Hmmm, normally, one would take to social media to spread the word on a particular event or happening at the lowest cost possible, but it seems as though this Black Friday, social media proved to be far from effective. In an IBM study, it discovered that shoppers referred from social networks such as Facebook, LinkedIn and YouTube generated a mere 0.34% of online sales on Black Friday itself, which is a huge drop from the minimum of 35% in the year 2011. You might be wonder, just what role did Twitter play throughout Black Friday? Fans of the little blue bird will be upset to hear that Twitter did not contribute anything at all to the bottomline.
Of course, there is no point in reading too much into a survey or study, as there are many othe parameters that one needs to be aware of when conducting such a study. Perhaps shoppers already did their homework beforehand this year, and did not need to ask around on which shop or what item to pick up. However, shoppers relied on social media to express satisfaction (or dissatisfaction) with their purchases.