I don’t recommend auto-recurring social media posts

Should you use a tool that automates your social media, such as Buffer, Hootsuite, RecurPost, etc?

I’ve tried Buffer and Hootsuite, and have seen them in use. I use none of them now, and caution my clients away from such tools, especially when posting to Facebook. Here’s why:

1. I’ve noticed that Facebook greatly decreases the visibility of posts that use software such as Buffer, Hootsuite, RecurPost, MeetEdgar, etc. It’s like you might as well not post them at all. Facebook’s algorithms are trying to highlight *authentic* human experiences, in-the-moment feelings and thoughts. That means being in the moment when posting on social media. The algorithms on Facebook (and I believe the other platforms) emphasize and reward authentic human activity.

You can see evidence of this in how Facebook, Twitter, Youtube all encourage live video. You can’t get more authentic than that.

2. Your own sense of your Authenticity/Integrity. The moment we schedule a post, we have different thoughts and feelings to the moment that post gets published.

The inauthenticity is exaggerated when we have software that automatically recur/repeat posts. You might even feel it within you that something’s not quite right, that you’re taking advantage of the social environment (other people’s precious attention) in a formulaic, inhuman, robotic way.

As consumers of social media, we ourselves prefer what other humans actually are or intend in the moment. It’s how social media has been built for, and still is.

If you’re a solopreneur, small business owner, or personal brand, I’d rather you post authentically, truthfully, once a week, than have robots do it for you 2x a day.

Of course, posting authentically more than once a week would be ideal, but even if you don’t have time, don’t use software to do it. It won’t get seen, and it will erode the authenticity of your brand in the eyes of your audience, and maybe within your own conscience too.

What about re-sharing things that your audience found helpful? I do that a lot too. But when I re-share, I add a sentence about why that piece of content is still relevant or important, or why I still care, or if there’s anything new I’d like to add.

I hope this is helpful and will save you some recurring costs!

As for posting your content on multiple platforms at once, what I do is take that extra minute to do it manually. Each platform has its own etiquette and culture, and you’ll be respecting your audience’s attention more, when you take that extra moment to do it by hand.

Any questions feel free to ask me below.

Written by

Authentic Business Coach & Author of 4 Books including "Authentic Content Marketing" and "Joyful Productivity" https://www.GeorgeKao.com

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