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Social Media Seasonality

Social Media Seasonality | Literanista's Picks |
Nine things you should focus on to help smooth out your year during the off-season and maintain the connections, buzz, and engagement that you worked so hard to earn.


Marketers have become quite adept at managing and messaging consumers according to a calendar that matches brand needs. In general, marketers work to maximize their efficiency by staying top-of-mind with consumers along the product lifecycle, but particularly when sales or other desirable events are most likely to occur...This may not impact every marketer, but many products and services have seasonal cycles that drive their planning and spending... But the connections you make in social can't be dropped when convenient for the brand and then picked up again without paying a price. You can cycle with the seasons in social interactions; you just can't drop off completely. There are some things you can focus on to help smooth out your year and maintain the connections, buzz, and engagement that you worked so hard to earn.

Adjust cadence and goals. Recognize that consumers might not be in the mood or mindset for you right now, and adjust both the cadence and content of your interactions. Fewer contacts might be more appropriate and productive just now. Above all, adjust your goals and expectations. While during your "season" you are rightly focused on conversion goals and measuring your CPAs while optimizing intently; during your customers' off-season you might have softer goals like delivering reminder messaging or gaining additional levels of opt-ins, gathering insights, testimonials, or even testing new messaging, new products, or new branding elements within the relatively safe environment of your own communities.

Leverage brand extensions. Does your ski resort become a mountain bike resort in spring and summer? Keep in mind what you are best known for and what motivated the interactions in social to-date. Hopefully you have some knowledge base and a database that segments your community members by origin or interest.

Use content tie-ins. What other brand associations can lead to content generation during the downcycle? Charity tie-ins are a great way to extend the brand story in off-season months but there may also be other stories that your audience may find of interest. If you have a likable real or animated spokesperson, perhaps they can be fleshed out with a variety of stories and events that bridge the gap months.

Look for audience-relevant content. Aside from direct product or brand content, a seasonal brand should be very aware of what other types of content their social media audience responds to or wants. Your research may peg your audience as ripe for environmental or celebrity news or a year-round fitness angle. Feed them content that they'd consider relevant, that reflects positively on the brand, and that keeps you top-of-mind.

Segment audiences by season. Not every season occurs simultaneously or is tied to weather. Use geographic segmentation to hit the seasons as they occur in various parts of the country. If you can market internationally, look for markets around the globe that are in season. Holiday seasons vary by the holidays particular audiences celebrate.

Warm up your audience pre-season. Make good use of the period in advance of your season to warm up your audience and get them thinking about your product or service. Engage them with quality content so that your primary touch points aren't always sales messaging.

Tempt your audiences even in the off-season. Don't disregard the aspirational value of off-season images and messages. People who are avid skiers are probably motivated by gorgeous ski photography no matter the season. For long-lead-time purchases you aren't truly off-season and can use discounting and promotions to keep users in the loop and thinking about your brand. This is a great time for less frequent but longer-form storytelling. Solicit customer testimonials or do case studies and highlight a few with some images.

Differentiate and prioritize. Don't treat all communities the same way. If your most active, productive, and engaged audiences tend to congregate in one place, then prioritize limited resources in that direction.

Use the off-season to gather content. Use your downtime to prep for uptime. If your offering is visually appealing then use your downtime to build up a stunning visual library that you can then selectively leverage on Pinterest or other properties when the timing is right. Or use your time to establish connections with the right bloggers and organize events that can kick off at more optimal times.


The biggest mistake you can make with a seasonal business in social media is to assume that seasonal high months are the only ones you need to plan for and to ignore all of the adjacent opportunities for good interactions and good content. How have you leveraged a seasonal business in the off-season in social media?

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The golden rules of a successful social media strategy

The golden rules of a successful social media strategy | Literanista's Picks |
I have had this idea at the back of my mind for several months already. And now is the time to share it with you.

Whether I facilitate workshops or advise clients, I often find myself having to explain what the phrase “social media strategy” stands for. Usually, people realize that they have been implementing a strategy all along. And, lo and behold! The door to a world of opportunities — and great ideas — suddenly opens for them.

Every industry is different. What works in a specific field may not work in another. However, some tips and rules are universal. And as such, they should be shared.

Cendrine Marrouat -'s comment, September 3, 2012 11:51 PM
Thank you for sharing my article!
Cendrine Marrouat -'s comment, September 4, 2012 1:33 PM
Thank you for sharing my article!
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The Transition From Traditional Marketing Leadership to Digital Marketing Leadership | Hugo Guzman

The Transition From Traditional Marketing Leadership to Digital Marketing Leadership | Hugo Guzman | Literanista's Picks |

"Something that has always amazed me over the past half-decade or so is the obvious disparity between the makeup of marketing thought leadership on social networks and blogs versus the makeup of marketing executive leadership at enterprise brands..."


Absolutely true. Having worked in PR and ad agencies for many years, I understand the trepidation that most executives have about crossing the line into the wild, creative digital world.


Hugo, the author of this article, nails it. Brand marketers haven't yet reached a "tipping point," where they're forced to breathe non-traditional marketing. But that day is coming, and coming fast.

Via Viqi French
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Top 10 Content Curation Sites For Creating Online Magazines

Top 10 Content Curation Sites For Creating Online Magazines | Literanista's Picks |

"Content Curation, the act of discovering and presenting digital content, is becoming increasingly popular among publishers and marketers. Instead of focusing on generating new content, content curation focuses on amassing content from a variety of sources, and delivering it to readers in a visually appealing and organised manner.


There are several content curation services that allow you to create online magazines with content mash-up from websites, blogs, RSS feeds, social media, and other online sources.


I have compiled a list of 10 free content curation sites that you can use to deliver content to your audience creating your own digital magazine and newspaper. It is a very effective way to get the most out of your content and attract new audiences."

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10 Fun Tools To Easily Make Your Own Infographics

10 Fun Tools To Easily Make Your Own Infographics | Literanista's Picks |

There are so many tools now available to help you make your own infographic, and this post shares information on ten tools that will help you visually represent data. For each tool a short description is provided as well as a visual. The tools discussed are:, Dipity,, Venngage,, Tableau Public, Photo Stats (for iPhone), What About Me? (create an infographic about your digital life), Gliffy, and Piktochart.

Ten great tools that will allow you to create (or have your students create) infographics for this school year!

Via Beth Dichter, Brian Yanish -, roberto toppi
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