When I say this to a new client, it is usually met with a frazzled look that I generally take to mean “Are you kidding me? I have so much on my plate as it is!” But trust me, there is value in not scheduling your social media posts in advance.
1) It prohibits you from being able to engage with breaking news or today’s trending topic
2) When you post from a third-party platform, social media users can see that you did so and that is often an immediate turn-off for engagement.
3) Social media algorithms are friendlier to original posts
4) This is not how people naturally engage with social media and the point of using the platforms is to engage.
That’s not to say that you shouldn’t plan social media. We strongly recommend a social media strategy containing content concepts and gives you a simple reference tool so that you can use your time efficiently.