If you schedule tweets for more than two weeks, there are some dangers that go along with that. I am a big believer in systematizing a business, and if I had 100 days of scheduled blog posts, I’d be okay with that. However, tweets are a different story.
Since news is constantly changing, tweets can become irrelevant if they aren’t tweeted in time. If you still have that tweet about the New York Giants falling to 0-1 this season, that tweet isn’t going to be relevant anymore since the Giants have been losing a lot.
Another danger of scheduling tweets always exists no matter how frequently you schedule your tweets. I wrote this blog post last Wednesday, and one of the trending topics on Twitter was #CSRChat. If today’s blog post was about the CSRChat, the trend would have been replaced by then. A majority of trends on Twitter end up becoming fads that don’t trend for long.
The final danger of scheduling tweets for the long-term is that a link loses its popularity. A link that is getting clicked 6 times a minute today won’t get those same number of clicks next week because that other article or news story took its place. We see something popular and then shift our eye to the next popular thing in a continuous cycle.
If you’re scheduling tweets, make sure you aren’t scheduling your tweets for a period of time that is too long. Your tweets have to be relevant when they are sent out in order to get the maximum engagement.