Staying relevant and maintaining a brand’s reputation is more challenging than ever. Platforms like Twitter (now X), Instagram, Facebook, and LinkedIn provide unparalleled opportunities for connection and engagement, but they also demand vigilance. According to Buffer, a leading social media management tool, there is one critical mistake social media managers should avoid at all costs: never schedule posts without reviewing current trends or events.
This seemingly simple advice can save your brand from potential disaster.
Why Scheduling Without Context Can Backfire
Scheduled posts are a time-saving feature that allows brands to plan content. However, failing to consider real-time events or trending topics can lead to posts perceived as tone-deaf, inappropriate, or out of touch.
1. Tone Deafness During Crises
Imagine a lighthearted promotional tweet going live during a natural disaster, political unrest, or a tragic event. Audiences might interpret this as insensitivity, leading to backlash and reputational damage.
2. Missing Out on Trend Integration
Trends are fleeting but powerful. Ignoring trending topics or events means missing opportunities to join the conversation and increase visibility. Worse, your scheduled post may contradict the spirit of the moment, making your brand look disconnected.
3. Risk of Mismatched Messaging
Pre-scheduled posts don’t adapt to sudden changes in public sentiment. For example, a celebratory tone might clash with a serious global or local incident, resulting in an inappropriate or ill-timed message.
Buffer’s Philosophy: Real-Time Awareness Is Key
Buffer emphasizes the importance of integrating real-time awareness into your social media strategy. While scheduling tools are beneficial, they advocate regularly revisiting the content queue to ensure alignment with current events and trends.
Pro Tip from Buffer:
Set reminders to review your scheduled posts every morning or during major events. Adjust or pause posts if necessary to reflect the current landscape.
How to Stay Trend-Sensitive While Using Scheduling Tools
1. Leverage Trend Monitoring Tools
Use tools like Google Trends, Twitter Trending Topics, and Buffer’s built-in analytics to stay updated. These tools can help you identify whether your scheduled content aligns with the current mood.
2. Build Flexibility into Your Schedule
Avoid rigid posting schedules. Instead, leave room to incorporate time-sensitive content or adjust existing posts to reflect real-time events.
3. Create an Approval Workflow
If your team handles a high content volume, implement a review process to double-check scheduled posts, especially during sensitive periods.
4. Set Alerts for Major Events
Use news apps or alerts to stay informed about major developments that could affect your audience’s sentiment.
Case Studies: When Scheduling Goes Wrong
The Pepsi Controversy
Pepsi faced backlash after airing an ad that seemed to trivialize social justice movements. While not a scheduled post, the lack of real-time sensitivity in planning serves as a cautionary tale for social media managers.
Fashion Brand During a Hurricane
A well-known fashion brand faced criticism when a cheerful promotional tweet coincided with a devastating hurricane. The post was likely scheduled well in advance, underscoring the importance of regular review.
The Buffer Advantage: Balancing Automation with Human Touch
Buffer is a trusted ally for social media managers, offering tools that streamline scheduling while encouraging thoughtful content strategies. Their advice boils down to a simple truth: automation should not replace awareness.
Key Features to Support Real-Time Management:
– Pause Scheduled Posts: Instantly stop all scheduled content in light of breaking news.
– Analytics Insights: Understand what your audience is engaging with in real-time.
– Collaborative Calendars: Allow multiple team members to weigh in on scheduled content.
Conclusion: Thoughtful Scheduling Protects Your Brand
The convenience of scheduling tools like Buffer should never come at the cost of mindfulness. Reviewing trends, events, and public sentiment is essential for ensuring your content resonates positively with your audience.
By following Buffer’s advice, social media managers can avoid embarrassing mishaps, capitalize on real-time opportunities, and maintain their brand’s credibility in an unpredictable digital landscape.
Sources:
Victor, Daniel.”Pepsi Pulls Ad Accused of Trivializing Black Lives Matter.” The New York Times, 5th April 2017, https://www.nytimes.com/2017/04/05/business/kendall-jenner-pepsi-ad.html
Lee, Kevan.”How to Create and Schedule a Social Media Content Plan.” Buffer Library, 24th October 2023, https://buffer.com/library/schedule-social-media-content-plan/