While posting via 3rd party apps like Hootsuite are no longer supposed to be weighted less in terms of Edge within Facebook, I personally feel posting in each site allows better targeting of content based on the niche served by each platform (though some posts do cross platform audiences). Being directly in each platform also encourages engagement (and that refers to interacting with others on THEIR pages/feeds not just with others on YOURS) that 3rd party apps cannot offer.
I do like 3rd party posting apps for scheduling certain posts as long as it is not done constantly. There is value in this process especially for announcing sales, new product releases, contests, etc that might start at a specific time or when you want a series of messages to be broadcast over time to build hype for one of the above mentioned. Just be sure to not overdo it!
The big issue with constant use of 3rd party apps – other than the lack of engagement on your part within each platform – it can be seen as spam if used too often or if the same posts appear identically posted on a number of platforms with cross over followers, but quite honestly, it’s not very social.
Automated posting is just that: automated. The goal of any social media campaign should be to create an image for your business that is personal and inviting. After all, we buy from friends and people we like and trust. Your business needs to be seen as that friend. That will not happen if you rely on 3rd party apps.
What are your thoughts? Do you use 3rd party apps to post?