By Mary Liebowitz

January 16th, 2015

We’ve talked a lot about the benefits of using social media scheduling to save time, but are now looking at it also from a big picture perspective. Social scheduling is an excellent way not just to lighten the workload of one person, but can facilitate sharing, interdepartmental campaign overview, and creative inspiration when teams use it together.

A social media manager’s workday can be hectic, and packed with demanding activities that take up big chunks of time. If there are a few people responsible for social posting for multiple channels within a brand, lots of time can be spent curating information for each channel, editing media, and creating posts.

It can be a tedious process to find the right information for each channel and write each post using the appropriate images, but requires careful attention to ensure it’s done properly.

Tapping into collective resources

We’ve seen in recent years that inter-organizational collaboration builds a strong community spirit, and streamlines some workflows and avoids duplicated efforts. In social media management, a collaborative environment can also save team hours each week, when it comes to scheduling social content. Each time we welcome a new customer who chose the Falcon platform because of the collaboration capabilities, we all get a little excited here at the office. It means that we get the chance to work with another company that’s seeing past the traditional impact of social’s benefit, and into the mindset of an agile, sharing organization. And that’s just really fun to work with!

For us, when we have different teams within an organization responsible for the social content of channels, regions, or brands, they can use shared resources to work in cooperation and cut down on wasted hours.

social media scheduling

How it’s done

For example, a company with regional channels can edit media and save it within a shared content pool. Each team will be able to reuse the images for their region, and ensure the right image is in place. As each post is created, it can be submitted for approval to guarantee each message is on brand for each channel. Each submitted post can be scheduled accordingly, with an overview of each month to see what’s running for each channel, and when. We love how Carlsberg managed this across 49 countries and over 500 beer brands on Falcon.

Not only are hours of time saved by the collaborative effort, but by utilizing social media scheduling, each team has avoided having to manually share content and can cut out the dialogue needed for extensive coordination.

Scheduling posts for maximum impact

Using analytics, (within the Falcon platform, this is the Measure tab) you can see when your social networks are most responsive and when your posts gain the most impressions and engagement. This will help you to develop a schedule of the most effective times to schedule your posts.

There may be times outside of regular business hours where you’re able to post regionally for each timezone, and share information of interest to your network. For instance, you’ll know if your audiences respond to longer pieces of content during their commute times, without needing someone to monitor engagement during these hours.

Industry-relevant events can create quite a buzz. You can strategically schedule social content during events so that you’re able to participate in the online discussions while still maintaining a channel presence, and make use of event hashtags to stay at the top of feeds.

Scheduling social media is an excellent way to save time during the week, and provide a comprehensive and consistent overview. Adding a collaborative layer can scale your social media management into quite an impressive social presence, while remaining on brand and efficient.

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