Is Hootsuite Bad? How To Schedule Content Without Damaging Your Edgerank Score

By on December 7, 2011

Facebook is in a transition period, and a lot of things are changing. If you’ve noticed a decrease in your Facebook page interaction, it might be because you’re scheduling posts on Hootsuite. The social networking giant has never liked third party apps, instead siding with manually published posts, but this may be getter worse.

Until Facebook figures out how to incorporate a scheduling program in the site, you’re in trouble. In the meantime, here’s what you need to do to keep your edgerank score as high as humanly possible.

 

What We Know About Facebook

All the recent Facebook changes are moving towards one thing – and that’s increased one-on-one interaction between real people. It’s getting rid of all of those automated ways marketers and spammers can contact the masses, or publish posts – without much real-time effort.

For the Facebook team, this is a big no-no. In fact the popular site ‘Edgerank Checker’ did a study, which concluded that publishing from third party apps like Hootsuite may decrease interaction by 70%! So, Facebook has reduced the weight of objects published on third party sites to increase ad impressions and publication on their own platform. There are ways around this – but you’re not going to like them.

 

Continue Using Sites Like Hootsuite

No-one has the time to be at their computer 24/7, which is why scheduling content is so popular. It saves time, and keeps your page populated. If you’re going to continue using sites like Hootsuite, there is only one thing you can really do here. Make sure that every single scheduled post is packed with interactive features. Images, videos, links – the lot. Optimize each scheduled post for Facebook before scheduling it in.

 

Getting Around Scheduling Content

Facebook penalizes third party publications enough to consider other ways of getting around the problem. The most simple solution is to hire either a company or freelancer to publish your posts for you. That way they can acknowledge time optimization, and get posts out when they have the most impact. This means manually publishing each post at a specific time. It’s worth the trouble.

You can also do it yourself. Instead of using Hootsuite for scheduling, you can simply create posts in a spreadsheet and publish them when you have the time – ignoring that your fans are on at certain times of the day. This means dedicating yourself to your Facebook campaign by contributing at least an hour each day to your page.

Marketers are now in a difficult position. Hootsuite’s analytics alone is an excellent service. So what do you give up? The answer is nothing. Balance out your campaign. Post manually everyday, but also schedule posts on Hootsuite.

Work the system, by doing what Facebook wants AND maintaining your Hootsuite analytics. Both will help you in the end. Logically, this is the only way you’ll be able to maintain a high edgerank score on Facebook. If you have to do one over the other, always choose manual publication.

Do you prefer scheduling content or manual publication on Facebook? Please tell us why!

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
Close

Like what you're reading?

Like us on Twitter, Facebook or Google+ for more!