How to Build Your Brand Online and Survive the Holidays

*This post originally appeared on Talent Zoo’s Beneah The Brand blog.


With the passing of Thanksgiving, the holiday season is fully upon us. With nagging in-laws and diet-breaking temptations everywhere you turn, surviving the season can be tricky. Building a strong brand presence through social media is no different. How much is too much? When is the best time to share that big news?

Luckily, the same rules for making it through this season can be applied to increasing your brand’s recognition on social networks. Here’s five things to remember to ensure your brand survives online.

1. Not every comment is a nice one.
Every family has a zinger — that one member that somehow manages to pay you a backhanded compliment that gets your blood boiling. Negative comments on your brand’s Facebook page are no different. If you have an engaged social media community, from time to time you’re going to get some not-so-lovely kickback. Instead of seeing it as negative attention, smart brands see this as an opportunity. By addressing negativity in an open, humble, and honest manner you increase your chances of endearing an upset customer to your brand.

2. Pace yourself.
Just like getting through that enormous holiday, meal social media is a marathon, not a sprint.  Blasting your social networks with incessant posts about your current promotion can end up upsetting your community. Social media success and growth doesn’t happen overnight. Keeping your pace slow and steady is a surefire way to reach your ultimate goal, whether that goal is increasing your online social media community or your Gran’s apple pie.

3. Timing is everything.
We’ve all been there. You’re sitting around the dinner table telling the epic story of how you scored that big promotion this year. Just as you reach the punch line, your cousin bursts in, announces she’s engaged, and steals your thunder. Moment over. Steam gone. Story ruined. If you’ve got a special message that you want to get great exposure for on your social networks, do your homework first. Posting at the right time is essential for maximum exposure on social media. Check out the research on the best times to post on Facebook, Twitter, and other networks and get cracking.

4. First impressions are everything.
So you’ve finally got the special someone you want to bring home for the holidays to meet the family. This nerve-wracking rite of passage is almost entirely based off of first impressions. When building out your brand’s social media presence, the landing page is the image that makes or breaks your brand. Make sure it’s a good one.

5. It’s all about family.
Despite the hassle that comes with it, the holiday rush and stress all seem worth it when you’re finally all gathered under one roof, celebrating and strengthening relationships that will last for years. Taking the time to engage and converse with your followers lays the foundation for a strong brand online. Get personal. Talk it out. The results can only be good.