In today’s digital landscape, you might find that using social media to engage with your members is becoming increasingly important.

One effective strategy is recognizing nationally relevant holidays and celebrations. However, navigating these topics without backlash requires a thoughtful approach. Drawing on insights from CSG Creative’s long-time clients, here’s how you can effectively and positively engage your audience during these special occasions.

Make it Personal and Relevant

One key lesson from The Children’s Guild is the power of personal and relevant content. Their leadership emphasizes that holiday posts are connected to their Diversity, Equity, and Inclusion (DEI) initiatives. This alignment ensures that the posts resonate deeply with their mission and values.

Brynn Thomas, Account Executive at CSG Creative shares, “We try to focus on holidays relevant to their brand or mission, such as Autism Acceptance Month, Mental Health Awareness Month, and Teacher Appreciation Week.”

By highlighting specific projects or people within your organization who embody the spirit of the holiday, you create a more authentic and engaging narrative. When your audience sees familiar faces or learns about initiatives they care about, they are more likely to respond positively.

Focus On Industry-Relevant Celebrations

Another effective strategy is to prioritize celebrations that are directly relevant to your industry. This can help avoid the potential political sensitivities associated with broader cultural holidays.

Wendy McCool Lewis, Senior Director of Digital Account Strategy notes, “The Alliance for Chemical Distribution (ACD) found that celebrating days relevant to their industry to be much more effective than holidays. They used to focus on one celebration per month like International Women’s Day, or Chemistry Awareness Week.”

By selecting industry-specific days, you can foster engagement without stepping into contentious areas. This also positions your association as a thought leader within your field, highlighting your commitment to industry-relevant issues.

Learn From Past Engagement

Analyzing past engagement metrics is crucial for refining your holiday and celebration social media editorial calendar. Over time, you can identify which types of content resonate most with your audience and adjust your strategy accordingly.

McCool Lewis further explains, “ACD has now narrowed it down to about 4-5 posts per year based on the past engagement and performance data.”

This data-driven approach ensures that your efforts are both efficient and effective, focusing on what works best for your audience.

Address Controversy With Confidence

Despite best efforts, some posts may still receive backlash. When this happens, it’s important to address concerns thoughtfully and transparently. Acknowledge the feedback 1-1 if possible, clarify your intentions, and reiterate your commitment to inclusivity and respect.

Book a Free Consultation

We’d love to work together to make your association’s voice heard in the most impactful way possible. Book a free 30-minute consultation to discover how CSG Creative can tailor a social media strategy that aligns with your association’s mission and values.

Let’s Chat