5 Holiday Social Media Mistakes to Avoid
The holiday season is officially upon us!
As small business owners, social media is one of our greatest tools during the holiday season. However, if used incorrectly, we add nothing but noise and clutter to the chaos (festive chaos, but still chaos).
Strategy, engagement, and analytics should all come into play when executing your holiday social media marketing plan. Without these things, your social media is at risk of not meeting its full potential (and there is so much potential for growth during the holidays!).
Here are 5 common social media mistakes to avoid throughout the holiday season:
MISTAKE #1: Posting too many ads/sales graphics
If I were to ask you what your favorite content to see on social media is, your answer would probably not be “advertisements.” For many people, the more sales pitches they see from a business or influencer on social media, the less interested they are in following them. Digital media is already over-saturated with ads during December, so it’s important that your business does not over-contribute to the clutter.
So, what do people want to see and feel from the accounts they follow on social media? Connection. Relatability. The real people, thoughts, and knowledge behind your business. When posting at any time throughout the year, especially during the holidays, I suggest following the 80/20 rule:
80% = value-based content (tips, behind-the-scenes, client photos/highlights, educational posts)
20% = promotional content (sales, “book now” CTA, product highlights)
MISTAKE #2: Ignoring your audience
It’s normal to receive more engagement during the holiday season. If you are utilizing your digital marketing resources well, there is a strong chance that you will see an increase in comments, messages, emails, and inquiries during the holiday season. This is a good thing! However, while December is one of the busiest months of the year (personally and business-wise), now is not the time to ghost your audience. In fact, now is the time to increase your communication with them.
Prospective customers value your replies, and a quick response time can go a long way. Staying on top of the comments and messages helps create connections with potential clients and generate audience interest. Need a general rule of thumb for your response time during the holiday season? I’ve got you covered:
COMMENTS
Good = within 24 hours
Better = within 12 hours
Best = within 3 hours
AVOID taking more than 24 hours to respond to comments during the holiday season. By this point, the conversation has moved on and engagement has gone down
Direct Messages
Good = within 24 hours
Better = within 6 hours
Best = within 2 hours
AVOID taking more than 24 hours to respond to DMs during the holiday season. After 24 hours, prospective customers are likely to have moved on to another business or lost interest.
Emails
Good = within 48 hours
Better = within 24 hours
Best = within 12 hours
AVOID taking more than 48 hours to respond to emails during the holiday season (exception of weekends). This tells customers that your business is overwhelmed, inattentive, or unavailable.
MISTAKE #3: Ignoring analytics
Your social media analytics are a direct insight into what is received well by your audience. Analytics help you decide what and when to post, prevent wasted time and energy, increase the effectiveness of your posts, and tell you what your followers want to see. Trends and consumer behaviors change faster than the snow falls, and what worked in the fall might not hold up in the winter. Keep tabs on your content performance and audience behavior, and use this to strategize your holiday marketing plan.
MISTAKE #4: Not creating and scheduling posts in advance
It’s Christmas morning. Music is playing, cinnamon rolls are in the oven, the coffee is being poured. You sit down, and just as you reach to open the first present of the day, you’re stopped in your tracks – you realize that you never created or scheduled the Christmas post for your business.
The last thing a lot of us want to do on Christmas Eve, Christmas Day, or – let’s face it – any day surrounding Christmas is make social media content. If you’re anything like me, you prefer to spend your holidays unplugged and fully focused on the people around you. If being present is your priority, or you know you’ll be busy with travel or events, creating and scheduling your posts in advance is essential. At the very minimum, I strongly encourage you to create drafts of all the posts you need to make during your busiest times. That way, you won’t spend Christmas morning adding final touches to a graphic or scrambling for a caption. Plan now so you can relax later.
MISTAKE #5: Losing sight of what matters
Ok, I’ll admit: this one isn’t necessarily a social media mistake. However, it is a mistake that many business owners make time and time again. Truth: Your business matters. Truth: Rest and social interaction are important. Believe it or not, running a business and taking time to relax are not mutually exclusive. This holiday season, take time to step away from the computer, spend time with friends and family, and reset. Your business will be okay – I promise.
Whether you’re a social media manager, small business owner, or content creator, it’s important to stay on top of your social media during this busy (but fun) time of the year. By planning ahead, utilizing insights, and efficiently interacting with your audience, you can reap the benefits of social media while simultaneously enjoying the holiday festivities.
