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Social Sensitivity
Scale: St. Patrick’s Day

Written by Scott Covelli, 5 years ago, 0 Comments

The Social Sensitivity Scale series continues at EPIC Creative®, this time with an iffy holiday when it comes to social media: St. Patrick’s Day.

If you’re not familiar with what this series is all about, check out the introduction blog post and use this scale for reference.

St. Patrick’s Day earns a “3” on our scale. Though it has become a fun, casual holiday in the United States, brands should use caution when posting about it. There are both cerebral and practical reasons why we’re throwing up the yield sign. Let’s start with a bit of a history lesson.

Social Sensitivity

St. Patrick’s Day is observed on March 17 to honor the death of St. Patrick, who is the patron saint of Ireland. It has a religious foundation, which should trigger a red flag in the mind of a social media manager, but that not the whole story. It’s not just a religious holiday (or it was), but it’s more so a heritage holiday. People with Irish heritage are proud of the holiday, and many of them don’t particularly like it when their holiday gets hijacked by bar crawls and advertisers.

Speaking of bar crawls, that’s the second reason this is a touchy holiday. If your brand isn’t explicitly related to alcohol, it’s tough to work drinking into your brand message. At best it can be tacky, and at worst it can derail your brand. And if your brand has anything to do with kids, driving, or machinery, you want to stay far, far away from drinking-related content.

If you insist on posting about St. Patrick’s Day, we recommend keeping it simple and focus on the idea of luck or the color green. That type of simple stuff is fair game, but stay away from drinking or being too “fake Irish” to promote your brand.

Best of “luck” to you, and we hope you don’t run into too much “blarney”.

Sorry, I had to.


Scott Covelli

About Scott Covelli

PR Supervisor and Chicago sports fan who loves a long run, a clever pun, and having a lot of fun.