Every fall, when temperatures dive and the Maryland nights grow longer, Brian, our CTO, starts his tradition of listening for the first annual playing of “All I Want for Christmas is You.” Released 28 years ago tomorrow, Mariah Carey’s blockbuster, officially launches the holiday season around here, whether we’re ready or not.
For our content marketers and social media marketing strategists, the sappy tune also triggers our holiday social media planning. At AW, our team has been handling the social needs of our clients long enough to know that holiday posts need a little something extra. By keeping in mind a handful of Dos and Don’ts, we can ride the coattails of the most important seasonal trends and avoid any eleventh-hour social media crises.
DO: TWEAK YOUR POSTING CALENDAR
Review your typical posting schedule and adjust it so you can reach clients and potential customers during the ramp-up to Thanksgiving, Christmas, and Hannukah. Organize the dates throughout the holiday season that are most relevant to you, schedule those posts, and set reminders so you can stay on top of plan. Keep in mind that it’s a fine line between keeping your base up to date and inundating them with TMI.
DON’T: DISCONNECT FROM YOUR CLIENTS
Even the best holiday social media posts don’t take the place of a personal connection with the people to whom you owe your business. Do your best to communicate with your clients in non-digital ways when possible. You know you can’t speak with or visit everyone, so make sure your holiday posts for social media are authentic and meaningful enough to foster genuine connections.
DO: CREATE A THEME THAT REFLECTS YOUR BRAND
Ignore the hackneyed and the trite colors and images in favor of the visual components that make up your brand. The goal is to make your content stand out from the rest and appeal to your audience, so if a color palette of magenta and melon make your message pop, go with it—leave the red and green, and the blue and gold, for those with more traditional brands. Don’t be shy!
DON’T: STUFF YOUR CLIENTS’ STOCKINGS WITH NONSENSE
During the month of December, one well-known social media site lists the following dates as “not-to-be-missed” opportunities for reaching out to your clients and customers: Eat a Red Apple Day, Let’s Hug Day, National Roast Suckling Pig Day, Answer the Phone Like Buddy the Elf Day… You get the idea. Unless any of these reflect your brand and give you an opportunity to tell an authentic story about your company, skip them. Before you post anything, especially a holiday social media post, ask yourself why. If you don’t know the answer immediately, hit delete.
DO: HOST A GIVEAWAY OR CONTEST
Your loyal followers will likely enjoy the chance to win something from you that they’re pining after. Choose an item that’s appealing to your regular base, but also shareable to encourage new followers.
DON’T: USE THE HOLIDAYS AS AN OPPORTUNITY TO SIMPLY SELL, SELL, SELL
Holiday observances around the world are becoming more secular, but for many, Christmas and Hannukah have deep cultural or religious meaning. Be respectful in your choice of images and words. Most people want warm wishes and cheer rather than links to your best-selling product’s page.
DO: ENCOURAGE POSTS FROM FOLLOWERS
Try including 1–2 photos in a social media post from a holiday tradition you or your team members enjoy observing, and invite your followers to do the same. Encourage the authentic, the genuine, and the meaningful—you’ll build your digital community and engender the type of trust and goodwill that elevates your brand.
Keeping in mind these couple of dos and don’ts, some careful planning, a solid strategy, and a commitment to brand awareness will go a long way toward a successful social media strategy this holiday season…and you don’t even have to wait to hear “All I Want for Christmas is You” to get started.
Too much on your plate for the rest of Quarter 4? Do you know how important a solid social media strategy for the holidays is for your company? No one ever said you have to do it alone. ArachnidWorks is here to help! Let’s talk.
