Content creation in the social media age is a delicate business.

When it comes to written work, the art involves carefully crafted headlines, snappy and engaging content, and well-timed promotion on social media. Often, that involves scheduling social media posts, and even the publication of the content itself, ahead of time, aimed at a moment when it can capture the most eyeballs. Early mornings are a prime time for these posts, trying to catch people on their way to work or get into the stream of promoted content on Google.

The end of the day is another prime time, as you look to engage readers on their way home from work, whether on public transportation or elsewhere.

This process is not limited to those of us in sports media. News media, individual content creators, even politicians try and maximize their content in front of readers, constituents, or even potential voters.

However, there can be drawbacks to scheduling content. Especially when circumstances may change before your posts reach social media.

That leads us to Josh Shapiro, the Governor of the Commonwealth of Pennsylvania.

His state saw two teams qualify for the 2026 NFL Playoffs, the Philadelphia Eagles as the winners of the NFC East, and the Pittsburgh Steelers as winners of the AFC North. That is the kind of story that politicians often use to connect with everyday voters, and it should come as no surprise that Shapiro wanted to link himself with those two teams ahead of the playoffs.

However, his post could have been shared at a better time:

As you can see, this message was shared on Bluesky at 4:00 a.m. on Monday, January 12.

Hours after the Eagles were bounced out of the playoffs in a loss to the San Francisco 49ers. A game that Shapiro himself attended.

Look, we get it. Content creation is hard, and scheduling out posts to reach your audience is never a perfect science.

But this one is going to sting a bit.