Conventional wisdom says that a successful social media effort requires frequent and consistent posting of content that a brand’s followers will find interesting and sometimes entertaining. There are a plethora of tools that enable a social media manager to create batches of content and then schedule posts over a period of time. These posts can be spaced to avoid bursts of multiple posts and also to appear at times when audience segments are most likely to interact.
While there’s nothing wrong with this approach, there’s a danger in queueing up social content without paying attention to changes affecting customers. This same danger exists even if live humans are doing the posting but are oblivious to what is happening in the wider world.
Polar Bears vs. Customers
A current example is the FedEx Twitter account. Two weeks ago, a major winter storm disrupted business and shipping across the United States. While most businesses have returned to normal operations, FedEx still seems to be in crisis mode.
One shipment that I tracked, for example, was shipped on February 15, 2021 and was originally scheduled to be delivered on February 18. After spending a full week in