Social writing has two halves that get merged at their worst point. Drafting needs a quiet surface and room to think; scheduling needs a calendar, accounts, and queue logic. Tools that do both tend to do the first badly, because the second is where the product lives.
The split that works: write in an editor that treats a thread as one document, schedule in a composer that understands accounts and time. Lex and Typefully are the two ends.
The short answer
Draft where you can think, schedule where you can see the week. Do not draft inside a scheduling tool; the queue is a worse writing surface than a blank page, and the formatting it needs shapes the sentences.
Lex: the writing surface
Lex puts suggestions inline rather than in a side panel: ask for a tighter sentence or a counter-argument and it appears in the document. For social writing that is the right interaction — the unit is a sentence, not a conversation.
The advantage over a chat interface is attention. A side panel invites you to leave the draft; inline suggestions keep you in it.
Typefully: the composer and the calendar
Typefully treats a thread as one document with per-post splitting, and then schedules it across accounts. The detail that matters is the split view: you see the thread as a reader will, not as a stack of input boxes.
What it does not do is write. That is a feature: a tool that writes and schedules tends to optimise the schedule.
The handoff
| Stage | Where | What good looks like |
|---|---|---|
| Idea | Notes | One sentence you would say out loud |
| Draft | Lex | A thread that reads as one argument |
| Edit | Lex | Each post stands alone and links forward |
| Schedule | Typefully | The week is visible, nothing collides |
| Review | Before publish | Claims checked, links resolved |
The last row is the one that gets skipped. A scheduled post with a broken link is a small embarrassment that lasts as long as the post does.
What AI should not do here
It should not write the whole thread. Social writing is voice, and voice does not survive wholesale generation — the output reads like a summary of a thread rather than a thread. Use it for the second sentence, not the first.
It should not decide the schedule either. Posting time is a distribution question with data, and the composer is the place to look at that data.
A worked example
Take a product update. The draft is a single paragraph and a screenshot. In Lex, you cut it to four posts, one point each, with the screenshot in the second. In Typefully, you check the thread reads correctly, schedule it for the slot that has historically performed, and move on.
The value is the ten minutes saved on formatting and the consistency of the queue — not the writing. That is the realistic promise of AI in social tooling.
Frequently asked questions
Can I schedule from Lex? No — the split is the point. Draft in one, schedule in the other.
Does Typefully use AI? It has assistive features; the product is the composer and queue.
What about LinkedIn and email? Same split, different tools. See writing tools and Typefully.
Last checked: 12 November 2026.
Related: writing platforms, skills vs prompts for writing, and writing tools.
