The Advantages of Scheduling Social Media Posts in Advance

Have you ever had one of those days (or months) where you just can’t keep up with everything being thrown at you? There are times when our office has to take care of an emergency and other things seem to fall by the wayside, including our proactive and positive social media posts.

That is why we find it very beneficial to schedule our social media messages in advance.  Whether it is details about an upcoming district event, back-to-school information or a reminder to take a survey – you can use several tools to set up social media posts ahead of time.

Our office uses the scheduling tool on Facebook as well as the free version of HootSuite for Twitter.

Scheduling your posts offers many opportunities and advantages:

  • You are in control of your posting schedule and can post on social media in the evenings and weekends without having to be at your computer (or at work!).
  • You can create your content plan and schedule in advance. And most importantly, you can tie it into your overall communications strategy.
  • You can find the perfect time to post your content. We find that posting information later in the afternoon results in a greater number of views as well as likes on Facebook.
  • You can coordinate all of your messages. For example, a letter from our superintendent to the community can be scheduled to post on our website, through our rapid notification system and on social media all at the same time.

In the summer months, we set up many posts when we are out of the office. Often I find myself surprised to see a story on my news feed that I had forgotten we had scheduled weeks in advance!

It’s also a fun way to share old photos on a weekly basis as part of a Throwback Thursday or other campaign. You can set up as many weeks as you would like in advance and simply sit back while social media sites do the work for you.

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This entry was posted in Facebook, Social Media, Twitter by Doug Bray. Bookmark the permalink.

About Doug Bray

I joined the Ritenour School District in July of 2006 after spending the first nine years of my career working in professional and amateur sports. In March of 2013, I was named the Director of Communications and Community Services for Ritenour. Prior to that I was the Communications Manager for the St. Louis Sports Commission from 2003-2006, a non-profit organization that works to attract the top amateur and professional sports to the region. From 1997-2003, I worked in the public/media relations office for the St. Louis Rams football team.

5 thoughts on “The Advantages of Scheduling Social Media Posts in Advance

  1. Reblogged this on Ameerah PR & Marketing Services and commented:
    Among Social Media Community Managers, there is a spirited debate questioning whether to schedule posts. The pros are very obvious: you save time and become more efficient but the risks are also apparent – what about the errant or ill-timed post during a potential crisis?
    Marketing automation has its advantages but nothing replaces human judgement – someone watching and monitoring public sentiment and whether something is good taste or appropriate to post.
    For simple calendar reminders, holiday announcements or FAQ kind of information to help your customer, scheduled posts can be a blessing. But I recommend always keeping an extra eye on your scheduled activities to make sure your organization or brand is still saying what you need to say in the right way … at the right time.

  2. This can be very handy, Doug – good stuff! However, it’s important to remember what you scheduled, because if (heaven forbid) something horrible happens in your district right before a cheerful post goes up, you will come across as insensitive and tone-deaf.

  3. Thanks so much for the feedback – and for reading the post! I agree with both of the comments above. In addition, even though I didn’t mention this, be sure to monitor all posts for inappropriate comments (especially on the weekends). Sometimes the most innocent posts can garner the worst feedback.

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