If you're scheduling social posts without doing your due diligence on each and every platform within 2-4 hours of a post going live (preferably within 30 minutes before), you're doing it wrong.
If you're using the same post across multiple channels, you're doing it wrong.
If you're re-using the same post multiple times within a few weeks, you're doing it wrong.
The only people I give a free pass too are solo marketers who really just don't have time to do things right and have to keep up a minimum level of noise on social.
Ultimately this is a tool that saves time for, mostly, small companies.
That sounds very interesting. What do you mean by "the businesses"? Where are these stats from?
Well, more a paraphrase than a direct quote, but still. Most companies can't afford to hire the very best. Many companies take a bang-for-the-buck approach, and products like Buffer hit that measure for them better compared to paying much more for a world-class marketing team.
Doesn't mean it's a bad product. Just means you're not the customer.
Most mediocre people we would think suck. Really look at the 50 percentile. Ever interview people with long careers, making decent/good pay, at well known companies, and wonder how in the world they even have a job? That is a an extreme example, but most people treat it like a job, something to get done, provide for themselves and family. That's okay, but they're not that dedicated in being the very best.
Not sure how you're interpreting my comment. It isn't to knock people with other priorities like a family. In fact that's perfectly fine and expected. I used it as an example of why people might not be the best in their field. Your description of the trade off supports that claim, and it's a fine trade off to make as work isn't and arguably shouldn't be the center of ones life.
So I don't think we disagree on anything.
But if your team is big enough to have even one dedicated social media person, then they should be doing their due diligence and maximizing the quality of their content and channels. That almost always means doing a lot of the work manually so you get the biggest bang.
Plus, in reality, we're talking about 3-4 channels. It really isn't that time consuming to manually handle a lot of what Buffer automates.
Don't get me wrong, as products go Buffer is certainly solid and our team uses it sparingly, but I really think too many people get lazy and overly rely on automation.
> "If you're scheduling social posts without doing your due diligence on each and every platform within 2-4 hours of a post going live (preferably within 30 minutes before), you're doing it wrong."
Can you elaborate on this? What type of due diligence do you need?
> "If you're using the same post across multiple channels, you're doing it wrong."
Some posts can be shared as they are across multiple networks, other posts need to be different. We address this by allowing the user to write the post once and customized it for each network before its published. This includes different images, different URLs, different OG tags, keywords, mentions, etc.
> "If you're re-using the same post multiple times within a few weeks, you're doing it wrong."
When you publish something, only a percentage of your audience sees it, which is why it is considered a good strategy to repost every now and then for higher exposure. Just don't do it every few weeks. The way we solved this problem is by allowing the user to create category-based schedules. Basically, we have a content library that organizes posts by categories, and each category can have one or multiple publishing schedules. You can choose to recycle content from specific categories or not, up to you. The more content you have in each recyclable category the less frequent your content will be reposted.
There are many other hard problems that SMM platforms can help you solve including social listening, which if done manually can be very time consuming and silly.
EDIT: typo
If usernames and hashtags were the same across the different platforms, it might work. But what you should say on Facebook won't translate to Instagram or Twitter so what's the point?
I realize that twitter was a place where I could get a lot of conversions to the website, but not the greatest for engagement. So I created twitter bot using the Wordpress REST API [1] to just pump out links to my recipes. Instagram, on the other hand, is all hand written and takes me some time. Although instagram barely gets anyone too my website, it has been the best tool for me to build a community around. So much so that I am thinking of abandoning the website.
I can't figure out Facebook for the life of me...
[1]: https://github.com/kylevalenzuela/python-wordpress-twitter-b...
Instagram, I get real actual people reacting, but there's no good way to drive people directly to my site from Instagram. I use it more to engage with the audience and not to drive clicks.
I held off on using Facebook for the longest time, but I've had more engagement there than anywhere else. At this point, 90% of my clicks come from Facebook, and about that much of the social media engagement too. My secret? I have a $1/day ad sitting out there generating about 20 likes per week. Once I hit 500-600 likes from the ad, it because self-sustaining. Enough people would engage with posts that their friends would see it and like or follow as well. Sucks that I had to pay to see any benefit, but I paid Twitter and Instagram too and didn't get squat from it.
So due diligence in this scenario means if you are hoping to just load up a bunch of tweets for example, have them blast out are pre-defined intervals and think that is good enough you are in for a rude shock. You should instead be monitoring it to see what the reaction is and if there are any conversations that you should be a part of based on what you have shared. You need to come across as a real person who is sharing something that you genuinely feel people are going to find useful if you want to have any kind of real "success" with social.
There's a huge amount of value to be gained by participating in a larger conversation at any given moment (thinking mostly of Twitter here). It's not about just jumping on hashtags or Trends, though if relevant that's an opportunity. But if everyone is talking about a big topic, then customizing a post to add value to the conversation can have huge benefits.
Or just interacting on a human level. I've seen my best gains and actual new customers when participating in hashtag chats for my industry. Not selling my product, just trading ideas and opinions. That's how we met some great influencers who have ended up being major magnifiers of our messaging.
Also evaluating the overall tone on a social channel. Did your last post on FB a few hours ago result in a bunch of snarking by readers? Then maybe a humble tone is in order.
It's also about knowing when not to post. An earthquake kills 25,000 people in the Yucatan? Your fluffy happy emoji-laden post looks really out of touch.
Anyways, I just think it's very hard to pre-schedule content that's truly relevant. So instead, as someone mentioned above, people spray and pray with a mix of product/feature advertorials and rarely-clever memes. Noise.
Tools like buffer would still exist even if every single social media network offered scheduling capabilities. The fact is, if you're a digital marketer, you're not going to waste your time jumping between networks and multiple accounts scheduling content manually.