ALLSAINTS on Facebook and the perils of wall post scheduling
Posted June 6, 2011on:
My post ‘I *liked* you on Facebook, so why are you ignoring me?‘ is proving popular.. so I thought I’d check back on the ALLSAINTS Facebook page – seeing as they’re the randomly selected brand I named and shamed.
But their page looks ever-so-much more healthy now:
It seems eleven hours ago someone went back in and responded to every single one of the recent comments made on the page – so props to ALLSAINTS, for either noticing my post, or catching up on weekend activity..
Which begs the question, why were responses to people missing, if someone was updating the page? Perhaps because different people do the posting than the responding – or perhaps because weekend posts had been scheduled.
When I first managed a Facebook page I soon noticed that it’s not a 9-5 role. You can expect activity all hours of the day and days of the week. Scheduling is a fantastic way to lighten some of the burden. But it’s not ideal when scheduling makes you seem ignorant of participants, who will probably be unaware that’s what you’re doing. Especially when it has been shown, for example, that 42% of UK consumers expect a response on social media within 60 minutes.
This is a great reason to think about flexible job roles for social media professionals – for example one day off per week in exchange for putting in an hour each evening and a couple on the weekends. It’s early days for the social web – but if organisations want to appear responsive and engaging on social media, work roles need to adapt accordingly.