Will your business be surfing the Chinese New Year wave?
Many businesses starting out on social media reach a point when enthusiasm wanes, focus is lost and posts become less frequent and less relevant to their business activities. We've all checked out a company's Facebook, Twitter or LinkedIn brand page only to see tumbleweed rolling between posts six weeks apart, separated only by an innocuous photo upload that leaves followers scratching their heads on the relevance scale. It's a clear sign that the brand page has been created without much foresight and planning, and that a content calendar is required to steer the brand's editorial direction.
The Monday morning dilemma
A content calendar is critical to helping ensure that posts are published regularly and aligned with themes that contribute to business strategy. Many businesses, however, approach Monday morning without a clear idea of the focus of the messaging on their social media properties that week and the thought of continuously sourcing and creating content that is overtly linked to the business can be tiresome and demotivating. This is where "agenda surfing", in which you create content that 'surfs' on popular news stories and events to gain visibility for your brand adds value, as well as variation, to your usual post topics. It’s nice if there is some tangible link between the post and your business but sometimes you’ve just got to go with the flow even when you can’t tie it back to your business. Agenda surfing, and 'newsjacking', activities should also be integrated into a broader content calendar (start by creating a calendar of posts for the next two weeks and work your way up to a monthly/annual calendar).
The start of the new year, Valentine's Day, the Chinese New Year and Easter, as well as the dozens of international days, from International Women's Day and International Jazz Day to Global Day of Parents and International Day of Yoga, present businesses with opportunities to create interesting, relevant content that surfs on the back of these events. If you’re game, you can even create content about the ‘news of the day’, like biscuit manufacturer Oreo famously did to great effect during the blackout that delayed the 2013 Super Bowl in the United States, and European airline Ryanair has done with its past advertising.
No content calendar. No social media strategy
Agenda surfing goes much deeper than just adding some events to a calendar and talking about them, yet many of us fail to use calendars and attach our brands to international days and events, so it's a decent starting point to any calendar.
The transition to the Chinese New Year of the Goat is widely observed but this territory is not strictly the domain of businesses with activities in Asia. As you read this post it is likely too late for your brand to develop a series of relevant, meaningful content that will ignite engagement with your customers and followers if you haven't already prepared them. But there are other international days and events that your business can seize upon to take the pressure off trying to create high quality, strategic content every day. Sometimes you just need to give the people what they want, and not what you think they want.
Surf's up and hopefully we just caught our wave.