Should you use HootSuite’s AutoSchedule?

In July HootSuite updated their services. HootSuite AutoSchedule is “a powerful new link share tool that determines the optimal time to schedule social media messaging. Now you can automatically queue messages throughout the day to maintain a consistent social media presence.”

Here are the questions: How does it work? “Optimal” by whose timing standards?  What is the definition of a “consistent” presence?

Finding little info on the algorithms of HootSuite’s tools, this may be a risky idea. Other marketers have expressed similar concerns. HootSuite is not yet sharing if it looks to see when followers are online. The tool has limited the days/times that some users can post – even when these have been historically good times for said marketers to reach their audience.

Also, each social network has its own unique audience, rhythm, and flow. There are still lingering questions if marketers should use a separate channel for each of their networks or if they combine to one HootSuite AutoSchedule, which has priority? Although a HootSuite rep does say that, “The timing takes into account the different social networks, so different networks will have different times.” The timing is also related to the time zone of the computer where the account originated from.

With so many unknowns it isn’t known if this tool will help or harm your social media efforts. If you’re already using a similar tool and/or don’t care what times/days your posts go out, go ahead and try it.

From my personal experience, scheduled posts and posts from third parties are often penalized by the algorithms of social networks. Your best bet is still to post individually one each network, speaking to that specific audience when and how they’d like to be communicated with.

If you’re looking for tools to assist you in choosing times to post consider Buffer or SocialBro and be sure to check the insights on your business accounts. Also, correlate your social media updates with your website analytics.

Confused? Stuck? Need someone to take the temperature of your social media campaign? Call me! 715-584-6773