Did Black Friday social media campaigns pay off for retailers?

11/29/2012 | USA Today

Major retailers including Amazon, Sears and Wal-Mart ratcheted up their Black Friday social media marketing by 40% compared with last year's efforts, according to data from Offerpop. The effect of the increase is unclear, with social media accounting for less than 1% of Black Friday Web traffic and sales, according to an IBM study of major retailers.

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