That is the question.
In this day and age, having an active and consistent social media presence is just as important as running your business itself. Social media is one of the best tools to not only increase your brand reach, but to also humanize your brand and formulate stronger bonds with your audience. However, maintaining a social account for your business is time consuming and remembering to post isn’t always the easiest thing to do. If you find yourself struggling with consistent posting, scheduling content in advance could be the solution you’re looking for, but there are plenty of factors to consider before making this decision. Below we explore some of the major pros and cons that come from scheduling content ahead of time.
Pros of Scheduling
You can be flexible- By pre-scheduling your posts, your brand’s content can go live at any time you choose no matter what you’re doing. You can select dates and times to post that best fit your audience’s activity for optimal engagement without worrying if you’ll be available to post the content yourself. Sit back, relax, and allow a scheduler to handle it all!
Conserve time for yourself- Scheduling content makes it easy to save time to focus on other aspects of your business besides social media promotion. Rather than spending time each day to plan and post content, you can plan and schedule content in bulk and log off of socials until you need to prepare content again.
Your brand posts consistently- Having an active presence online benefits your social media and your brand. With scheduled posts, you can build trust with your followers by putting out relevant content on a regular basis.
Cons of Scheduling
Mistakes can be made- When you pre-schedule days or weeks worth of content, mistakes are easy to make and you may not even realize they are there until your content goes live. Additionally, unless you are logging in every single time your content posts to your accounts, you may not catch your mistake until after awhile, leaving your audience confused and disconnected from your business.
You’re out of the loop- Pre-scheduling posts leave little room for you to keep up with trends and current events. Your brand may come off as insensitive or generally clueless if content goes live without these events in mind.
Conversions are easily missed- Engaging with your audience is the simplest way to generate more business by converting your followers to consumers. When you aren’t logging in to post live content, you are missing out on opportunities to respond to comments and messages from your audience in real-time.
Upkeeping an active social presence for your business is a daunting task and takes a lot of consistent maintenance. Regardless of whether you choose to schedule your content, post on the fly, or do a combination of both, what is important is to remember to post content that is relevant and engages your audience.