Retailers may have hit record sales over the shopping weekend from Thanksgiving through Cyber Monday, but the impact of social media campaigns many of them invested in is less certain.
Offerpop, which helps retailers including Amazon, Sears and Walmart run social-marketing campaigns, says it saw a 40percent increase in social-media campaigns by its clients for the Black Friday shopping weekend compared with last year.
Yet social media made up less than 1percent of online traffic and sales on Black Friday, according to IBM Smarter Commerce, which tracks sales for 500 of the top retail sites. And that's down from last year. That's based on customers who were referred to a retailer's site through social media and made a purchase right then.
It may not be a bad thing though, given that retailers were using social media more to raise brand awareness than to push sales this year, says Jay Henderson, strategy director for IBM Smarter Commerce.
Target rewarded a number of customers who were tweeting about the company with electronic gift cards over the weekend, spokesman Joe Curry says. It also used an interactive Facebook app to reveal its Black Friday deals by pitting a series of items against each other and asking users to pick which product they thought would go on sale for Black Friday. The game had almost 1 million users in a four-day span, Curry says.
Twitter mentions for retailers also jumped. Mentions of the (AT)DisneyStore handle increased 42percent , the company reports. And tweets with the hashtag (POUND)FairyGodmother, which customers included when they had a question or needed help with a product, were up 40percent from last year.
Source: Business Insider | Hadley Malcolm, USA Today