When would I see myself using pause/ resume in Zoho Social?

Can you tell me situations where I'd have to pause/resume posts?

Please note that the pause/ resume feature is available only to the Admins in the Standard Plan and above. 

Of course! Here are two examples of social media apocalypse where you'd find yourself wishing for a pause button:

1. During an external crisis beyond your control
As a social media marketer, you'd have to be on your toes to find out what works well for your audience and what does not. You'd have to come up with interesting tweets and statuses to keep your audience engaged. Hashtags you thought a while ago as relevant and interesting could become passé in no time. But the worst is when improbable events happen during a time of crisis beyond your control. Your well-intentioned post could turn downright inappropriate overnight. And the last thing you'd want is your Brand's audience calling you insensitive. This is typically when you might want to put your posts on hold if you feel the crisis could negatively impact the Brand you manage. Resume the posts once the situation improves. 

2. During an internal crisis within your control
There's nothing wrong in using the same social handle for social media marketing and customer service but it surely doesn't help you set the right expectations for your Brand's audience. For instance, say you are facing a downtime in your service and your customers are reaching out to your Brand's Facebook wall and Twitter handle. Your scheduled posts would continue to appear on their feed while their comments and mentions might not be addressed on time. This is a situation well within your control. You might want to put your posts on hold, handle the situation by publishing relevant status updates and discuss with your team before you resume the posts. By doing so, your Brand stays relevant and won't run into the risk of being seen as unresponsive or insensitive. 

Know of any situations we've missed out? Have any pro tips to avert a social media apocalypse? Keep them coming at support@zohosocial.com.


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