Test Your Holiday Social Strategy Early and Often

Test Your Holiday Social Strategy Early and Often Bridget Quigg Blogger Extraordinaire Simply Measured

HolidayGuide_blogThe air has grown chilly and people are now debating who will host Thanksgiving this year. It’s a great time on social to remind people that you have holiday goodies on the way.

But, the key to holiday success on social is mixing your holiday excitement with what you can offer followers right now.

Let’s take a look at one brand’s knack for gently building towards full holiday fun. Then, as always, we’ll suggest some ways to review and measure your campaign results.

Crate and Barrel’s Clever Approach

We’ll start with Crate and Barrel’s ever-stylish and timely work on Twitter. In a series of Tweets, they carry you from Thanksgiving flatware, to upcoming deals on ornaments, to espresso makers and juicers (needed for that post-holiday cleansing and recovery).

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They even come up with seasons of their own. Pie season, anyone?

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Also in the mix is recruiting for extra holiday help and deals on shipping, which make those early holiday purchases even easier. The overall feeling of Crate and Barrel’s feed these days is that they’re excited it’s fall and they’re showing you samples of all the holiday fun to come.

Test Your Recipe

As soon you start sprinkling the holidays into your social mix, we recommend the following metrics to help you refine your strategy as you go.

Engagement

The point of holiday cheer is sharing, right? Go ahead and give! Then, find out how cheery your audience is feeling by tracking their engagement levels day by day. Pay attention to both spikes and lulls to know what your current, active audience enjoys hearing about.

This chart of Tweets and engagement over time comes from the Simply Measured Twitter Account Report.
This chart of Tweets and engagement over time comes from the Simply Measured Twitter Account Report.

Content Type

Would your audience like pictures of pumpkins, videos of dancing turkeys, or a link to a coupon code? Maybe try pictures of pumpkins one week and then snowy scenes the next. Remember, the frenzy grows as December draws near so keep in touch with your audience’s preferences week by week.

This chart from the Simply Measured Twitter Activity Report shows one brand’s comparative engagement of Tweets sent by content type, making it easy to see how photos perform versus videos and other content.
This chart from the Simply Measured Twitter Activity Report shows engagement with Tweets sent by content type, making it easy to see how photos perform versus videos and other content.

Influencers

Just like Santa leans on Rudolph to rally his team, your influencers have the power to get more people aware of your products, offers, and events. Encourage them to help you get sign ups for your Cider Sipping event or more orders placed on Cyber Monday. Then, remember to recognize and reward them for introducing you to their audience.

This chart of most engaged users from the Simply Measured Twitter Account Activity report provides a quick reference for who might want to talk with you and about you.
This chart of most engaged users from the Simply Measured Twitter Account Activity report provides a quick reference for who might want to talk with you and about you.

You can also dig into more metrics for your holiday campaigns, such as frequency of posts, which channels seem most receptive to holiday deals and offers, and more. Social marketers, your stockings are stuffed with measurement options because you’ve been reading this blog all year long.

What’s Your Holiday Social Strategy?

How are you approaching this sparkly time of year on Facebook, Twitter, Instagram, and other channels? What works in your industry? Share your thoughts below. And, download our complete guide for a successful, social holiday season.
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Bridget Quigg

Bridget Quigg

Hello, fellow Marketeers. My job at Simply Measured is to tell Kevin and Lucy how awesome they are at running the blog. Because, they are.