The holidays can be a unique opportunity for brands to connect on a more personal, emotional level with their community. But it’s also making yourself vulnerable to a very public misstep. Veteran online community-builder Brandie McCallum joined #ContentChat this week to share her tips for making the most of the holidays without offending your community.

Q1. How do you decide which holidays to celebrate as your brand/client?

As with so many other content and social strategies, your brand’s holiday celebration decisions need to start with a deep understanding of your audience.

A1. You have to know the quirks of your client/brand and which holiday fits their personality and goals for their content. #ContentChat

— Donnie II (@DonnieHaflich) October 30, 2017

A1: It depends, when doing the strategy, I usually share recco they share for the big holidays, it makes the brand relatable #ContentChat

— Brandie McCallum (@lttlewys) October 30, 2017

A1a Celebrate a holiday online when there’s a clear overlap with your community members #ContentChat

— Derek Pillie (@dpillie) October 30, 2017

A1. I don’t force it — I talk about holidays in content if there’s some kind of natural angle that coincides with the brand. #ContentChat

— Amanda Milligan (@millanda) October 30, 2017

Q2. Do you create a holiday calendar?

A holiday calendar can help you plan in advance for timely content, but not everyone uses them.

A2a: YES! It’s easy to forget or have to scramble for content when you realize it’s Easter or Christmas. #ContentChat

— Brandie McCallum (@lttlewys) October 30, 2017

A2: Absolutely. Create the calendar, get it approved by the brand or leadership, and then stick to it. #ContentChat

— Jason Webb (@JasonLWebb) October 30, 2017

A2: We have a content calendar & + holidays on it so our content is tailored. Content does not always have to have a direct tie #contentchat

— SRB Communications (@SRBComm) October 30, 2017

A2: A separate holiday calendar probably not warranted but definitely note holidays and schedule content in regular calendar. #ContentChat

— Alan Fleming (@alan_fleming) October 30, 2017

A2. I map it to my content calendar — especially niche holidays e.g. #AviationMaintenaceTechnicianDay maps to Aerospace mkt #ContentChat

— Su Doyle (@sudoyle) October 30, 2017

Q3. Why is holiday content important on social media?

Not all brands celebrate holidays on social media, while others just celebrate the biggest national holidays. Why should brands celebrate holidays on social?

A3: Celebrating holidays allows you to get personal, ask for customer stories & develop stronger relationship with ur community #ContentChat

— Brandie McCallum (@lttlewys) October 30, 2017

A3. Holidays are top of mind.
Lots of room for creativity
Connect w/ the community
Give Back
But be relevant & respectful #ContentChat https://t.co/AnFJ3VqiX0

— Su Doyle (@sudoyle) October 30, 2017

A3 Recognizing holidays puts you in the headspace of your customers. It’s what THEY care about, so you should too. #contentchat

— Martin Lieberman (@martinlieberman) October 30, 2017

A3: Holidays are shared experiences and drowning in nostalgia. Audiences already seeking connection you can provide. #ContentChat

— Alan Fleming (@alan_fleming) October 30, 2017

Q4. How do you decide what holidays to celebrate?

If you celebrated all the holidays—including the myriad daily hashtag holidays that crop up—you could overwhelm your community. So how should you choose which holidays to focus on?

A4: Ask the client what they celebrate? Maybe work in few quirky ones #NationalSmileDay or do they just want to have the big 5 #ContentChat

— Brandie McCallum (@lttlewys) October 30, 2017

Q4: If it’s related to the brand in some way, we jump on it. (Ex. Food Holidays for Food and Beverage brands…) #ContentChat

— AIM Social Marketing (@AIMSMMarketing) October 30, 2017

A4: Understand the brand and what it stands for. You wouldn’t want to promote national cheeseburger day for health care, right? #contentchat https://t.co/lotRsEpuLx

— Jason Webb (@JasonLWebb) October 30, 2017

A4. Better to be inclusive than be choosy. Although I grew up with a Holly Jolly Hindu Christmas and a Veggie Thanksgiving! #ContentChat

— Su Doyle (@sudoyle) October 30, 2017

A4 Process: 1 ID opportunity
2 Evaluate against strategy
3 Determine value for participating
4 Assess available resources #ContentChat

— Derek Pillie (@dpillie) October 30, 2017

Q5. What types of content should you avoid?

Not all holiday content is created equally. Here are our #ContentChat attendees tips on what not to share.

