According to reports, social media wasn’t as active as forecasted during Thanksgiving weekend.
Given brand efforts to promote themselves on social media, most experts would think that payoffs would easily occur during big holidays—like Thanksgiving. However, online consumers were simply not clicking on Black Friday as social media platforms only accounted for 0.34% of all online sales during the day. Sales referrals were traced from popular sites, like Facebook, Twitter, and YouTube.
This year’s sales referrals took an incredible plunge compared to last year’s Thanksgiving, when the platform accounted for more than 30% of all online sales.
Source: Wall Street Journal Blog