Over the past few years, organic reach and engagement have hit an all-time low on most social media platforms. To put it simply the platforms are just too oversaturated for people to see much of a difference in their organic results. However, it has been questioned as to whether third-party social media scheduling tools are having a negative impact on organic results.
Should we be using social media scheduling tools?
This is a difficult question to answer as many small business owners and social media managers really need to use scheduling tools to get their content out there. I know it would be impossible for me to post content at the right time for all my clients without using a scheduler.
Facebook in particular offers a free social media scheduling tool built into the platform; so obviously they’d prefer you to use this and spend more time on their platform.
However, I’ve found depending on the type of content this isn’t always possible. Facebook also tends to only support pages with ad spend behind them meaning to gain the audience recognition you’re looking for you’ll have to do some paid advertising on the platform. Find out how here.
When it comes to third-party schedulers, contrary to what many believe there is no proof displaying a correlation between the use of social media scheduling tools and decreased organic reach and engagement. In fact, most social media scheduling tools provide a variety of insights relating to your organic performance helping their users understand what is going on with their content and how their page is growing.
The scheduler shouldn’t replace you!
Although we know that a social media scheduling tool may not be affecting your organic reach and engagement one thing that will is if the scheduler is relied upon completely to perform all social media tasks.
So, if it’s replacing you!
It’s very easy to schedule your monthly posts into the calendar and sit back knowing it’s all taken care of. But you as an individual still need to be present on the platform. Replying to comments, engaging with others, and sharing your and other pages posts regularly to display that there is a human behind your brand and you’re not just a machine.
The same can also be said for content creation. There are some amazing tools out there providing stock imagery like Canva:https://www.canva.com/en_gb/ and Unsplash: https://unsplash.com allowing you to create social media graphics that will display your business in a positive light.
But, posting stock imagery 24/7 won’t help your organic results. I recommend that my clients try to post something personable and original at least once a week as these posts generally gain higher engagement than those using stock imagery. It isn’t possible to do this all the time, but it should be noted that we want to show the humans behind your brand, and this will coincide with your interaction with both other brands and your followers.
How many platforms should I be using?
As a social media manager, I often get asked how many platforms businesses should be using.
There isn’t a simple answer to this. When it comes to choosing which platforms you should prioritise you’ve got to think of your audience.
If you’re a B2B business, LinkedIn will be essential for you due to the professional nature of the platform. However, if you’re a B2C and you’re focusing solely on consumers then Facebook and Instagram are where it’s at for you.
This doesn’t necessarily mean that you can’t be on all three or more but make sure that you’re focusing on one platform and doing it well rather than doing all the platforms poorly!!
Examples of social media scheduling tools
For each of these platforms, there are many social media scheduling tools available allowing you to post a variety of content on a variety of platforms.
Here are some examples:
Social Pilot: https://www.socialpilot.co/
There are many many more tools out there so make sure you do your research and make sure that you choose the right scheduler for you and your business!
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