effective crisis comms

Christmas and the New Year are fast approaching. Whilst people like to switch off and relax, unfortunately, that doesn’t mean that your social media can stop! Between scheduling of content and staff on holidays, there is a lot that can go wrong on your social media feeds over the Christmas period. With this in mind, we have outlined some dos and don’ts for the Christmas period to minimise risk for any potential hiccups on your platforms.


social-media-guidelines-employees-ireland1. Do monitor scheduled posts

Make sure that you double and triple check any scheduled posts for correct spelling and timing. Even when posts have been reviewed, you will need your team to check in on your brand’s profiles to review reactions to scheduled posts. Your team will need to react immediately if something should happen to compromise any content you have scheduled.


2. Don’t forget brand guidelines for employees

Employees should be well briefed on social media guidelines at any time of the year, but particularly during public holidays. They should not post any inappropriate content to social media and all employees should be reminded to log out of all work accounts when not working, so as not to confuse public and personal profiles across the holidays.


3. Do connect with your audiences

Try to put yourself in their shoes. Consumers’ needs and time online will fluctuate over the holidays. Think of where they might be at that time and what their needs are. Are they avoiding the busy city? Or perhaps they looking for entertainment for the kids? Use your customer insights to connect and engage with your audiences at a time when they are online.


social-media-content-calendar-scheduling-new-year4. Don’t forget your time zone

If you are working internationally, do take care to remember your time zones and push content out to relevant audiences at the right time. For example, while both Americans and the Irish celebrate New Year’s, one sleeps whilst the other is awake. Ensure that all social media posts, emails and newsletters are delivered at the right time.

5. Do keep audiences informed

Many companies change their usual schedules during the holidays. Make sure that you keep your audiences informed and that you address any queries in advance of the busy period. Simple actions such as posting revised opening/contact hours, setting up Facebook messenger responses and informing people of order delays or deadlines can pre-warn your customers and mitigate any problems they may experience. Transparency at busy periods is very important.


We work with brands to develop content calendars for their platforms that deliver results. If you would like to find out more about how social media can become a lead generation tool for your business, contact our team. Drop a line and your contact information to info@springboardcommunications.ie

Post by
Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.

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Springboard Communications
CRO 529581
Dublin | Cork