Happy Holidays! Now Get Back to Monitoring Your Social Channels


We all need to recharge during the holidays, especially PR pros and brand managers who, when they're not checking their brands' Twitter and Facebook accounts, are having visions and nightmares of trolls and haters on the attack. If only trolls and haters needed to recharge as well. They seem to have endless energy.

So as long these sleepless critics are on the prowl, a clean break from social media is not really an option. During down times like the last week in December, relative silence on social media—provided there are no crises that directly affect one's brand—is probably fine and in some cases respectful of one's audience. But listening—well, that's another story. Somebody's got to be on the watch.

PR News asked its followers on Facebook if they thought it was OK for brands to take a social media break during the holidays. As of Dec. 21, we had received more than 40 comments, and of those, only five were wholehearted recommendations that brands should take a break. Otherwise, the general theme was that brands are not people and do not need and should not take a rest. Shutting down entirely on social channels is a needless risk.

Scaling back was offered as an option by some commenters, but most seemed horrified at the notion of letting go of the wheel and letting their audiences take over unsupervised, like parents leaving town for the weekend so their kids can reenact scenes from Richard Linklater's Dazed and Confused

Some offered good, specific tips. Krisleigh Hoermann pointed out that "crises tend to occur the Friday night before a holiday, so no [you can't take a break], but you can scale back a little and ensure you have fun, conversational posts that don't require as much time monitoring." Will Fordham said typical messages from brands might be perceived to be a little off message in the dead period between Christmas and New Year's, but that it might be a good time to "showcase the human voice behind the brand more."

Here's hoping your December holidays are as restful as they can possibly be, and that your social media channels are festooned with nothing but tidings of peace and love.

Follow Steve Goldstein: @SGoldsteinAI

 




Comments Off

avatar

About Steve Goldstein

Steve Goldstein is editorial director of events for Access Intelligence’s PR News brand, which encompasses premium, how-to content, data and competitive intelligence for public relations professionals; PR News Online; PR News conferences, webinars and awards programs; and PR News guidebooks. Previously at AI Steve was editorial director of min, min ’s b2b and minonline as well as managing editor of CableFAX: The Magazine and CableWorld. Before joining Access Intelligence, he was executive editor of World Screen News, and editor of Film/Tape World, which covered film, television and commercial production in the San Francisco Bay Area.



Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.