social media scheduling

How do you schedule content?

Don't get overwhelmed at the idea of posting content on social channels regularly, write it in bulk (or get someone else to do it) and then schedule it! (Here's some inspiration for finding good content to schedule too.)

How do I schedule my social content?

There are lots of different tools that can do this. I'm going to talk about scheduling straight to Facebook and two tools that will let you schedule to multiple other channels. 

Scheduling directly to Facebook

I can't help but be a bit of a pessimist when it comes to Facebook not penalizing third party apps when posting to your Facebook page. That means that I recommend that when you schedule content to Facebook, you do it right in Facebook.

The good news is that it's really simple. When you go to your Facebook page, write the post as you would if you were posting it right away. Instead of clicking post, click to the right of post and select Schedule

Editing or making changes is just as easy by going to the very top of your Facebook page and selecting Publishing Tools and then going in to your scheduled posts tab on the left.

Using Hootsuite for scheduling

Hootsuite is a tool that I use more for engaging and organizing my content (mostly Twitter in fact) but it has a lot of capabilities for scheduling. A free account lets you connect 3 accounts and a paid account will let you add more accounts and more users. 

Hootsuite connects to:

  • Twitter
  • Facebook (personal account, pages and groups)
  • LinkedIn
  • Google+
  • Wordpress

Scheduling is easy and you can schedule the same content to multiple channels (as long as that makes sense - remember that most of the time you want to use different language and tone depending on the channel). Select the channel you want to schedule to from the dropdown on the left and select the calendar to open up the scheduling options.

There are two easy ways to find the content afterwards if you want to change anything. Either select the publisher icon on the left hand toolbar (it looks like a paper airplane)

or create a stream for scheduled content, which is my preferred way of doing it. 

Using Buffer to schedule content

The tool that I use the most for scheduling is Buffer. Like Hootsuite it has limited capability unless you have a paid account (which I have).

Buffer connects to:

  • Twitter
  • Facebook (personal, page or group)
  • LinkedIn (personal or page)
  • Google+
  • Pinterest

You can schedule to multiple channels at once and easily access your scheduled content by selecting your channel on the left hand side and viewing the queue tab.


Buffer also has a plugin you can install to Chrome that makes it easy for you to schedule content as you're browsing the web. It even has an advanced schedule that lets you schedule the content to post more than once, which is handy for scheduling your own new content.


Which tool should you pick?

A lot of what you pick comes down to preference. Scheduling will take a lot of the daily pressure off of your online marketing work, so even though learning a new tool can feel like a big time commitment it will save you time in the long run - for real :) 

I find Buffer a bit easier to use because everything is bigger and there is more white space. Hootsuite has the ability to see more at once which can make it a more useful dashboard for some. I recommend you give both a try with the free version and see if you have a preference.

Leave me a comment and let me know what tool you have been using for scheduling and what you like about it. I know there are some I didn't mention too!

How to find quality content for social media scheduling

It’s okay to schedule your social media updates. We all lead busy lives and unless you are a larger business who can afford to hire someone full-time to engage and monitor your social networks 24/7, scheduling is the simplest way to provide your audience with consistent content. Luckily, scheduling tools such as Hootsuite and Buffer make scheduling content relatively painless.

They key is to find quality content that you can schedule to be shared throughout the day and across various social networks. The question then remains of how to find quality content that can be scheduled and shared.

Link back to your website 

Don’t be afraid to link back to previously published (but still relevant) blog posts. Preface the link in the update by telling people why they should read the post, what they may have missed if they hadn’t read it before (that's what the ICYMI you may often see on social media is all about it "in case you missed it") or why it’s a great resource for them. You could also pull a quote from the blog post and use that as the text of your scheduled update and also include the link to the post so people can read more.

You should also schedule and share the services you provide, any workshops you are hosting or any other product or event that you want your audience to know about. Just make sure to schedule it within a relevant timeframe and link back to where they can learn more and purchase or register.

Share third party articles

Sharing articles from like-minded blogs and websites is a great way to show your expertise to your audience. You can find these articles or blog posts by doing a quick Google search on your industry, or just look to see what other people are sharing on your social networks. If you link back to the author's site or source in your tweet or Facebook status the person or company responsible for the article will also be notified that you shared their content, which may in turn result in a new “like” or follower.  Just remember not to share any third party links until you have fully read and understood the content.

Create shareable images 

Research and compile quotes from industry experts or even from your own website and create shareable images using tools such as Canva or PicMonkey. You can easily schedule these images and can encourage audience engagement by accompanying the image with a question such as, “Do you agree?”

Scheduled or not it is important that your social media updates are relevant and inline with your business’ goals and objectives. Remember that if you don’t have time for engaging with your audience to not ask difficult or controversial questions or share content that might start a discussion you don’t have the time for. 

Do you schedule your content? How do you find your content?