Guest

Boxing Day: No Rest for the Social

By: Guest | December 26, 2011 | 
30

Today’s guest post is written by Martin Waxman

Well, it’s December 26 and I’ve finished my holiday shopping – finally! By that I mean, the shopping I needed to get done before Christmas.   That’s what the 24th is for, right?

And now it’s Boxing Day in Canada and the UK.  What?  Don’t worry, I haven’t become a pugilist or joined Fight Club.

Boxing Day is our equivalent to Black Friday – a day of bargains and mayhem, crowds and greed, pushing and shoving… Maybe the Fight Club analogy isn’t so bad after all.

For those who haven’t heard of it, Boxing Day started out as a Commonwealth bank holiday, though some believe it began in the 1600s as a time for tradesmen to collect boxed gifts from their clients.

It used to be another stay-at-home day after Christmas to relax, recuperate, and generally finish digesting your meal. As a kid, I thought it was major clean-up time – i.e. put away the boxes and integrate your new stuff with your old.

Back then it was illegal for retailers to open on Boxing Day unless they were considered an essential service (convenience stores, gas stations, coffee shops) and businesses were fined if they broke the law. Now, it’s shopping supreme.

So what does Boxing Day have to do with social media?  I guess we can tweet our purchases, add a photo to Facebook, pin the deal on the donkey (er, Pinterest).

On the other hand, I find much of what we do in social media has its equivalent life lesson.

Here are three from the traditional Boxing Day experience that I hope you can put to use in 2012:

  1. Rummage. How do you make your way through the crowds and sort through the mounds of stuff to find something you like?  It’s all about discovery, filtering, and selecting the most appropriate ‘content.’ Call it retail curation. And like social curation, it takes time and energy to become a trusted and credible source. The payoff? Your friends don’t drown under a pile of shiny but useless junk.
  2. Regift. I’m not talking about the things you hate but can’t return.  I’m talking about those things you love. So next time you receive a wonderful social object, regift it, that is share it with people and explain its value.
  3. Returns. We always get some things we never use.  Now, while returns are generally not allowed on the real Boxing Day, it’s probably a good idea to get rid of items that are just going to pile up. And while you’re at it, check your email and start unsubscribing from the many newsletters you thought were important, but which you now delete before opening.

And once that’s done, you can even do some shopping.  So many bargains, so little time…

Martin Waxman, APR, is principal of Martin Waxman Communications, a social media  consultancy. He als is a senior counselor with Thornley Fallis Communications in Toronto.  He’s a member of PRSA Counselors Academy’s executive committee and is the chair of the organization’s 2012 conference.  He blogs at myPalette, and co-hosts Inside PR  with Gini Dietrich and Joe Thornley

 

  • martinwaxman

    @EdenSpodek Thx for the RT… That’s what I’m doing too… I always enjoy a couple of days of respite after the holidays. @ginidietrich

    • EdenSpodek

      @martinwaxman You’re welcome. Me too! Have you seen any new movies? @ginidietrich

      • martinwaxman

        @EdenSpodek I saw Carnage, which was great. One room… four talented actors and a director with a vision… How about you? (@ginidietrich)

        • EdenSpodek

          @martinwaxman Glad you liked Carnage b/c reviews have been meh and I’m seeing it @TIFF Friday. Enjoyed Dragon Tattoo and MI. @ginidietrich

        • martinwaxman

          @EdenSpodek I caught MI too & liked it. I have a big list incl: Hugo, The Artist, The Descendants & Young Adult…all playing at #Varsity

        • EdenSpodek

          @martinwaxman Hugo and The Descendants are both wonderful in different ways. Hoping to catch The Artist too. Undecided about Young Adult…

        • EdenSpodek

          @martinwaxman DS13 wants to see We Bought a Zoo today. Hoping it’s okay. The critics haven’t been kind. How can a Cameron Crowe film be bad?

        • martinwaxman

          @EdenSpodek I’ve found I’ve been disagreeing with the critics recently… Or maybe my critical facilities have gone on holiday 🙂

        • EdenSpodek

          @martinwaxman I take the critics with grain of salt if there’s a movie I really want to see. If it has < 50 on Rotten Tomatoes, I hold off.

        • alyssaschwartz

          @EdenSpodek @martinwaxman three words: Vanilla Sky Elizabethtown

        • EdenSpodek

          @alyssaschwartz @martinwaxman Good point!

  • ericschwartzman

    @ginidietrich Happy Holidays!

    • ginidietrich

      @ericschwartzman Happy Holidays to you! Your ears must have been burning. I was just telling my mom about you.

      • ericschwartzman

        @ginidietrich seriously? I’m honored. Abt what?

        • ginidietrich

          @ericschwartzman She was asking me about podcasting and I was telling her you’re one of the best

        • ericschwartzman

          @ginidietrich That’s very nice of you. Thank you.

  • martinwaxman

    @debhammacher @ginidietrich @RickWeiss @tylerorchard @legaltypist @drbenlo – Thanks for the RTs…

  • martinwaxman

    @lisagerber @spinsucks Thanks! Now… if I only had an extra box 🙂

  • ginidietrich

    I’m so glad I’m meeting you here instead of at the mall. Thanks for the guest post…and for giving me the meaning of Boxing Day. I learn so much from you weekly!

    • martinwaxman

      @ginidietrich Thanks Gini! I feel the same! However, there’s something to be said for malls!

  • martinwaxman

    @Steveology Thanks for the RT, Steve! Hope you had a great holiday (@ginidietrich)

  • ginidietrich

    @Steveology Uh oh

    • Steveology

      @ginidietrich What does that even mean?

      • ginidietrich

        @Steveology Do I know you?

  • pocojuan

    @ginidietrich @martinwaxman Think Potlatch – think SM give before you get -think customer centric – think gratitude & care

  • kmueller62

    @TellJuicy very cool!

  • Elaine_Fogel

    One thing I don’t miss about living in Toronto, Martin, is Boxing Day traffic. Come to think of it, I don’t miss Toronto traffic on any day! 🙂 Happy New Year, eh?

    • martinwaxman

      @Elaine_Fogel Happy New Year, eh to you too! The traffic is pretty bad, but it makes me feel Toronto’s grown up…

  • ChristineDurst

    Pugilist – one of my favorite words. No Boxing Day here in the States although I am all for the stay at home after Christmas and rest day. Love the shopping:social media analogy. Two subject near and dear.

    • martinwaxman

      @ChristineDurst Thanks very much …I like it too… along with prestidigitator (though that one’s hard to spell 🙂 ). I like the idea of a few days of recuperation after Christmas… something you don’t get if you’re in retail.

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