Guest post by Anand Srinivasan.
There are several reasons why marketers may want to partially automate their social media campaigns. First, success with social media marketing comes with frequency (plus quality). Studies show that users on platforms like Twitter and Pinterest maximize their engagement when brands post as many as 15 tweets or 11 pins per day.
If you are a global brand catering to consumers in different timezones, you may want to increase this frequency further in order to address to these various geographies. In addition, brands often spread efforts across multiple platforms for each of their campaigns.
Depending on your campaign strategy and target audience, social media marketing could be a 24×7 job. Automating some of your postings can help you lay the groundwork for your campaigns while making sure that technology can help execute it as planned.