Scheduling lets you write when you have the time and publish when your readers are there. Its one weakness is that a scheduled post cannot know what has happened since you wrote it. The world changes; the queue does not.
Post these live
- Anything that reacts to news or to something that happened today.
- Live moments from an event, a launch or a busy day.
- Replies. They belong to a conversation that is happening now.
- Anything that says “today”, “now” or “this week” and depends on being true.
Schedule these, but check them again
- Offers with a closing date. If the date moves, so must the post.
- Anything about weather, travel, opening hours or stock.
- Posts that mention a person, a place or a partner whose situation may change.
Keep a queue safe
- 1Look through the coming week’s posts every Monday, in the preview.
- 2Write the expiry date of any time-sensitive post in your own calendar, so you notice if it is still waiting after that date.
- 3When something serious happens in the world or to you, hold back everything promotional first and decide afterwards what to put back.
Make failure loud, too
Not every problem is a bad post. Sometimes a post simply does not go out, for example because a connection has expired. Turn on failure alerts so that you hear about it. Postgust can message you on Telegram or by email when a post fails, and it is worth setting up before you need it.
Before you schedule a post, ask yourself: would this still be right if something unexpected happened tomorrow? If not, post it by hand.