Monday, December 7, 2009

Retailers Go Nuts for Social Media in Holiday Marketing

NEW YORK (AdAge.com) -- Retailers are embracing social media like never before this holiday season. More than half are including it in their marketing strategies, up drastically from only 4% in 2007, according to a new survey out from BDO Seidman. Of those who reported plans to use social media, 76% are focusing on Facebook, 50% on Twitter, 14% on MySpace and 14% on YouTube. Ten percent said they expected to utilize each of those outlets.

As holiday efforts peaked on Black Friday, 4.3% of Facebook users and 2.3% of Twitter users visited the website of a top 500 retailer immediately after perusing the social-networking sites, according to data from Experian Hitwise. (For perspective, Facebook was the second-most-visited site in the U.S. on Black Friday, behind Google.)

Clearly, retailers are throwing money behind social media, but are their strategies paying off? We look at five social-media strategies that are getting it right and five that could use a little -- or a lot -- of improvement.

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