A5: Avoid using the holiday to push your message. Holidays are about the Community, share their story Be humble & sincere #ContentChat

— Brandie McCallum (@lttlewys) October 30, 2017

A5) Don’t try to be funny or witty when it’s a serious holiday. Save that foR national #SpeakLikeAPirateDay. #Arr #ContentChat pic.twitter.com/gYea25Lx9m

— Jeff Reno(e) (@Renoe) October 30, 2017

A5. Content that makes your brand look like all the rest. Go ahead and use that Grinch meme instead of that Charlie Brown meme. #ContentChat pic.twitter.com/jsLi77eBKA

— Donnie II (@DonnieHaflich) October 30, 2017

A5) You should avoid content that is off-topic for your target reader/consumer. #ContentChat

— The Sway (@SwayWithSway) October 30, 2017

A5 Always best to avoid content that excludes people. Like, saying “Christmas” instead of “holidays.” Be inclusive! #contentchat

— Martin Lieberman (@martinlieberman) October 30, 2017

Q6. How do you respond when someone complains about your holiday post?

When it comes to holidays—no matter how quirky or minor—there’s always the possibility you might offend someone. Here’s how to respond.

A6. Ask them for specific reasons why the content offended them. Always be prepared to back your content if you have to. #ContentChat

— Donnie II (@DonnieHaflich) October 30, 2017

A6: Apologize! It’s nearly impossible to develop content that makes everyone happy, the most a brand can do is be understanding #ContentChat

— Power Digital (@PwrDigMarketing) October 30, 2017

A6: Listen, acknowledge and apologize. Always let them know you are listening and care. #ContentChat

— Brandie McCallum (@lttlewys) October 30, 2017

A6: If you made some sort of mistake, own up to it and apologize as soon as possible. #ContentChat

— Express Writers (@ExpWriters) October 30, 2017

A6) Never shrug aside a concern. Start a dialogue to understand the offense and to understand how to learn from it. #ContentChat pic.twitter.com/mWe4vMbklg

— Jeff Reno(e) (@Renoe) October 30, 2017

A6 A quick public acknowledgment is nice, but a lengthier, more sincere personal apology is awesome #contentchat

— Dan Goldberg (@Jonas419) October 30, 2017

A6 find out what was the complaint about. Was it the graphic? Was it the text? It could be a misunderstanding as well #contentchat

— Win Shi Wong (@winshiwong) October 30, 2017

Q7. I’m going to run a contest or sale during the holiday, how do craft my message?

A7: Be sincere. Have fun. Meet a need your customer has, ask them what they want #contentchat

— Brandie McCallum (@lttlewys) October 30, 2017

A7b: Make the conversation about them, make it easy for them to have what they need. Share their story. GIVE #contentchat

— Brandie McCallum (@lttlewys) October 30, 2017

A7: Have fun and get creative, but still craft your message with the target audience in mind. #ContentChat

— Express Writers (@ExpWriters) October 30, 2017

A7 This is a great example of how to do a holiday-themed sale/promotion! https://t.co/ohkqVJvVYi #contentchat

— Derek Pillie (@dpillie) October 30, 2017

A7: Consider what would your fans be thrilled by on that holiday and craft something that you feel delivers. #ContentChat pic.twitter.com/7gM3Kyz5nv

— Alan Fleming (@alan_fleming) October 30, 2017

A6) Quick to Apologize for the offense, then be quick to learn something new. It can enhance your content. #contentchat pic.twitter.com/MBlgCDfl17

— Andre M. Powell, CC (@andrempowell) October 30, 2017

Q8. Who are your favorite brands to watch for the holidays?

Want to see who’s doing holiday content right? Check out these faves.

A8: I always love @Target and @JohnLewisRetail holiday content. https://t.co/wyMzXemfDp #contentchat

— Erika Heald (@SFerika) October 30, 2017

A8: So many! @Hallmark, @Moleskine, @Sharpie, @TCM and of course, @Disney #contentchat

— Brandie McCallum (@lttlewys) October 30, 2017

Not sure I have one, but @lifetimetv‘s latest holiday commercial, to the tune of 12 Days, really got my attention. #contentchat https://t.co/7lhfatSeBr

— MichelleParkLazette (@mp_lazette) October 30, 2017

A8. I love keeping an eye on @GoPro. They never disappoint. Also, all my favorite publishers and all their #giveaways. #ContentChat

— Donnie II (@DonnieHaflich) October 30, 2017

Ohh, and all the feels for @target last year with @johnLegend and @chrissyteigen!! Loved that series!! #ContentChat pic.twitter.com/Xrpu1YOfHP

— Brandie McCallum (@lttlewys) October 30, 2017

A8 John Lewis! And Notonthehighstreet has quite good ads at christmas too #contentchat

— Annelise Atkinson (@AnneliseAtko) October 30, 2017

I pretty much love everything @Disney does on social…. What I wouldn’t give to work there! #contentchat

— Jason Webb (@JasonLWebb) October 30, 2017