The creation of Product Hunt's engaging content happens inside their social media dashboard with Buffer, where Niv who runs social at Product Hunt edits and crafts Product Hunt's social updates. On a daily basis, the core of what Niv does with content, particularly through Buffer, is to edit posts in the queue. Product Hunt has a high frequency of posts throughout the day: at least 24 posts per day (one every hour) and sometimes as often as every half hour. They have an integration that populates posts directly to the Buffer queue (a custom solution the PH team has built), and Niv goes through these automated posts in Buffer to edit the wording, add images and fun extras like emojis, and reshuffle the posts. Buffer is completely essential for this workflow.
Having all of the posts on the Buffer dashboard gives the Product Hunt team a broader picture to design a better experience for their social media community, most notably on Twitter. The functionality of Buffer's Future Queue - an ongoing view of future schedule slots that can accommodate any new content regardless of whether or not content is waiting in front of it- adds the simplicity and flexibility for Product Hunt to move the posts around to different, specific time slots.
These responsive, efficient workflows make for a great system of social content. Then the content combines with Product Hunt's community team, which engages with the PH community from their personal Twitter handles. This combination is key for building up the engagement and awareness that makes Product Hunt so unique.
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