Interesting, can you elaborate a bit more on this? Especially on the "due diligence" part: Do you mean depending on what happened on the network a few hours ago it's often wise to change stories or content?
The wisdom in the marketing world when it comes to social media is that if you treat it purely as a self-promotional channel it will fail. If you come across as fake, overly corporate or robotic it will also fail.
So due diligence in this scenario means if you are hoping to just load up a bunch of tweets for example, have them blast out are pre-defined intervals and think that is good enough you are in for a rude shock. You should instead be monitoring it to see what the reaction is and if there are any conversations that you should be a part of based on what you have shared. You need to come across as a real person who is sharing something that you genuinely feel people are going to find useful if you want to have any kind of real "success" with social.
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.
