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Social Media Roundup - Scheduling social media posts: The good, the bad, and the ugly

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As more scheduling tools and dashboards are introduced into the social media environment, social media practitioners continue to debate the value of scheduling content vs. real-time posting. This Social Media Roundup takes a look at the ongoing debate about whether or not social media teams should schedule Tweets and Facebook posts.
  • 1.Social Media RoundupScheduling social media posts:The good, the bad, and the ugly

2. Social Media RoundupAgendaThis Social Media Roundup takes a look at the ongoing debate about whetheror not social media teams should schedule their Tweets and Facebook posts. The scheduling debate Scheduled Tweet gone wrong Scheduling tools and dashboards When shouldnt you schedule? When should you schedule? Scheduling tips 3. Social Media RoundupThe scheduling debate As more scheduling tools and dashboardsemerge in the social media environment,social media practitioners continue todebate the value of scheduling content vs.real-time posting. Proponents of social media schedulingpoint to its value for smaller social mediateams, while opponents claim that itdetracts from social media engagementand leaves social media teams exposed topotential public affairs disasters. Regardless of where an organizationpositions itself in the scheduling debate,its important to be familiar with schedulingtools and have an understanding of theadvantages and disadvantages of socialmedia scheduling. 4. Social Media RoundupScheduled Tweet gone wrong Just after midnight on July 20, a man opened fire in a crowded Colorado movietheater killing 12 and wounding 58. A few hours later, a Twitter account associatedwith the National Rifle Association (NRA) released the Tweet on the lower left. According to Mashable (http://tinyurl.com/cfegfst), the Tweet was posted throughHootsuite and was likely scheduled before the shooting took place. The Twitter response was quick, and the negative impact on the NRA will likely belong-lasting. This example illustrates what can happen if an organization relies tooheavily on scheduling content. Several individuals responded expressing their disgustOriginal Tweet posted at 9:20 a.m., July 20. with the content and timing of the NRA Tweet. 5. Social Media RoundupScheduling tools and dashboards Scheduling social media content is not a new practice. In fact, there several toolsdesigned primarily to help users schedule posts. Understanding the need for postscheduling options, Facebook recently released a function allowing users toschedule posts up to 6 months in advance. Social media dashboards like Hootsuite and TweetDeck are designed to helpsocial media administrators schedule content thus making it easier to maintain asocial media presence while not being anchored to a computer.TweetDeck is one ofmany social mediadashboards that helpsocial media managerstrack multiple socialmedia accounts whilealso providing schedulingoptions. Dashboards alsoallow users to tracktopics, lists andmentions. For moreabout social mediadashboards, check outthis Social MediaRoundup:http://tinyurl.com/9lev88e 6. Social Media RoundupScheduling tools and dashboards Facebook Page postscheduling allows users toschedule Page posts up to6 months in advance byclicking on the clock iconin the lower left of thestatus box. Once users scheduleposts, they can view themin the activity log. Toaccess the activity log,click on the Edit Pagedropdown menu at the topFor more aboutof the Page, then selectFacebooks schedulingoptions, check out thisActivity Log.Social Media Roundup:http://tinyurl.com/8kf9u5z. 7. Social Media RoundupWhen shouldnt you schedule? Do not schedule controversial content or breaking news. When you know youraudience is going to be actively engaging, you need to be there to respond. Do not schedule posts when you know news is coming. Keep abreast of thenews affecting your organization. When your command is tracking a big news story, you need to be readilyavailable to create live posts and engage with users on the topic. When random prescheduled content appears on your social media platforms inthe middle of a major news event, your organization looks out of touch andoblivious. 8. Social Media RoundupWhen should you schedule? Regardless of when you schedule posts, there are still potential risks. Deciding when to schedule and what content to schedule is up to the individualsocial media team. Its often best to schedule innocuous posts that will createlittle debate, like images and human interest videos. Its good to schedule posts when there are multiple administrators in order toavoid duplicative efforts. Scheduling posts also provides the opportunity to post content for a globalaudience. Just because youre sleeping doesnt mean everyone else in the worldis. Youre never going to be completely safe when you schedule content, so whileyoure authorized to do it, make sure that you go back to the comments inscheduled posts and engage once you have access to your social media sites. 9. Social Media RoundupScheduling tips Always know what you have scheduled and be prepared to delete scheduled postsat a moments notice. Scheduling is not entirely reliable. Occasionally, scheduled posts will not go up dueto bugs or problems with the scheduling application. If you cant delete a scheduled post within 10 minutes of finding out about a majornews event, you should not schedule posts. Scheduling posts does not mean you are free from engaging with your audience. If you make a mistake, admit it. Sometimes a major news event will break and youwont have time to delete a prescheduled post. If that happens, dont be afraid toadmit youre human and apologize. Have a social media strategy and stick to it. All of your scheduled posts and Tweetsshould be on your social media strategy. Scheduling a post should be part of alarger strategy, not simply a tool to make life easier. If you can post live, you should. Scheduling posts just to schedule them is badpractice. If you are at a computer and you have the ability to post live, then youshould post live. 10. Social Media Roundup Contact informationHave questions? Please feel free toreach out to us at the Online andSocial Media DivisionEmail:[email protected] review and download past editions of theSocial Media Roundup, visit our Slideshare siteat: http://www.slideshare.net/usarmysocialmedia.All Social Media Roundups are authorized to bedistributed to a broader audience.8/29/2012OFFICE OF THE CHIEF OF PUBLIC AFFAIRSPENTAGON

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