Thanks for your comment, Jason. And we agree that social media is about engagement and conversation, absolutely.
In my post, I've refrenced scheduling some social posts but discourage the practice of publishing the majority of posts pre-scheduled for that very reason. We have found in tests with our clients that pre-scheduling some posts, while maintaining the large majority of posts spontaneously, coupled with a strategic engagement plan with their target audience, produces a higher return on investment from their efforts than relying on spontaneous posts alone.
This is far from the "robo-posting" that we see happening with some folks who try to put their social media on a "set-it-and-forget-it" automated routine ... there is no such thing with social media, as you know - it requires participation in the form of transparency, authenticity and true engagement to be effective.