Most of us celebrate the birth of ‘MURICA (that’s how us, millennials refer to the United States of America) with family, sun, and ice-cold beverages. We’ve earned it, right? People love to share photos of all the exciting stuff they do during the holiday on their social media pages for their friends to see and it makes for entertainment while you’re waiting for the fireworks to start.
One thing you’ll notice is that a lot of organizations don’t utilize social media on the Fourth of July, or any other holiday for that matter, like we do as individuals. Some organizations send the generic, “Happy Fourth of July!” message with a standard image of fireworks or with no image at all. While it’s a patriotic gesture, this a wasted opportunity to reach a bigger and broader audience.
Think about it: People use social media for entertainment or when they are bored. With everyone off from work, they will be browsing social media pages when they’re stuck in traffic (of course, we don’t condone it) or between burgers. When someone’s newsfeed is full of statuses from organizations and friends saying “Happy Fourth of July!” either no image or video to catch their attention, they are going to scroll right on by.
The key is to tie your organization into the holiday in a creative and engaging way.
Well, how can you engage your followers during a holiday weekend?
First, don’t post something that comes off as an advertisement. You want to promote your organization and the holiday, but don’t force the situation. Is there some way your organization ties into the holiday?
Take this example from the National Association of Professional Pet Sitters (NAPPS):
In the week leading up to the Fourth of July holiday weekend, NAPPS posted tips and tricks to prevent pet parents from losing their pets. Did you know there’s a 30 percent increase in lost pets between July 4 and July 6? The association leveraged this information and tied it to their organization and the holiday. NAPPS also encouraged pet parents to consider a NAPPS pet sitter if they were going to be on vacation during the holiday.
SPOILER ALERT: On the Fourth of July, the NAPPS social media channels will wish pet parents and pet sitters a ‘Happy Fourth of July,’ but the post will include a picture with tips pet parents can use to keep their pets safe during the holiday weekend.
But what if my organization has no connection to the Fourth of July?
If you’re managing your organization’s social media, you might consider changing your profile photo to red, white, and blue… please don’t. It won’t have the impact you desire. Social media is the way to highlight what’s human about your organization, especially during holidays. Is your organization holding a holiday party? Take photos and videos and share them on the Fourth of July.
Another option is a short video of your staff wishing everyone a happy and safe Fourth of July. You could also consider having your CEO wear red, white, and blue from head to toe and post in on your social media pages. Be a little creative and you’ll reach a larger audience. The more likes, comments, and shares means the more reach your post and your brand will have.
Here’s an example from Siena College:
Siena College did something as simple as posting their mascot with an American flag on the beach wishing their followers a Happy Fourth of July week. The post was simple, yet creative and effective.
Remember, anyone can mail it in and write, ‘Happy Fourth of July!’ and post it to their social media accounts. When you do this, you’re missing an opportunity to reach a larger audience.
Take advantage of this Fourth of July and every other holiday to show the creative and human side of your organization.
Have a safe and happy Fourth of July, ‘MURICA!
