Disappearing And Real-Time Content Is On The Rise. So Why Are Scheduling Platforms Doing So Well?

The Quest To Become The Marketer’s Swiss Army Knife

As social media scheduling software becomes a commodity amongst marketers, scheduling tools are maturing their brand identities — and product offerings — to stand out and provide businesses with additional value.

“We don’t view ourselves as a scheduling tool anymore,” explained Lee. “We see Buffer as a social media management tool now a platform where businesses can manage everything in one place.”

To that end, Buffer has greatly improved the analytics on its paid plans, which shows your best performing posts, highlights your most influential and engaged followers, and offers other helpful insights.

Buffer also recently launched Reply, a tool designed to give customer support teams the ability to easily respond to and track customer concerns across multiple channels. Buffer neatly organizes messages on Twitter, Facebook, and Instagram into threaded conversations for customer support teams to tackle together.

Hootsuite has also made adaptation a priority. “We’re responding to the expanding needs in this arena with a new private messaging Inbox to ensure our users can deliver the best possible experience to their customers,” said Wilson.

“We have an exciting product release next month,” Wilson added, “that affords customers the ability to leverage bots in their customer care workflows and seamlessly transition these conversations to agents when necessary.”

What Does All This Mean For Businesses?

As long as businesses continue to find value in planning their content ahead of time, scheduling platforms will always have a place in the digital marketing playbook.

At the same time, social media platforms clearly want their users to share more content in the moment, as evidenced by the latest algorithm updates and new product offerings.

When it comes to scheduling content, then, it’s wise for businesses to fight the temptation to ‘set it and forget it.’ That kind of activity is bound to show up in fewer news feeds (as platforms devalue them) and garner less traction (as consumers look elsewhere).

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