Brands often fall flat with their holiday social media execution. It takes sensitivity and common sense to balance content, appropriate frequency and sales plugs.
For a winning social strategy over the next few months, follow these do’s and don’ts. And tweet us your own social media holiday wins @Ideopia.
Don’t clutter your feeds with pushy sales messages.
Unless you’re a retailer with major discounts on Black Friday, cut the pushy sales copy from your queue. It’s not the time or place to interrupt your audience’s online experience.
Instead, share content that pairs well with the holiday. Post a branded card or try helpful and entertaining content, like cold-weather family activities or recipes. Your audience will appreciate the effort, and you’ll appreciate the increased loyalty and engagement.
Don’t over do it.
Consider your brand’s social media goals and business objectives. Do these align with a specific holiday message? Desperate social media tie-ins have #fail written all over them. Like the Golf Channel’s shameless plug on Martin Luther King Jr. Day. Piggybacking off a historic day and making it about golf was obnoxious. Tactics like these may get your brand viral, but not in the way you want!
Instead, consider your brand voice in typical social media content. Create copy that encompasses that personality and remains appropriate for your audience. If your post doesn’t naturally connect with the holiday, don’t stretch to make it fit.
Social media habits change during the holidays.
Your audience likely engages with social media differently over the holidays compared to work mode. Instead of sourcing Twitter for industry news and +1’ing content for increased reach, your audience is online for entertainment and recreation.
Don’t share the same “work mode” content for your B2B audience. Get creative and lower the frequency. Humanize your brand with fun, relatable and visual content like Lowe’s hardware fireworks display on Vine.
Interested in more social media marketing tips? Click here or give us a call at 513-947-1444 x10.