Why Elaborate Social Media Calendars and Too Much Automation Might Be Killing Your Game

Today, the world of marketing is all about automation. And automation is extremely beneficial. With so much to juggle, organize, and stay on top of, it can be counterproductive for a marketing professional to manually manage every aspect of digital marketing.

However, not every aspect of marketing should be automated. In fact, some businesses may actually suffer a loss of engagement and results on social media in particular because of too much automation.

Think of a business’ content marketing calendar, which most often includes social media posts. In many cases, marketers will plan out social media nearly a month (or more!) in advance. While this saves time, it’s important to still leave some room on the schedule for improvisation and for last-minute additions.

Why is this important?

It is becoming increasingly difficult to reach new users on social media, particularly for businesses. If a business does not promote posts, often the content they publish gets lost in the vast world of unseen posts. Because of this, too much automation of the social media schedule can backfire.

For example, say that a post is published after being scheduled a month in advance. However, in that intervening month, several interesting and relevant press pieces and videos have gone into circulation. Now, that post that was scheduled so thoughtfully before has less relevancy as the other “cooler” pieces of content take over users’ feeds.

In another example, something that was relevant and useful a month ago may not be quite as timely when it comes time for the post to be published. Of course, content that is scheduled in advance should be more of the “evergreen” type, so it’s a good practice to do an audit of upcoming content before it publishes to ensure that it is still relevant, timely, and useful to users.

“But automation saves me so much time, I can’t possibly abandon this system,” you may think. This is a perfectly reasonable objection.

Instead of thinking of it as abandoning the concept, try changing things up a bit. Instead of scheduling content a month in advance, try scheduling it bi-weekly. This makes the window of relevancy a bit smaller and allows for an influx of fresh, more timely content to be posted sooner rather than later.

Another change to try is to allow for one or two openings on the schedule each week. This way, evergreen content can be scheduled further in advance, but there is room to pop in content that may come up at the last minute or be more timely. With this approach, automation is still possible but allows for some improvisation.

Automation can often be a marketer’s best friend. When it comes to reporting, gathering information, and even posting content, automation saves time and boosts productivity. However, automation should not cause a business to lose its authenticity and relevance.

Marketers should pay attention to the results from posts scheduled in advance, as some tweaks and changes may be necessary to improve the engagement and reach of the content.

Ronn Torossian is the CEO and Founder of 5WPR.

Ronn Torossian is CEO & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“

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