The Social Media Marketer’s Holiday Strategy Toolbox

As we approach the middle of November, peak season is in full swing for most brands. If you’re a social marketer working with a company that stands to benefit from the holiday craziness, chances are you’ve been working hard since July to produce evergreen content and solidify seasonal promos for your brand’s holiday strategy. However, as a pro in the social sphere, you also understand that timely content will be key to competing for target consumers within your industry. This is where tools can help you identify and produce the awesome, in-the-moment content your audience will relate and engage with this holiday season.

Check out my list of the top 5 tools social media marketers can use to keep their timely content fresh and relevant to their consumer targets for the holiday season.

  1. Google News and Alerts

You’re probably already using these tools to keep up on brand mentions for digital PR purposes. A fantastic tip I picked up from a former coworker of mine is to use these tools to keep up on trending content within your industry.

You can use Google Alerts to receive updates each time a buzzword from your industry is mentioned in a trending online story. This will help you stay on top of what’s going on in your industry, and push out content while the topic is still hot.

Google News will help you pick up the rest of the news that you might have missed for your industry. When you’re looking for a content idea, search an industry term not yet mentioned in your alerts to see if you can find additional trending stories that you could or should be reporting to reach your audience.

  1. Canva

Some social teams have access to designers and that’s awesome. For those of us who don’t have a design team ready to create awesome graphics on the fly, there’s Canva.

Canva is the Photoshop-phobic’s answer to creating solid visuals for social. It walks you through a step-by-step process as you quickly create graphics that illustrate a current event without delay and put your best foot forward with professional images.

An article by Chuck Frey on the Content Marketing Institute blog offers up some great tips for using the tool to create custom images.

  1. Buzzumo Facebook Analyzer

This Buzzsumo feature is so new, it’s actually still in beta. Fortunately, my friend and fellow social media marketer, Paige Sjoblom, Director of Social Media at, uses the tool religiously and tipped me off to the feature’s release. She introduced me to the new feature this past week with tips on how I could use it to keep my content on trend.

One of the most interesting things this feature can do is analyze your current Facebook page to help you identify top performing content. You can also view content from influencers within your industry to track the content that is performing well for them. Using this feature for both of these purposes will help you round out your holiday strategy with the best content for your target.

  1. Piktochart

Piktochart is similar to Canva; however, it’s specific to infographics. Although the efficacy of infographics is questioned by some marketers, it’s hard to deny their ability to lay out important processes and info in an entertaining way.

Like Canva, you can use Piktochart to illustrate current events on the fly.  The difference with Piktochart is that you can present complex news and info in a way that stands out from the standard blog post updates your competitors will be posting.

  1. Trending Hashtag Tools

Hashtags can be a dirty word in the social sphere, however, they’re still a necessary tool on Twitter and Instagram. Rather than post a full paragraph of hashtags (the tactic giving hashtags a bad rap!) get the most bang for your buck with them by using those that are the most relevant and popular within your industry.

You can use trending hashtag tools to search the top hashtags on a given day. This is especially helpful if you’re looking for the best hashtag to accompany a trending news update. Just be sure to keep each hashtag you use on topic with what you’re posting. Don’t just use a hashtag because it’s popular. Also try to limit your hashtags to 4-6 of the best hashtags and avoid quirky hashtags that don’t actually have any search traffic to back them.

So there you have it, the top five tools in my tool kit for keeping my social content fresh and on trend this holiday season. Hopefully these will help you as you attempt to attract and engage members of your target audience to augment seasonal sales!

If you have a tool or tip you swear by in your strategy, I’d love to hear about it. Let me know in the comments below!

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