#KeepingCRESocial: How to Be Socially Sensitive with Your Holiday Social Media Content

BLOG POST BY SARAH MALCOLM, CHIEF DIGITAL STRATEGIST AT THE NEWS FUNNEL

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It’s no secret that the United States is truly a melting pot for the world’s vast number of different cultures and religions. And it’s also true that it can be pretty easy to offend any number of people with whatever messages you decide to put up on your social media platforms during the most wonderful time of the year. The irony, right?!

So, how the heck you can be PC on your SM this holiday season?

Perhaps you can just create a status update wishing everyone a Merry or Happy Christmas/Saint Nicholas Day/Fiesta of Our Lady of Guadalupe/St. Lucia Day/Hanukkah/Three Kings Day/Boxing Day/Kwanzaa/Omisoka/Yule/Saturnalia? It has a catchy ring to it, right? Anyone we didn’t cover? Bueller?

Well, heck, now I’m exhausted.

You see our point. It’s not exactly easy to cover all the world’s religions that may or may not have followers that regularly visit your social media sites. So, how do keep everyone happy while still appearing sincere?

You can appeal to the majority.

There are a few different options when deciding how to market your company or offer some holiday cheer to your clients this season. The first option would be to stick with the majority to please the most people. Studies show that over 92 percent of Americans celebrate Christmas, so that would be the first obvious choice.

And while Christmas is a Christian holiday, those same studies concluded that 81 percent of people that celebrate Christmas aren’t even Christian. This is more proof that Christmas has become more of an American commercial holiday than just a Christian religious celebration. After all, there are plenty of families of different religions that hang trinkets on live trees in their living rooms and push their kids into an old bearded guy’s lap at the mall. It’s tradition after all!

Sometimes business owners also feel that what they celebrate is part of their brand identity and that they will actually alienate a large base of their customers by trying to be something to everyone. On the other hand, there is something to be said for trying to include as many different groups as possible, especially those that aren’t typically included in the festivities. What the heck Is Omisoka anyway?!

You can be Switzerland and remain neutral.

While it’s tough to call out every potential religion or winter celebration in the United States with your marketing, you can avoid picking any one group to recognize by wishing your clients a simple “Happy Holidays!”

For those that celebrate Christmas they may feel that the Happy Holidays greeting has pushed their traditions aside by trying to remain non-controversial. But for the majority, they understand the intention of respect for other cultures by not going specific on the actual holiday to call out in your marketing or client communications.

So, what’s the answer?

There is no right or wrong answer here. It’s important to acknowledge the time of year, respect your clients and vendors as they look to spend more time with their families and friends. And if you’ve truly built a brand identity, your tribe of loyal followers will be gracious for any holiday wishes they receive from you and your CRE business.

In case you’re wondering - we’ve come up with what we think will work in our own marketing.

Happy “it’s a cold time of year (unless you live in the southwest or southeast and maybe parts of southern Texas) and perhaps you light candles or leave out cookies but we generally all enjoy presents and peppermint lattes from Starbucks, but we won’t bother you because we know you’ve taken time off of work and will likely leave all of your CRE needs to the new year so just thanks for being our favorite clients now and all the other unimportant months of the year.”

Will that fit within the character limitations of Twitter? We sure hope so because we took quite a long time coming up with that one and think it has a politically correct and catchy ring to it. If not, then well, Happy Holidays!


To read more #KeepingCRESocial posts, click here.

Need help with your social media strategy? Contact Jen@thenewsfunnel.com to learn more. We manage some of the BIGGEST brand’s social media in CRE and more importantly WE GET RESULTS. Can I get an AMEN!?

If you are interested in booking Sarah Malcolm as a speaker feel free to reach out directly at sarah@thenewsfunnel.com.

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