The holidays are a season of joy and merriment, but they can also be a stressful time for social media marketers. Planning the perfect holiday social schedule is an art — and one that many make mistakes with.
Here’s how to avoid some common pitfalls…
Scheduling At The Last Minute
You’re probably familiar with the phrase “better late than never,” but this is not the case when it comes to social media scheduling. It’s crucial that you plan ahead and schedule posts far in advance if you want to avoid having a busy December filled with panicked last-minute posts.
Using an editorial calendar or social media calendar tool is a great option to avoid these last-minute postings and ensures all relevant stakeholders have given their stamp of approval well in advance.
Potential Issues With Automation
If you’re like most businesses, automation is a staple in your social media marketing strategy. There are certainly benefits to automation: it can save time and increase consistency, which are two things that are especially important when you’re managing multiple accounts. But before diving into a full-scale automation strategy, it’s important to consider the potential pitfalls of using automated tools as your primary means of engagement.
Automation is not the same thing as scheduling—it isn’t just about setting posts up in advance and then letting them run on autopilot. Scheduling posts may help ensure that your brand stays consistent across platforms (a good thing), but it doesn’t mean that those posts will be engaging or effective (a bad thing). You still need real people behind those automated accounts responding to customers and engaging with influencers who might want to work with your business later down the road.
Not Being Ready To Respond
When you have a social media presence, it’s inevitable that people will be commenting, liking and sharing your content. If a post of yours receives negative feedback, you need to respond to it in a timely manner. You should never let negative comments roll off your back—even if they appear insignificant or silly. Don’t be afraid to ask for help when responding to comments; this is why we have teams dedicated specifically to handling customer issues on all our accounts.
We also recommend keeping up with conversations on Facebook chatbots and messenger bots because time-sensitive conversations can happen there as well as through regular posts on Instagram stories or Facebook live videos (if applicable).
Not Doing Enough Social Listening
Social listening is an undervalued skill when it comes to social media marketing. When you listen to what people are saying and how they’re feeling, you can tailor your content to their needs.
If a customer mentions something in passing that catches your attention, ask if they’d like more information about that topic or product. If someone complains about something, offer help or advice on how to fix it—or at least sympathise with them! And if customers have good things to say about your brand? Let them know that you appreciate their support by replying back with appreciation for their kind words!
Using The Same Posts Over Again
One of the most common mistakes that people make when scheduling posts is using the same ones over and over again. You can use a variety of different posts during this holiday season, but don’t post too many or too few.
Reposting old content is a rookie mistake on social media—and one that can hurt your brand. It looks lazy and unprofessional to repeat yourself, so don’t fall into this trap! Instead, come up with new ideas for your holiday social calendar each year and keep them fresh by keeping things varied.
We hope you’re feeling a little more confident about your holiday scheduling. But don’t forget to take a moment and look at your calendar after all is said and done! While the holidays can be stressful, they can also be an opportunity to slow down and enjoy time with friends and family. So grab some eggnog (or coffee), sit back and take a moment to enjoy this season!