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With Content Scheduler, Facebook (Once Again) Beats Users Into Submission
By: Christine Geraci
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Well, Facebook's quite the arrogant so-and-so, isn't it?
To seemingly make up for the fact that it buries business page content should you dare to create it someplace other than within its own interface, Facebook launched the ability to schedule page posts this past week. It's an overdue, but still rather nice, bone to throw page administrators who really just want to reach as many fans as they can with their content.  
But, in typical Facebook fashion, this feature serves Facebook, not the end user. Sure, it may only be a few extra clicks, but any other social content scheduler I've used to date doesn't make you manually input the year, month, day, hour, and minute — usually, all of that information is already filled in and you just have to adjust it. And heaven forbid you want to schedule a post at a five-minute mark. Apparently Facebook thinks that's just silly, because you can't do it. 
Yes, your content will look and perform best if it's created and scheduled within Facebook itself. But once you schedule said content, it's hidden from your view until the assigned date and time it will appear on your Timeline, which means you can't edit or delete scheduled content. Quite annoying if you work on a social media team, since this means your colleagues won't have the slightest idea who is posting what unless you manually keep track yourselves...not that you can take anything back once it's posted, anyway.
So in the end, Facebook now knows what you're scheduling and when, you go through a lot of silly extra work to tell them, and once you tell them, it gets sucked into a black hole. Awesome. 
All this business about Facebook giving third-party tools like HootSuite and TweetDeck a run for their money is complete nonsense. The only advantage Facebook has is that it's Facebook. Its algorithm favors content created within its API. And if you don't like it, well, you can lump it. 
At least the ability to assign roles to page administrators looks promising. In all seriousness, this seems like a great way to involve more members of your organization in a solid Facebook effort without giving control to the wrong people.
Still, I can't help but feel defeated by the scheduler. Because as much as it's a slap in the face to the end user, I'll still use it, because I want my content to reach more people. And in the end, a page admin has to do what she has to do. Facebook, you win again. 

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About the Author
Christine Geraci is the Social Media/Promotions Specialist at MVP Health Care in Schenectady, NY. Connect with her on Twitter @christinegeraci.
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