Why You Should (and should not) Schedule Posts

Last Monday a 9-year-old girl from New Jersey was learning to shoot an Uzi at a range in Arizona while on vacation with her family. Shortly after her second attempt at a shot, her instructor was being airlifted to the hospital having been hit multiple times. He died later that night in the hospital. As the story began to gain momentum and shares in social media throughout the week, a tweet from the NRA Women account was posted then was quickly removed:


The tweet was removed just after an hour but has become a story of its own. I can’t say for sure that the tweet was scheduled in advance. The article referenced was published a week earlier and is still live here. However, if I were the NRA (or Smith & Wesson who sponsors this Twitter account) I would review all upcoming posts as soon as an innocent person is killed by a gun and the story is making headlines. You say you would do the same but does your staff actually do this?

Scheduling posts through Buffer or Hootsuite is easy to do and can save a lot of time in your day. Many managers schedule posts for a few minutes in the morning and evening then go about their day. Scheduling posts also makes sense for timing messages around announcements, PR events, product launches, etc. As a general tactic, scheduling posts is fine and very helpful.

Our best advice to anyone scheduling content is to take time to review your posts once in a while. Here are key moments to review your posts:

  1. Quarterly- Just to keep it top of mind
  2. Major news story- Especially when it affects your product, service, customers, or industry
  3. New memes- Ensure your future posts are not on the wrong side of a joke.
  4. Industry news or legislation- How are the laws affecting your business?
  5. National events- At home or in countries where you do business.

A great social media manager will keep an eye on these topics and concerns for you. Looking for a great social media manager? Click here for our guide