The holiday season is surely the most wonderful time of the year. But it is also the busiest. There is no exception to this when it comes to business social media marketing. To help navigate the world of business social media activities during this season, we talked to Twitter Marketing Expert Madalyn Sklar.
LHN: What are some challenges that small businesses face during the holiday season in terms of social media marketing?
MS: I think one of the biggest challenges this time of year is getting people to take time off. Social media is one of those things that just never stops, making it essentially a 24/7 job for those working in the field. It can honestly be exhausting sometimes because we’re always too connected. We need to remember that we all deserve a break during the holidays, which means taking time away from our devices.
LHN: Are there any challenges unique to this year or the changed post-pandemic world in general?
MS: Now more than ever, It’s important to consider the needs of your audience and how things have changed for them post-pandemic. And those changes need to be incorporated into your social media presence, as that’s how many brands primarily connect with their audience. Depending on your audience, you may want to change how often you’re posting, what kind of content you’re sharing, content formats, etc.
LHN: How would you address these challenges?
Taking time off can be challenging to do when social media is a huge aspect of your career. You just need to plan ahead. Take some time to schedule social media content in advance. That way, you’ll have plenty of fresh content ready to be published without actually having to be present. Then, you can set aside a chunk of time to check in when needed.
MS: Regarding post-pandemic changes, make sure you’re listening to your audience. Gain a better understanding of what your customers want and need and adapt as necessary. It’s also important that you’re focused on building a strong relationship with them. Be transparent about what your brand represents and how you do business. People want to shop with brands they feel are aligned with their same values.