Dates with a lot of emotional weight, such as Christmas, year end or a date of mourning, are a delicate field for companies. Whoever wants to take advantage of people's attention risks seeming insensitive; whoever says something sincere, simple and useful is usually well received. This is a way of deciding.
Five questions before publishing
- Do we have something true to say? If the message only exists because "it's Christmas", it probably does not need to exist.
- Is it useful to whoever receives it? Informing hours, thanking, or giving a practical indication is usually more useful than a stock phrase.
- Does it sound like us? If the tone differs from the usual, the message loses credibility. See how to define the brand's tone of voice.
- Is there any risk of seeming to take advantage? Of a holiday, of an emotion, of a tragedy.
- How would someone going through a hard time read it? For many people, Christmas is a painful time.
What usually works
- Short, personal messages, written by whoever deals with customers.
- Practical information: hours, closing dates, emergency contacts. See what to communicate at year end.
- Specific thanks, to particular customers, about something particular.
- Silence, when there is nothing to say. Not publishing is a legitimate decision.
What usually goes wrong
- Stock phrases that fit any company.
- Promotions disguised as sentiment: "Christmas is about sharing, and we share a special discount". The contrast is uncomfortable.
- Humour nobody asked for on topics that can hurt.
- Publishing as if nothing was happening when something serious happens in the country or the area.
When something serious happens
If there is a tragedy, national mourning or an event that shocks people, what was scheduled can be out of place overnight. So:
- Know what you have scheduled, and where. A simple list of posts for the next few days avoids surprises.
- Pause scheduled posts, above all those with a cheerful or promotional tone, while the situation lasts.
- Decide who can pause, and how, even outside hours.
- Resume with care, without forced comment on what happened, unless it relates directly to your activity.
And if you get it wrong?
It happens to everyone. Take the post down, apologise briefly and sincerely if appropriate, and do not argue in the comments. A quick, humble reply is usually well accepted. A defensive silence, or a long justification, is not.
A quick checklist
- Do you have something true to say?
- Is it useful?
- Does it sound like the company?
- Could it hurt anyone?
- Is anything scheduled that should be reviewed?
In Brand Strategy, the tone is decided in advance, and matters above all on these dates. For the values that guide these decisions, read mission, vision and values.
The list of what is scheduled
Make a list today of everything scheduled for the next fourteen days, in all channels (social media, emails, ads, messages): date, channel, subject, tone. Circle what has a cheerful or promotional tone. Agree with whoever manages each channel that, if something serious happens, those posts are paused, and who decides. Write that person's contact at the top of the list. It is a ten-minute exercise that, on the day it is needed, saves a bad decision. Update the list week by week.
In short
- On sensitive dates, first ask whether there is something true and useful to say.
- What works: short, personal messages, practical information and specific thanks.
- Avoid stock phrases, promotions disguised as sentiment and humour on topics that hurt.
- Know what is scheduled and who can pause it, if something serious happens.
Quick questions
Is not posting at Christmas a mistake?
No. If you have nothing true and useful to say, silence is a legitimate decision. Just make sure practical information, such as hours, is right.
Can I run a Christmas promotion?
You can, but say honestly that it is a promotion and why, without mixing it with sentiment. See the article on Black Friday for service businesses.
Who should decide to pause posts?
Someone by name, who is easy to contact, even outside hours. Agree this before it is needed.
Want to fine-tune the tone for the most sensitive dates of the year?
The exploratory call is a 30-minute conversation, at no cost. We fine-tune the tone for dates like these. You keep the written summary.
Book an exploratory call