Social media is cyclic.

Virtually everyone utilizes social media in some respect. Consumption of content is the primary use of social networks – after all, we are consumers. However, there is another end of the social media spectrum, this being production. If you ever prime a post for release on Facebook, Twitter, Instagram, or any other platform, you have basically transitioned from being a consumer to a producer.

In essence, the cycle works as such:


Producers create content, and consumers create feedback for said content, giving producers invaluable information for creating new content.  One of the most important factors in content production, however, is the mastery of scheduling.

What is scheduling?

Scheduling is the process of choosing the proper time and place for a piece of content’s inevitable release. Anyone who calls themselves an effective social media manager knows that not all content is received the same way across platforms. Moreover, content needs to be released at specific times for ideal consumption.

Where does scheduling come into play?

As stated above, not all content is received the same way across platforms. For instance, a photo on Instagram will be received far better than a photo on Twitter. This is because Twitter is a primarily text-based platform, whereas Instagram focuses on imagery. Obviously, the photo can be seen on both networks, but the amount of feedback from Instagram will be significantly greater as consumers are more inclined to see the piece.

Timing is also key in scheduling. Depending on your audience, the time chosen for a piece of content to be released into the wild will determine the level of reception from viewers. For example, if a producer targets teens with their content, it would behoove the creator to schedule the content to push to social networks after the audience gets out of school. This way the majority of the ideal audience will see the content when they get on social networks post school time.


How does scheduling work?

There is an abundance of services that can be utilized for scheduling social content. Buffer and Hootsuite are the two most popular services used in scheduling, though there are more. Personally, I have the most experience with Hootsuite. As such, I highly recommend this service for all scheduling needs.



Thus, scheduling is paramount to effectively releasing produced content. Most businesses and creators work hours on end to develop content used on social media. As such, proper scheduling habits should be considered before any in-depth social media management.


As stated above, Hootsuite provides a great deal of flexibility in scheduling. Additionally, the service provides a myriad of training videos for their service. These videos can be found here.