It would be great to engage with our communities every hour of every day—but that’s just not possible, nor is it good for the health of social media and community managers. In today’s saturated landscape, planning out and scheduling content is necessary. The engagement aspect occurs organically from there, or in between posts.

A social media management tool can have a tremendous impact on saving time and energy. Here at Sprout Social, we recently updated our content calendar, making it even easier for people to differentiate posts and networks for their scheduled content. Our community is well versed on what a solid schedule looks like, and they shared their thoughts during this week’s #SproutChat. Here’s what our experts had to say.

Take Frequency Recommendations With a Grain of Salt

Every now and then, a guide or data point comes out around recommended post frequency. While some of these do hold clout, it’s much wiser to test different frequencies with your own community. What works for some brands on Twitter might fall flat with your audience. The nature of your product or service also plays a huge role in where your audience might be spending its time and therefore how often and when you should post. We asked the community how often they recommend posting across different platforms.

Balance Scheduled Content With Real-Time Engagement

Scheduling is great, but there should also be some aspect of interacting with your community in the moment. People can recognize when a feed is all scheduled content. So create blocks in your calendar for engaging—whether that be participating in a Twitter chat, jumping in on a Facebook Group thread or perusing a hashtag on Instgram. We asked the community how to balance scheduled content with engagement efforts.

Be Mindful of Scheduled Content During Crises

Social media managers should always keep a pulse on currents events. Seemingly innocent social media posts that were scheduled before a crisis can come across ignorant and callous. In times of tragedy, it’s best to pause content or delete it all together. This also applies to company news. It’s crucial that your social team has a direct communication line to your PR manager. We asked the community how social media managers can manage social in times of crisis.

Build Engagement Through Tailored Content

Getting content posted or scheduled is just one piece of the pie; creating content that your community actually enjoys and invests time in is something else. Initially, it can be challenging to determine what resonates, but with time and careful attention, social media managers will develop a sixth sense for what appeals to their audience. We asked the community what kind of content they should be focusing on.

Join Us

See you next week, as we discuss how to create a killer Instagram strategy with special guest Nycole Hampton of Choose Chicago. In the meantime, be sure to join our community on Facebook to stay up to date on topics and discussion questions.