By due diligence I mean not only understanding each platform and how its audience differs, but understanding what's happening around the time that you post. Wha

By due diligence I mean not only understanding each platform and how its audience differs, but understanding what's happening around the time that you post. What's the mood? There's a huge amount of value to be gained by participating in a larger conversation at any given moment (thinking mostly of Twitter here). It's not about just jumping on hashtags or Trends, though if relevant that's an opportunity. But if everyone is talking about a big topic, then customizing a post to add value to the conversation can have huge benefits. Or just interacting on a human level. I've seen my best gains and actual new customers when participating in hashtag chats for my industry. Not selling my product, just trading ideas and opinions. That's how we met some great influencers who have ended up being major magnifiers of our messaging. Also evaluating the overall tone on a social channel. Did your last post on FB a few hours ago result in a bunch of snarking by readers? Then maybe a humble tone is in order. It's also about knowing when not to post. An earthquake kills 25,000 people in the Yucatan? Your fluffy happy emoji-laden post looks really out of touch. Anyways, I just think it's very hard to pre-schedule content that's truly relevant. So instead, as someone mentioned above, people spray and pray with a mix of product/feature advertorials and rarely-clever memes. Noise.