A new product, an album, a course, a shop opening. The day has a shape: a teaser before, the announcement at the minute, follow-ups through the day, a thank-you at the end. Every one of those posts is known in advance, which is the whole point.
Write the day as a list
- 1The evening before: one teaser, one network, no link yet
- 2Launch minute: the announcement everywhere at once, with the link where links work
- 3Two hours later: the first reaction, a quote or a question you were asked
- 4Afternoon: the behind-the-scenes, the story of how it got made
- 5Evening: a thank-you, and where to find it tomorrow
Schedule all of it the week before
Five to eight posts, each with its minute and its networks, scheduled in one sitting. On the day your job becomes replying — which is the part that needs a person, and the part you will have time for because the posting is already done.
Keep one slot free
Something will happen that is worth a post: a customer's photo, a question that everyone is asking. A live post at 4pm from a calm person beats a scheduled one, and you can only be calm if the rest is handled.
Turn off the automated posts only if the world changes that day. Otherwise trust the plan you made when you were thinking clearly.