Collective Content doesn’t bill itself as a social media expert, certainly not in the sense that it’s a key part of our consulting. (And anyway, is there even such a thing in such a fast-moving field?) But we inevitably have to do more than dabble.

Here are some lessons we’ve learnt from the art – or science, to some? – of forward-posting on Twitter:

• Many Twitter clients allow you to tee up a post for some time in the future, usually to the minute. But just because you can do it, doesn’t mean you should.

• It is quite easy to lose track of forward-posts. Inevitably you are involved in a light-hearted exchange with someone you know well, only to be interrupted by 10-hour-ago-you posting those weight research numbers. Awkward.

• Forward-posting is particularly useful for catching certain time zones. That post about Japan or China might be golden at 2AM GMT, when you’re tucked up in bed.

• When you’re on auto-pilot, dialogue becomes difficult. So you post that great link when you’re asleep or in a meeting. What happens when people start replying? (They learn you’re asleep or in a meeting, is the answer.)

• Even when forward-posting just a few hours, never lose sight of just how quickly some topics date, especially in fast-moving sectors (and over a fast-moving medium).

What are your best tips on forward-posting – or things to avoid? We’d love to hear below.
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