Social media, we are told, is 24/7, and surely that extends to 365 days of the year, including Christmas.

After all, it’s not Christmas for everyone, and in a global setting Christmas (for those who celebrate it) comes at different hours.

There are two main reasons why any consumer label or brand worth its salt will have people monitoring social media channels on this holiday: happy customers and new customers.

People of all ages are online now, and at Christmas you can bet they’ll be sharing details of what they’ve received as gifts. What a great opportunity to start building a customer relationship on a happy and positive note.

If someone tweets that they received one of your products, tweet back saying “hope you enjoy it” or add some extra value to the message you send them.

One of my clients, Whyte & Mackay, will be sending links to videos to people who receive a bottle of their whisky. If someone mentions the Whyte & Mackay Special, he or she will receive a greeting and a link to a whisky-tasting notes video, which will let the person with the bottle compare their thoughts with that of whisky Master Blender Richard Paterson:

Moreover, if someone asks what makes a good whisky at Christmas, this whisky video will be shared.

But it’s not just about building a positive relationship. Having your brand online on Christmas Day can help make things go smoother. Everyone has a toy or present that they can’t get to work or build properly, which can lead to frayed tempers.

If you’re online and see someone having a problem, perhaps you can jump in and help. Maybe you’ve even been proactive and updated your website FAQ to head off potential Christmas problems. If you’ve really wanted to be on Santa’s nice list, you may even have included helpful videos.

Christmas Day is stressful enough for people; if you can to do something to ease people’s anxiety, they will remember your brand fondly.

It might not even be about a problematic toy. People might just be wondering where to spend gift vouchers—they might want to spend them immediately online—what hours your shops are open, or what your exchange policy is. All these questions and many more will be asked on Christmas Day.

Of course, you’re probably saying, “I don’t want to work on Christmas.”

That’s understandable, but millions of people work that day: police, nurses, doctors, firemen, coastguards, journalists, PR pros, soldiers, pilots, air traffic controllers, parents, bar staff, singers, chefs, waiters, and more. And that’s before we mention the big guy with the beard and the red outfit. If they can all do it, so can you.

Besides, if you’re doing it right—either just responding to people or helping fixing people’s problems—you’re bringing a bit of joy to someone on Christmas Day.

Who wouldn’t want to do that?

Craig McGill is a writer, dad blogger, and digital creative consultant. A version of this story appeared on the website Contently Managed.