During my time interning at various different PR agencies, one of my many tasks was to compile a list of tweets that I could schedule to go out at different times of the week. A question that has been raised many times is, is this a good or bad idea? I personally believe that there are both positives and negatives to scheduling. As any PR practitioner would agree, the job is extremely demanding, and though social media is arguably one of the most powerful tools there is to hand, it is also extremely time consuming, and other tasks may be more urgent than others.
So, what are the positives?
- Allows you to free up more time for bigger, more demanding tasks
- Allows you time to find relevant stories to tweet about
- You can plan ahead of time and ensure you tweet about important days or events relevant to you or your client
That said, the negatives I find are:
- Seems less personal and doesn’t allow for you to engage in conversation with followers, which is the whole point of social media
- PR is an exceptionally faced paced environment, so planning tweets doesn’t really make a huge amount of sense, you cannot predict what is going to happen in the world, and what will have an impact on you or your client, so you might miss out on posting important information
- You run the risk of being repetitive, especially if you auto-tweet ‘thank you’ tweets to new followers or followers who have retweeted something on your profile
- You can often sound impersonal and an information base apposed to a point of contact for your consumers or client base
I think that programmes such as Hootsuite can be useful to PR practitioners but I do disagree with completely depending on scheduling tweets for weeks at a time. As an up and coming practitioner myself, and after writing and researching so much in to social media, I fully understand the importance of social media and all it has to offer to public relations as another planning element. It is definitely time for businesses and organisations to open their eyes and start to take note of the importance and rewards this tool has to offer them. I have been to many interviews and carried out many internships throughout my time at university, and the majority of agencies or businesses have asked me what I thought of their social media presence, and I have always been honest and said exactly what I thought. All to often I have looked at blogs and twitter feeds that haven’t been updated for months, some even years, which is sad to see, as it is probably one of the only free PR tools we have!
That said, and taking all I have said in to consideration, a healthy and happy medium of scheduling tweets and taking the time to plan and construct useful tweets, but also taking the time to follow up posts once they have been published and actually interacting with followers is the only way to have a really successful twitter feed!