Auto-posting: The Lazy, Helpful Rotisserie Chicken of Apps
If you’re running a business, you can’t sit in front of a computer, Tweeting and updating your Facebook status on an hourly basis. Hell, you might not even get to it all day. Or all week! But using auto-posting applications like HootSuite allow you to schedule future social media posts way ahead of time; right down to the minute. Think of it as a rotisserie chicken that cooks while you’re doing housework. “Set it and forget it!”
Here at RUSSO, we take an active day-to-day role in posting for ourselves and our clients. But when it comes to scheduling, we’ve dabbled in auto-posting for pages that require consistent messaging — ensuring certain messages are released at a specific date and time. But as social media experts, we immediately identified the drawbacks of using an application like HootSuite. Sure it’s useful, but it can be harmful too. So we’d like to explore the pros & cons of auto-posting.
It works when you’re not at work. The most useful thing about HootSuite is that it keeps your social stream regular when you’re unavailable to post on your own. If you can’t be there to update your Facebook and Twitter feeds, and you don’t have someone else to do it for you, this is the next best option.
It’s counteractive to the purpose of social media, which is to share thoughts as thoughts happen. Some view auto schedule apps as a robot among humans because it’s just disseminating pre-packaged messages.
It’s a timesaver. You can go about your business and focus on running your business while Facebook and Twitter take care of themselves. Of course you’ve got a pre-write posts or hire an intern to do it for you, but it’s the same thing as turning on a Roomba before you leave the house.
Auto-posting can make you lazier, and we completely understand why. It’s a whole lot easier to devote a single hour to a week’s worth of posts instead of regularly writing from the heart. We believe that if you’re going to auto-post, there needs to be a blend of organic posts around your pre-made schedule.
If you know you’re going to be in a situation without Internet access, this is your failsafe to updating your social networks. You can be out of range or out of the country and your audience will still be able to hear from you.
As we mentioned in last week’s blog post, auto-posting in times of tragedy or noteworthy newsbreaks can have irreversible effects on a brand. So disable auto-posting during times that require real attention because pre-made posting can give the public the impression that you’re disengaged from what’s happening on the news.
If you need to say the same thing over and over again in order to make a lasting impression from one message, auto-schedule apps can ensure that the same thing is posted on a daily basis. Sure it’s repetitive, but it’s consistent.
It’s just another app. It’s another thing for you to worry about and fret over in addition to your web presence and the social platforms you’ve chosen for your business. It’s another password to remember and another site that may become obsolete in just a year or two.
Final Thoughts: We absolutely acknowledge that you should still consistently monitor your social pages, even with an auto-schedule app. So once you set it, don’t emphatically forget about it.