I’m going to keep this post short because it’s Saturday and I’ve been out decompressing in nature. Strolling along shooting pictures of the ravens and crows feasting on the compost heap at the Ravens restaurant at Stanford Inn By The Sea in Mendocino, I wondered where these corvids had been all winter knowing they don’t hibernate in the traditional sense of that word.
Both people and companies hibernate from social media. Companies looking to redefine their social media strategy from broadcasting to engaging may find hibernation can be a useful strategy. Brands which hibernate may do so because of seasonality or lost market share. A great example of this comes from Cadbury and Cadbury Creme Egg campaign.
Faced with flagging sales figures—a 35% drop in sales over a two-year period—Cadbury relaunched its product with an alluring new campaign featuring the eggs unwrapping themselves and seeking partners on dating sites or flirting with commuters at a local train station. After the end of Easter, the brand hibernates on social media until the next year. The impact of these ad campaigns is to create a sense of mystery while improving engagement for the brand.
For people looking to take a break from social media, sites such as http://www.hibernate.cc offer short term hibernation challenges as a way to help users redefine their use of social media to create better balance in their lives. For other thoughts on how and why hibernation can increase life satisfaction, here’s a handy guide.
Should you choose to take a break from social media for longer than 24 hours, it’s a good idea to let people know you will be gone from social media and when you expect to return.