Social media during the break
With the end of 2013 fast approaching, here is some advice on how to manage and make the most of your corporate social media presence during the break.
Review your performance over the past 12 months:
Take a look back in your social media engagement strategy and activities in 2013. What did your company do? What was your strategy to achieve best results in terms of engagement and traffic? What kinds of content provided the best results? Understanding and then analysing the impacts of your social media strategy from both a quantitative and qualitative perspective will help establish a strong plan for this year’s holiday season that is based in evidence and experience. This will also help you to focus on posts that will resonate with the social media community and advance your brand while others are napping.
Understand your competitors:
Often your competitors’ experiences will provide a wealth of knowledge as to what is likely to effective content. To stay ahead in the game, examine the holiday social media activities of other key industry leaders and how they are performing in your industry. You can always come up with new ideas from these investigations, or at the very least, you can learn from their mistakes and avoid them in your social media programs. Remember that a sophisticated social media monitoring program always helps to keep you on top of all the important issues in the industry.
Plan your posts in Advance:
Prepare at least ten posts in advance for the holiday season and develop options aside from these posts so you or your designated social media representative can choose the most appropriate one for each day. A strong content calendar will keep you focused and keep your social media program on track.
It is important to ensure that a responsible person is reviewing every post before they are published on social media. Make sure that this representative is capable of making key decisions, has a sound understanding of public affairs and a keen sense of appropriate corporate language and tone. Review all content before publishing and remember a slight delay is better than a hurriedly constructed post that could have a negative impact on your brand and reputation.
Have monitoring in place:
Don’t let your monitoring metrics, opportunity identification and normal risk management procedures fall away in the holiday period. It can often be difficult to uncover this information when you are back at work and busy again with the whole year ahead. A sophisticated program should be able to see you through this time without major interruption.
A crisis can strike at any time. Whether it involves your company, your industry or even an individual employee, you need to be well-prepared to react. Social media is the first place people turn to during a crisis and the earlier you respond, the better it will be. Create a crisis plan, crisis mitigation actions and rehearse a protocol for recognising and dealing with a disaster. If you have the time before the formal break, you should workshop hypothetical crisis examples with your staff. Make yourself available if required.
Utilise the Opportunities:
You might want to consider using some of your less popular social media assets during the holiday season. Social media users tend to use more visual platforms Facebook or Instagram to holiday and family photos. A slight rethink of the social media strategy during this festive season to focus more on these sites will enable you to reach your followers.