Digital | On schedule

Megan Jones, Issue 120/01, 03.01.2019
Scheduling posts helps prevent social media burnout
A recent discussion on the Museums Computer Group email list looked at whether museums should use social media scheduling platforms such as Hootsuite, Buffer and Sprout Social. Surely batch uploading lots of tweets in one sitting sacrifices their quality? How can you create engaging posts when you’ve been churning them out all day?

Well, for me, social media scheduling tools fulfil a wonderful purpose. They are the safety blanket for every underfunded, understaffed, burnt-out social media manager juggling other roles. They are best friends for our time management. For museums that don’t have a dedicated social media manager, they are a helpful space where colleagues can see, schedule and audit content. And scheduling tools are great partners for real-time posting: they work best together.

And while we are worrying about the quality of scheduled posts, a tweeter’s mental health should be a factor as well. Pre-scheduled posts are the safety net to fall back on during those days when we have got writers’ block (social media is a creative-writing job) or if we don’t have the headspace to be online all day. If I’m feeling terrible, the real-time content that I post that day will reflect that.

If we keep our tone consistent and adapt posts for different channels, our followers won’t be able to tell if content is scheduled or not. On Christmas Day, I don’t want to have to think: “I must tweet that thing now.” It’s lovely to know that my past self has done it for me.

Megan Jones is the digital engagement officer at Leeds Museums and Galleries