If you have a large network of social media friends and colleagues, chances are you can narrow it down to a smaller group of “closer” friends. Perhaps, you’ve communicated with them offline or by e-mail. Maybe, you’ve met in person at conferences or meetings. Either way, the holidays provide us with an opportunity to reinforce these relationships in a meaningful way.

Every year, I review my entire list of connections through LinkedIn, where I can find more information about members than any other social network. These are the people I generally target for business and collegial purposes.

I can easily send a LinkedIn holiday greeting and it would probably be well received. But… when I send a holiday card in the mail, it carries more punch. It sends a message that I took the time to find their addresses, write a personal note, and mail cards to them individually.

Now, it may not sound like much, but based on anecdotal feedback in past years, recipients are touched and appreciative. It falls within the marketing psychology of reciprocity. When people receive something from you, there’s a psychological need to reciprocate.

Now, I don’t expect or need a return holiday card. But, my friendly gesture can solidify these relationships and perhaps endear me to them. And, after all, isn’t that we all want in life? To be liked and respected?

How do YOU steward your social media relationships at the holidays?

P.S. The image displays some of the pre-designed holiday cards we customize for clients.