Dive Brief: 

• Twitter has built a new feature that allows marketers to schedule tweets up to one year in advance. 
• The scheduling feature is available for both paid, or Promoted Tweets, and organic tweets. 
• The feature offers marketers and advertisers the ability to schedule tweets without having staff on call at all times and gives them the ability to plan tweets for special occasions like launches and holidays. 

Dive Insight:

Tools that have the scheduling feature for Twitter have been readily available for years, so it makes sense for Twitter to develop its own feature. What marketers have to watch with scheduling is to avoid becoming complacent. The scheduling feature will allow for less odd hours worked, but it's still important to have a real person manning the account. Without that human touch, you could miss out on opportunities like the famous Oreo tweet or make a big social mistake like the NRA.