But for industries like retail, hospitality, arts/entertainment and travel. the Christmas New Year period is amongst the busiest times of the year.
Digital Marketing consultant Konrad Markham has some quick tips to help businesses keep up with social over the holidays.
“Make clear across your social media accounts the specific days and times when the account will be monitored. Even if it is only one hour a day (unless it’s an emergency), you are managing people's expectations (including your own internal staff).”
“I have learnt the hard way that other staff and even CEOs have more time on their hands over the Christmas New Year holidays to look at the company social media accounts. Something they usually don't have time to do over the course of a regular business week”
Konrad advises that you don't want people seeing issues and comments being posted on the company social pages without a response or an acknowledgement.
To listen and acknowledge is usually enough in the first instance. If you respond with “we will follow up and respond to you by such and such a date after the holidays”, most people will be accepting and understanding.
According to the Sensis 2015 Social Media Report, social media usage tends to peak first thing in the morning, at lunchtime and in the evening/after dinner.
“Over the Christmas New Year period, with more free time people are likely to use social media more frequently throughout the day and for longer. However to pick one time, I would focus posts and monitoring first thing in the morning.”
He says it’s important to pre warn customers about changes in your business products/ services and post them prominently across your social media accounts.
“Will your opening hours change? Are you open on Boxing Day? Does your booking/reservations policy change? Contingency plans while visiting a venue.”
Konrad also suggests using social media software to help scheduling posts in advance. “Leading software such as Hootsuite enables you to schedule on a specific date/time as well as autoschedule and you can track all your accounts on one dashboard.”
Other software for medium to large businesses such as Sprout Social offer similar capabilities. Tweetdeck and FutureDeck are also useful scheduling tools focusing on Twitter.
Use these tips and keeping up with social will have minimal impact on your ability to follow the ups and downs of the Boxing Day test match or snag a bargain at the post Xmas sales.