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Executive Summary
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For retailers, e-commerce and brick-and-mortar alike, the holiday shopping season represents the busiest season of the year. While the year-end is when people are most in the mood for shopping, there is also fierce competition among retailers trying to grab as large a slice of the holiday shopping pie as possible.
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Social media advertising is the go-to channel during the busy holiday season, since it allows brands to reach consumers with targeted, relevant, engaging, and timely ads
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Comments can be utilized to identify new sales opportunities, provide better customer service, assess the impact of campaigns, prevent public relations incidents, and understand perception of products or a brand. Effective comment management can ultimately drive higher positive sentiment and conversion rates this holiday season.




CHAPTER 1
Shopping Peak & Engagement Stats
- Which types of comments brands receive during the Holiday Season
- Engagement threats: from brand attacks to spam and other harmful comments
- Conversion Opportunities: enhanced purchase intent during the holiday rush
- Community Building
- Customer Service needs on social




CHAPTER 2
Comment Management Tips During the Busy Holiday Season
- Top Challenges When Advertising at Scale
- Tip #1: Remove Harmful Comments
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Tip #2: How to respond to tap into every sales opportunity
- Tip #3: Monitor and Measure Comments 24/7




CHAPTER 3
Holiday Calendar
October, November and December detailed calendar:
- Observance and Holiday Days
- Key dates to start your ads
- When to ramp up ad spend
- Tips and alerts
- When to start planning campaigns




CHAPTER 4
Holiday Checklist
Everything you need to do before and during the Holiday Season to ensure smooth and successful community management.
The do's and dont's of Comment Management.

