necessary).

Writing your content in advance helps you to stay focused on your strategy, instead of trying to scramble for material at the last minute.

But when it comes to posting your content….the question is: should you automate?

I see benefits to both sides of this argument.

CONS:

• I personally found that when I scheduled a lot of my Social Media content, I was less likely to log in to proactively engage with other users. I basically “set it and forget it”.
• A third-party scheduler can often suppress the post’s rankings in the algorithm. This means the post may be less likely to appear than when it’s posted organically (I’m looking at you Facebook).
• When people engage with your content, they often expect a response right away. If you’ve scheduled it, you’re often not online to respond immediately.
• Sometimes third-party schedulers can send readers on a wild goose chase to find the content. (They click on one link, which sends them to another link and so on)
• Auto-scheduling your post can conflict with current events and even become a Public Relations disaster if your content appears to be insensitive.
  For example, LiveNation had a pre-scheduled tweet that said:
  “Help us create a @radiohead photo album from the show! Share your Instagram photos from tonight with the hashtag #RadioheadTO”. This tweet was sent AFTER the stage collapse and killed at least one person (Source: UnMarketing.com –> http://www.unmarketing.com/2012/06/16/worst-scheduled-tweet-timing-ever/#more-962 
• Speaking of UnMarketing.com, Scott Stratten says “Automating tweets is like sending a mannequin to a networking event“. (Love that quote!)

PROS:

• It helps you save time and allows you to post content when you’re not at your desk or online.
• You can optimize your post to reach your target audience when they are more likely to be online.

If you are going to schedule your posts, here are a few tips:

• Never upload one piece of content and blast it out to all your channels. Make sure you tailor the content so it’s sent in the right CONTEXT (ie. LinkedIn, Twitter, Instagram are all unique and need different messaging based on the audience).
• Make sure you take the time to engage with people who connect and comment on your posts. Also be sure you’re spending time connecting with other brands and people online. You cannot automate engagement – EVER. People want to engage with other real people.

This is a HOT topic, so I’d love to know YOUR perspective on this. Do you schedule? Why or why not?

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Leslie Hughes is a LinkedIn Optimization Specialist, Professor of Social Media, Corporate Trainer and Principal of PUNCH!media

Leslie was called a “Social Media Guru” by CBC Radio and has been working in digital marketing since 1997 and founded PUNCH!media in 2009. PUNCH!media clients include The Children’s Wish Foundation of Canada, Guardian Life Insurance Company of America and TVO.

PUNCH!media’s goal is to empower through education and help executives gain confidence in their online presence so you convert higher-paying clients.

Leslie provides LinkedIn corporate training and LinkedIn profile writing for executives and teams who need a strong, powerful presence online.