If you've spoken with a social media agency recently for, say, more than 15 minutes, the reps for the company probably mentioned the idea of an editorial calendar or a publishing schedule. Well, starting today, Twitter marketers can plan out their tweets for up to a year.
It's unclear what the marketing advantage would be to planning something as minimalist and fleeting as a 140-character message up to 12 months in advance, but the capability is now there. The scheduling feature is designed to work for both organic and Promoted Tweets.
Christine Lee, product manager for Twitter's ad division, wrote on the company's blog today: "With scheduled tweets, you can publish content at any time without having staff on-call to tweet on evenings, weekends, holidays or other inconvenient times. Advertisers also gain the flexibility to plan content in advance for events like premieres and product releases."
Indeed, social marketers who already work long hours will probably find the scheduling features useful. Though as brands like the NRA have learned, it's always good to have someone at the ready to employ good old-fashioned human judgment in case tragic news breaks.