The Deliveroo of Social Media Management

In a recent post we talked about why scheduling posts on social media was NOT a good idea because the impact it has on who gets to see your post. Now we are onto a Deliveroo comparison.

You can read that post here – Don’t use a scheduling software for yours or anyone else social media.

It’s easy to tell if a post has been scheduled through a social media management tool. Here’s how. On mobile, say on Twitter, expand the post, then you’ll see who posted it. Typically they have low RTs and Likes. And they will be posted bang on the hour or half hour.

This one is from TweetDeck.

Remember, if you ‘like’ this post, you’re engaging with a machine, not a human.

Why does do schedulers have an impact on the number of people who get to see your post?

Well. Imagine you’re opening a restaurant. You choose a lovely location. You decorate it, furnish and light it to create the ambience.

You hire and train waiters and chefs. You’re trying to create a great experience for your diners. As well as great food.

Then after all that work, the only orders you get are from Deliveroo or Uber Eats.

It’s brilliant for the customer, they just sit on their sofa and the food is delivered. A little cold and not as quick in the restaurant, but minimum effort.

But the restaurant owner is going to be mightily pissed off after all that effort of creating a great experience and these lazy buggers never actually visit.

Twitter, Facebook, Instagram and LinkedIn, they are the restaurant.

And Social Sprout, Planable, Hootsuite, TweetDeck – they are the Deliveroo and Uber Eats of the social media world.

Problem is, these restaurants have billions of customers. And they have algorithms. It’s very obvious that they’ll apply a negative factor to the Deliveroo orders / posts.

Because by using a social media scheduling platform you don’t even need to go into the restaurant . So you’re not using social media like you should. Zero engagement with other diners, the waiters – you’re just posting from afar.

The upshot is that by using a scheduling tool your posts will NOT get the reach they could, they will not be seen by as many people and you won’t get the likes, the link clicks, the shares you would do by actually posting in real time, and by visiting the social platform.

Summary: if you’re using a social media scheduler, you’re basically getting a take-away. If you take the time and make the effort* to visit the restaurant, chat to the staff, meet other diners, chat to them – you’ll have a much richer experience and your post will be seen by more people and therefore get more likes, clicks and shares.

REMEMBER: NO restaurant critic, EVER writes a review of a restaurant without going in to it.

*Social media agencies DON’T take the time and DON’T make the effort because it far easier and cheaper to just scheduler a whole bunch of posts in advance.