We’re often asked by clients about the use of scheduling tools such as Hootsuite or indeed Meta’s own scheduling software for social media posts and whether they’re a good idea. 

Our feeling is that they can be a very useful tool IF you don’t rely solely on them.  They’re very useful for standard messages but the beauty of social media is its spontaneity and you can risk losing the power to tap into breaking stories if you don’t check your social media feeds personally.

There is, of course, also the risk of scheduled messages being inappropriate in light of wider world events. So we would say possibly discretion is the better part of valour and it may be wise to turn off scheduled posts if something major happens.  At the end of the day whether you agree or not, you don’t want to be the subject of a social media rant about insensitivity, your social media profile has to be impeccable.

So in conclusion? Yes, a scheduling tool can be a useful asset.  But don’t rely on them and don’t lose that personal touch!