This past holiday shopping season, Amazon dominated sales and social media conversation as some brick-and-mortar retailers, such as Best Buy, took a hit. In this webinar, we will use social data from the past two years to take a look at the 2013 holiday shopping season to see what consumers had to say about shopping during November and December across social media platforms —what were their likes and what were their pain points? We will show how consumers were talking about key retailers and how they felt about shopping on Thanksgiving, Black Friday, and Cyber Monday.
By using social data, companies can understand what’s driving purchasing behavior throughout the customer lifecycle and how they can improve what they are doing to create a superior experience. Companies can also tweak their strategy based on conversations taking place in social media. At the end of the webinar, we will discuss how holiday shopping behaviors are evolving, make predictions for the 2014 shopping season, and give recommendations as to what companies can do.
Tina McCorkindale:
Associate Professor of PR, Appalachian State University
Tina’s research has been widely published in journals and books such as The Public Relations Journal and the Global Media Journal. She serves on many boards such as the chair for PR Society of America’s (PRSA) Educators Academy and as a co-chair of the PRSA’s Research Committee.
