Staying Social Over the Holidays
It’s been said time and time again: social media is one of the best tools for direct-to-consumer branding and image management— and Twitter is the platform where it all begins.
From iconic companies like Oreo and Nike to personalities like Kim Kardashian and Ryan Reynolds, the use of an authentic and unique voice is sure to cement a loyal base and attract new followers. Interacting with fans, answering questions and sharing big news will keep the engagement flowing, while helping to establish the ‘personality’ your brand is aiming for.
But what happens when social goes wrong?
The holiday season is especially ripe with brand-led Twitter faux pas, as entities try to mesh seasonal spirit and company messaging. This balance can be tough to find, and mistakes are often chronicled in aggregator accounts like @BrandsSayingBae, which went viral last year for their commentary on the more cringe-worthy corporate tweets, or on the timelines of a million followers weighing in on the blunder.
Before you draft your holiday content calendar and check it twice, here a few Do’s and Don’ts :
Reminding followers about seasonal offerings
From restaurants and hotels to boutiques and ecommerce, holiday sales and seasonal changes to your look are sure to attract attention.
Do: remind followers about your upcoming special offers and new releases. Keeping loyal customers in the loop and providing links to special offers make it easy to maximize click-throughs.
Don’t: overtly commercialize posts meant to act as ‘season’s greetings’ – your followers will notice, and might perceive the posts as greedy.
Interacting with other brands
Some of the most-retweeted exchanges on Twitter involve two brands having a bit of fun, but a recent study from Sprout Social shows that 67% of respondents find it annoying when brands attack one another on social media. In that case…
Do: have fun with your fellow social media marketer!
Don’t: get nasty! No one wins in a Twitter feud.
Getting ‘human’ with your followers
It’s great to remind followers that a real person is behind your brand’s Twitter account, but there can be too much of a good thing.
Do: have fun with your followers using .gif images and authentic, personal replies
Don’t: go off-brand with slang or jargon that doesn’t fit your image, or else you might find yourself on the @BrandsSayingBae timeline!
In all, many of these gaffes are avoidable with an established digital agency or branding consultant, meant to make a business owner’s life much easier while they continue with day-to-day operations. An agency can develop the voice and personality based from various downloads and brainstorming sessions, and build that voice over time.