Scheduling

Social media scheduling is the process of devising a plan to post content automatically at specified intervals on different social media platforms. Although, of course, you can always post a message at any time you choose and still use social media in a perfectly functional way, the auto-publishing feature has distinct advantages. For one thing, it can aid in achieving 'consistency,' which is a somewhat abstract but crucial concept in the way social media work.

When we talk about 'consistency,' we don't mean that you have to post the same kind of content over and over again. Instead, it has much more to do with maintaining a certain frequency that keeps your followers engaged. In one of the studies Keller conducted, he and his team measured engagement levels for followers of a certain brand over different periods of time.

Some people saw the brand's content every nearly every day; other times, people saw the brand's content about as frequently as they'd see an ad during the Super Bowl.