Test Your Holiday Social Strategy Early and Often
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).
They even come up with seasons of their own. Pie season, anyone?
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.
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.
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.
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.
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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