Imagine with me, for a moment, that you’re at a restaurant. You’re looking at their display case (because it’s full of distracting deliciousness) and you point out, to a friend, a main course dish that you’re going to try. The person behind the counter sees you, pulls out the display meal, and hands it to you.
How would you react?
Well, I’d probably gag and (as politely as I could muster!) decline the meal. After all, I have no idea how long it’s been sitting there! I’d rather avoid food poisoning where possible. I’ll take a fresh meal, thanks.
Social media scheduling is like those meal displays
The premise of social media scheduling is that you take a bunch of social media posts and you schedule them in advance. While it works in some instances, guess what? They aren’t fresh. And the social media platforms have built-in algorithms to give those scheduled posts a lower priority.
In other words, Facebook or Google+ or LinkedIn can see that you’re trying to set it up to schedule every three seconds through the night. They know it’s not you. And so if it’s not important enough for you to post it yourself, it must not be important enough for them to show to all of your followers.
So instead, they take those posts and show them to only a few of your followers. Those posts will only get seen more depending on how your followers respond. If they like/share/+1/retweet that sucker like nobody’s business, it’ll do fine. If they don’t, it’s going to die a slow, painful, and ignored death.
So here’s what you do to get the engagement you want
Instead of letting your perfectly scheduled posts get ignored, you’re going to want to use the system. Game it, if you will. Instead of using the going-to-be-ignored third party scheduling system, use the social media platform itself. If you’re on Facebook, post in real-time. Or, use their scheduling platform (they won’t ding you for using that!).
Yes, it takes more time. Yes, it means more work. But it also means that you’re going to post things that your audience wants to hear. It means that your audience is going to respond, to leave comments, and to talk about your posts!
That’s what you want, isn’t it? (this is where you nod your head “yes!”)
Then let’s go do it!
Scheduling systems do have their places
All this being said, scheduling systems and third party platforms still have an important role in social media. The trick, though, is to use it as it was designed: to enhance the social media platform. It’s not to replace it! It’s like that display meal. It’s meant to whet your appetite – not replace your meal.
I know – it’s a fine line. But it’s an important fine line – one that could literally make or break your audience’s social media experience with your company.
So don’t leave your social media marketing to chance – or let it go stale. Make sure you’ve got the A team handling that important networking aspect of your company.
Want us to be your A-team? (A is for Admin-ease, after all!) We’d love to work with you. Just give us a call.