Bientôt l’été, les vacances, la plage. Prendre le temps, ralentir le rythme.
Oui, mais les algorithmes ne sont pas en vacances, eux. Vous avez travaillé toute l’année pour développer votre communauté, accroître votre notoriété, fidéliser votre audience. Il serait dommage de perdre tous vos efforts de communication pendant la période estivale, surtout que votre audience reste présente sur les réseaux.
Nous allons voir dans cet article comment bien anticiper ses publications sur les réseaux sociaux pendant les vacances pour partir sereinement.
Pourquoi publier pendant les vacances ?
- Parce que les algorithmes aiment la régularité et que si vous ne publiez plus, vous prenez le risque d’être pénalisé.
Donc il est primordial de conserver une fréquence régulière. - Le public reste accro à internet et aux réseaux sociaux. Donc même s’il souhaite déconnecter pendant ses vacances d’été, il va continuer à se divertir en suivant ses comptes préférés et sera même plus attentif car il aura plus de temps à allouer à ses loisirs. Attention toutefois à ne pas être tenté de publier davantage, au risque de l’envahir.
- L’été est l’occasion d’aborder des sujets plus légers, varier les plaisirs et offrir un contenu différent. Surtout que la saison touristique peut être une réelle opportunité en fonction de votre secteur d’activité.
- L’audience qui prendra le temps de vous lire entre deux activités estivales est celle qui est la plus intéressée par votre offre. Alors donnez-lui du contenu pour renforcer leur adhésion à votre entreprise. Exit la communication orientée business.
Nos recommandations :
- Adapter les horaires de publication au rythme de vie de cette période. En effet, qui dit vacances dit activités quotidiennes, sorties le soir, après-midi à la plage (chaleur, eau, sable, un combo que les smartphones adorent !). Il faut donc accommoder les horaires de publication à la période et là encore, pas de solution miracle. Il faut tester et connaître son audience.
- Profiter de l’été pour interagir avec votre audience et l’interroger sur ses goûts, ses envies, son mode de consommation en lien avec les produits ou services que vous proposez.
- Non seulement vous lui témoignez de l’intérêt, mais vous pouvez ainsi recueillir de nombreuses informations très utiles pour améliorer vos produits ou proposer des offres complémentaires.
- Le ton et le discours doivent s’adapter à la période estivale. Vos abonnés sont en mode détente, les publications doivent donc être dans un esprit “vacances”. Les sujets doivent être plus légers, avoir une touche de fraîcheur et donner le sourire.
Nos 10 idées de post pour l’été
Profitez de cette période de détente pour générer de l’interaction avec votre audience.
Comment ?
En vous rappelant pourquoi les personnes vont sur les réseaux sociaux :
- Se divertir
- Apprendre
- S’inspirer
- Se motiver
Ces thèmes sont à adapter en fonction de votre secteur d’activité et de vos objectifs sur les réseaux sociaux, voici quelques idées :
- Votre playlist pour passer un bon été ou en lien avec votre activité.
- Incitez votre audience à créer du contenu pour vous : si votre service ou votre produit s’y prête, demandez à votre audience de donner ses bonnes pratiques ou ses astuces d’utilisation durant l’été. Il vous suffit ensuite de partager leur publication. C’est le principe du User Content Generated (on vous en parle ici) et c’est un levier très puissant car il est basé sur la recommandation entre utilisateurs.
- À la manière d’une carte postale de vacances, organisez un concours de la meilleure photo de vacances : incitez votre communauté à voyager avec votre produit et à le prendre en photo.
- Posez des questions à votre communauté :
Où part-elle en vacances ?
Comment utilise-t-elle votre produit ou votre service pendant les vacances ?
Plutôt plage ou montagne ?
Team bronzette ou team visites ? - Selon votre activité, partagez des conseils en rapport avec votre produit ou votre service.
- Partagez les événements locaux en lien avec votre activité ou auxquels vous participez.
- Si votre rentrée est synonyme de nouveautés, vous pouvez faire un teasing sur le lancement d’un nouveau produit.
- Faites le lien entre les vacances et votre entreprise : parlez de votre marque employeur et des dispositions mises en place au sein de votre entreprise, rassurez vos clients ou vos partenaires en évoquant les permanences mises en place pendant la réduction des effectifs.
- Fin août : donnez des conseils pour bien préparer la rentrée.
- Sans oublier les nombreux marronniers de l’été.
Comment bien s’organiser pour anticiper les vacances ?
Désormais il faut anticiper et planifier toute la création de contenu.
On ne le répétera jamais assez : une bonne gestion des réseaux sociaux passe par l’anticipation. Encore plus pendant les vacances.
Donc le mot d’ordre est programmation.
- Définissez dès à présent les sujets que vous souhaitez aborder.
- Rédigez toutes vos publications.
- Listez tous vos besoins de contenus vidéos, photos, infographies. Et programmez leur création dès maintenant.
- Si vous manquez d’idées, réutilisez des sujets existants en les proposant sous une autre forme. Un article peut ainsi devenir un carrousel et inversement.
- Et programmez ! Cette fonction est native sur certains réseaux (notamment LinkedIn). Pour les autres plateformes, il existe de nombreux outils de gestion de vos comptes.
- N’oubliez pas de programmer un message de réponse automatique bienveillant et chaleureux expliquant que l’équipe est en vacances. Vous pouvez également les rediriger vers un email de contact en cas de demande importante. Car même si votre audience est en vacances, elle restera attentive à votre réponse à son message. Surtout s’il s’agit d’un client déçu ou d’une personne très intéressée par votre offre.
Si vous souhaitez du contenu neuf, original ou que le temps et les ressources vous manquent, vous pouvez également faire appel à une agence de communication digitale pour vous accompagner durant cette période. Elle pourra définir avec vous un planning éditorial ainsi que prendre en charge la rédaction et l’illustration de vos contenus.
Vous pourrez ainsi partir l’esprit tranquille avec des posts bien préparés, programmés et qui sentent bon l’été.
Seules quelques minutes chaque jour seront consacrées à la gestion de vos réseaux sociaux et au community management. Vérifiez les commentaires, répondez aux messages importants et surveillez l’engagement général. Cela vous permettra de rester impliqué auprès de votre communauté tout en ayant le temps de vous détendre.
Vous l’avez compris, il est important de maintenir une activité régulière sur vos réseaux sociaux. La solution réside dans l’anticipation et la programmation de votre calendrier éditorial.
Besoin de conseils sur la gestion de vos réseaux sociaux ?
Notre équipe social media saura vous conseiller et vous proposer la solution la plus adaptée.
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