Social Media Management Tools: Pros and Cons

Key Concepts

• Native Posting vs. Third-Party Social Media Schedulers
• Reach and Engagement on Social Media
• Social Media Management Workflow
• Algorithm Understanding and Testing
• Importance of Engagement Activities
• Data-Driven Decision Making

Native Posting vs. Third-Party Schedulers: The Debate

The central question addressed is whether using third-party social media schedulers negatively impacts content reach and performance compared to posting natively (directly through the social media platform). This is a common concern among social media managers.

• The Claim: Some clients and industry rumors suggest that using schedulers hurts reach.
• Counter-Argument: The speaker's research and experience haven't definitively supported this claim.
• Potential Bias: Studies often come from social media scheduling tools themselves, requiring a critical perspective.

Benefits of Using Social Media Schedulers

The speaker highlights the advantages of using scheduling tools for social media management:

• Content Calendar at a Glance: Provides a centralized view of scheduled content.
• Organization: Keeps all social media activities in one place.
• Post Approvals: Facilitates a streamlined approval process.
• Tool Recommendation: The speaker recommends Metrical, offering a discount code "Latasha" for a 30-day free trial. (Note: This episode is not sponsored).

The Speaker's Theory: The Importance of Engagement

The speaker proposes a theory to explain why some perceive a drop in performance when using schedulers:

• Lack of Immediate Engagement: When posting manually, users often engage with other content (liking, commenting, viewing stories, replying to DMs) immediately before and after posting.
• Engagement Boost: These immediate engagement activities may increase the visibility of the newly published post to those interacted with.
• Causation vs. Correlation: The perceived drop in performance might not be due to the scheduler itself, but rather the absence of these immediate engagement activities.

Practical Advice: Balancing Scheduling with Engagement

The speaker advises on how to effectively use scheduling tools while maintaining engagement:

• Workflow Integration: Use a scheduling tool if it streamlines your workflow, especially when managing multiple clients.
• Dedicated Engagement Time: Allocate time each day for engagement activities:
  • Check and reply to inbox messages.
  • Respond to comments on your posts.
  • Leave outbound comments on posts from ideal clients or using target hashtags.
• Avoid "Post and Ghost": Don't rely solely on automated posting without actively participating in the social media community.

The Broader Perspective: Data-Driven Decision Making and Individual Testing

The speaker emphasizes the importance of individual testing and data analysis:

• No One-Size-Fits-All Solution: What works for one business or account may not work for another.
• Algorithm Complexity: Social media algorithms are complex and not fully understood. Claims of having a "secret formula" should be viewed skeptically.
• Observe and Record: Track your own content performance, create benchmarks, and identify patterns.
• Adapt Based on Data: If native posting consistently yields better results for a specific client, consider prioritizing it.
• Prioritize Efficiency: If scheduling tools allow you to manage more clients effectively without a significant drop in performance, continue using them.

Conclusion: A Nuanced Approach to Social Media Management

The speaker concludes that there is no definitive answer to the native posting vs. scheduler debate. The best approach involves:

• Understanding the benefits and potential drawbacks of each method.
• Prioritizing consistent engagement activities.
• Conducting individual testing and data analysis.
• Adapting your strategy based on your specific needs and results.
• Focusing on creating high-quality, engaging content that resonates with your audience.