By Keith Savoie • 30 October, 2015
The end of October brings about a slew of holidays (both official and unofficial) – Halloween, Veteran’s Day, Thanksgiving, Black Friday, Giving Tuesday, Advent, Hanukkah, Christmas, News Years, Kwanzaa….the list of November & December holidays is almost endless.
For social media managers and content creators, who are always looking for things to post about, the lure of holidays can be irresistible. From National Coffee Day to Christmas, having something to hang a post on can make the difference between a content calendar that flows with the times or one that looks like it forgets the outside world exists.
However, before you post about that holiday, make sure you think through these items so you don’t step wrong:
1) Does the holiday make sense for your brand and your audience? Is this a holiday that is authentically something that meshes with your brand? Will your audience know what it is (or will they enjoy learning about it)? Ensuring that you are posting authentically can make your holiday posts (rather than break them!)
Case in point: Just because your entire office watches Downton Abbey, doesn’t mean your audience knows what Boxing Day is.
2) Is your message appropriate? If you are posting about a “serious” holiday – Veteran’s Day, Patriot’s Day (September 11th) or a commemorative event in your city or town – make sure your message is appropriate in tone & content. For example, last year we saw a September 11th “free shipping” deal that was…in bad taste. Making sure your message is appropriate for the tone of the holiday will help you step right.
3) Is your message relevant? For some holidays (Thanksgiving, New Years, etc), a simple (but brand-appropriate) “Happy Holidays!” message will work. But for other cases, like Halloween or July 4th, you may want to make your message relevant to your brand and your audience – or prehaps even give something back. For example, one of our clients posts about fireworks safety on July 4th and fire safety on Halloween, while another shares style tips appropriate to each holiday.
4) Test…and learn! Holiday messages aren’t must-dos. Look at your metrics for your holiday messages, and you’ll learn whether your audience finds them relevant, interesting or helpful. Using metrics to review your out of the ordinary messages will help you better make decisions about what to focus on in your calendar.
What holidays have you decided to use…and which ones do you let pass by with nary a note? Let us know!