Marketing

Why Christmas isn’t the time to switch off from social

- December 11, 2020 3 MIN READ
switch off from social

Many Australians think of Christmas time as an opportunity to take a much-needed break and switch off from work. Given over half the world is on social media, now isn’t the time for a business to switch off their social approach – even if they plan on taking a break themselves, writes Daniel Lean Manager Customer Success APAC, Hootsuite.

Don’t switch off: your audience is listening

According to Hootsuite and We Are Social’s most recent Social Media Statshot, globally, we were spending on average 6 hours and 55 minutes browsing the world wide web. Pair this with travel restrictions in a time of the year in which many are usually holidaying, this number could increase even further! While your key audience may be taking time off work, they aren’t necessarily taking time off scrolling through their feeds, meaning there is more opportunity for you to be heard.

Now is the time for businesses to ensure the content they are sharing with their audiences is as relevant and engaging as possible. It is helpful to put yourself in your customer’s shoes and ask yourself: what would they want to see on social media around the Christmas period and how would it be different to the content from the remainder of the year? A few examples of this include:

  • Competitions: This involves asking your followers for responses to a question of your choice for a chance to win a prize of your choosing. For example, a hardware store could ask their followers what their upcoming DIY projects are for a chance to win a voucher. Not only will this encourage organic engagement, but the store will gain valuable customer insights that could inform their future stock orders.
  • Newsjacking: This involves referencing a relevant news story or trending topic. It is a great way to connect with an audience and keep a business relevant by tapping into conversations on particular trends or stories. It’s also helpful to use relevant hashtags to further expand the reach of any social activity.

Your competitors are on holidays

Maybe you’ve noticed this amongst your competitors already, or perhaps you may have done it in previous years, however, many businesses neglect their social channels over Christmas while they take a holiday. Making a commitment to regularly posting on social media throughout the Christmas period can really assist in increasing a business’s share of voice. For example, if a retailer consistently posts throughout Christmas, they could be getting the attention of many shoppers looking to purchase during this key purchasing period, while their competitors stay silent.

It is the perfect time to test and learn

Building on the above, now that a business may have an increased share of voice while their competitors switch off for the summer, this also presents itself as an opportune time for a test and learn. In the lead up to Christmas, why not create your monthly content calendar, allowing for some flexibility? See what kind of posts yield more engagement across different platforms and adjust according to those results. Perhaps, you observe that your Instagram followers prefer user-generated-content (UGC), while Facebook followers prefer competitions.

Still want to take a break yourself?

We certainly can’t neglect the importance of a work-life balance and taking a break when needed. While Christmas is an important time for many businesses, it is also an equally important time to enjoy with people close to you. If you want to stay consistent on social throughout the holiday season but still want to enjoy time to yourself, why not consider a scheduling tool? This will allow you to save time and stay active this silly season.

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