There has been much talk since we arrived in Sydney about how things slow down in December and January here. The school year ends, the Christmas and New Year holidays kick in and the weather heats up as locals stay cool and enjoy a few weeks off.

I can totally see the point of this in many ways. We all need a battery recharge now and again and family time at this time of year is always important. But I feel very strongly that this is a time like no other when you can make a difference to how your new year starts and steal a march on your competition.

Everyone on their holidays is still going to be attached to their phones. This is the way life is today, even though we all hate to admit it. Keeping up your content and pushing hard to be front of mind through this period of general downtime will give you an advantage when people get back on it towards the end of January.

And if you’ve got a new product to launch or a specific campaign in mind, the opportunity here is even better. Use your favoured social platforms to best effect and make the best start you can to the New Year.