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Social Media

Social Media: Scheduling or Live Posting?

Social media is an imperative part of any solid digital marketing strategy, and as an ecommerce business, if you don’t have a presence on social media your business could suffer as a result. Social media offers you several different positive things – from an outlet for self promotion amongst an existing customer base to a source of data acquisition for new conversions and leads, to a place to build a brand and add personality to your business, it’s an exciting way of connecting with your customers whilst strengthening your brand image at the same time. Social media is also an excellent customer service tool, and linking your social channels to your website gives your business an air of legitimacy and trustworthiness. Having said that, building up a social media presence can be incredibly time consuming, and when it comes to running an ecommerce business it can be difficult to know what to prioritise. Are you better off scheduling your content to ensure consistent posting or setting some time aside each day to post live?

The benefit of scheduling your social media content is that it will actually save you some time in the long run. By setting aside some time each week to schedule your content for the following week, you are then free to work on other areas of your ecommerce business, or to use your allocated social media time to respond to queries, questions and comments from your customers. Not only this, but scheduling your social media content is also great for you to develop a social media strategy. You can ensure a consistent posting, but also a variation of content, ensuring all of your pages are getting equal attention, you’re appropriately pushing out any promotions or offers and also diversifying what you post to keep your customers interested.

Similarly, scheduling your social media content also means that you’ll be covering yourself for any weekends or days off, ensuring your social media channels remain active even if you’re not.

Alternatively, there is most certainly something to be said for live posting on your social media channels. Posting live allows you to monopolise on any trends or topical hashtags, games or memes that are relevant to your industry. Not only this, but it allows you to create a real personality for your brand and engage seamlessly with your customers.

Both methods of social media have their downsides too. When scheduling your content you could miss out on a viral trend that fits seamlessly with your brand, risk sounding a little rigid in your content. When live posting, you can risk alienating some of your less visited pages and leaving holes in your content strategy thanks to lack of pre-planning.

The solution? A great ecommerce business does a healthy combination of both. Schedule consistent content throughout the week to ensure you’re promoting your services, blog posts and web pages equally, without being too sales-focused and offering a genuinely information account for your readers to follow. You need to also ensure that you’re allocating time in your day to be responding live to customer service queries or comments on social media, keep an eye on topical issues that are relevant to your business and ensure to add warmth and personality to your brand at the right time. A mixture of scheduling and live tweeting will ensure all holes and areas are covered whilst still affording you the opportunity to enjoy building a personality for your ecommerce business.

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.