With regards to this topic, I cannot say who is right or wrong but the one with the most engaging contents always win.
First, let’s start with a thought about creating a social media content schedule. By right, people will normally say that a content schedule of 6 months is important so as to get a bigger picture to plan the content strategy. But realistically speaking, this content schedule will usually not work without a dedicated human resource. It’s easy to say that but to work out a content schedule of 6 months is a real pain.
Second, let’s talk about impromptu content posting with minimum scheduled postings. This method saves the pain of creating that content schedule in advance, and you will have the option of not posting on certain days. It may be fresher to post this way along with some of the latest news but everyday is like fire fighting.
The above two methods tend to not to be personal in the contents and will become an article posting place only.
Personally, I find that managing a social media asset is actually quite similar to managing our very own social media profile. It takes personality to make that post. And it is quite selly to make every post with a business agenda. People will feel like they are talking to robots when they post. But in turn, that becomes a good place to complain only because the robots will be awakened.
Sometimes, we all know that it is not a method of choice to be personal. This is something not easy to get personal as well due to the size of the company and the many levels of approvals which may be resistant to changes.
Whatever the case is, I would think it is all about trial and error actually. What works for me may not work for you. And having too many people to take care of the social media content posting is not the way to go.