How Scheduling Tools Negatively Impact Your Social Media Engagement

Running your business involves wearing a lot of hats, and before long, you’ll find that your time is spread quite thin. Juggling so many tasks each day will be challenging, and with so much to focus on, you’ll likely have limited time and energy to devote to marketing your company on social media. For individuals that are occupied with other important aspects of their business,  a scheduling tool may sound like an appealing option. Using a scheduling tool allows you to schedule content for weeks to come, and you’ll no longer have to log in to accounts daily to post. Scheduling tools may have some benefits, however, you should try to reduce the amount of content you are scheduling for the following reasons: 

You Can’t Predict the Future

Scheduling multiple posts during one sitting means you can set social media on the backburner and focus on other business operations. However, if you set this important piece of your business aside, you run the risk of posting insensitive or inappropriate content. There are so many uncertainties in life; you never know when a natural disaster or a tragedy could occur. If you schedule your content, you may not remember what your company was going to post that day – and you risk appearing tone-deaf and upsetting your audience. There are certain times when it may be a good decision to step away from social media for a short period of time, or it may be an inappropriate time to be advertising your products and services. 

Once You Set it – Don’t Forget it

When your social media is scheduled and you are not logging into your accounts daily it becomes out of sight, out of mind. You are less likely to notice if your queue of posts runs out, and this will have a negative impact on your engagement with existing followers and your ability to gain new followers. If you suddenly stop posting, some individuals may unfollow your account because they feel that you are no longer bringing them valuable content.

Be Available For Your Followers

If your followers are only seeing generic content and limited interactions with other accounts, it is possible that they’ll be less motivated to like, comment, or share your posts. Even if you work really hard to make your content seem like it is not being scheduled, you’ll risk missing out on potential leads if you are not logging into your account daily. When a user comments on your post, they are usually looking for a quick response and if they feel neglected you’ll lose their attention and miss out on possible conversions.


Social media is always on, so users can access your content anytime, anywhere. Remember that even if you are running a business page, users want to engage with real people and it’s important to have genuine engagements with your audience. Attracting your target audience will be easier if you log in to your social media accounts daily and post without a scheduling tool.


79% of consumers expect brands to respond within a day of reaching out over social media


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KWSM is a digital marketing agency made up of journalists. We specialize in social media management, website design and video. Our offices are located in Orange County, CA and Atlanta, GA, but we serve clients all over the country. Read More