Dive Brief:
- Cyber Monday social media mentions and general shopping conversations, though strong early in the weekend, dropped to 335,125 on Sunday, or by about half from Saturday, according to Salesforce Marketing Cloud.
- Retailers appeared to be applying some pressure to their conversations, advertising “last chance” deals and sales. Brands offered tips for shoppers and marketers in their posts, advising them to research online ahead of shopping and to not use multiple credit cards
- For marketers, conversations focused on the Black Friday sales drop and what it means for strategies looking ahead.
Dive Insight:
This snippet of information about Monday’s social media conversations shows that while retailers hold an arsenal of analytics, consumers can be unpredictable. Even with the word “cyber” in its name, Cyber Monday failed to attract the same amount of mentions as Black Friday.
Retailers should “look at what’s happening in real time and adjust content to meet customers on their journey,” said Kyle Lacy, director of global content marketing at Salesforce Marketing Cloud. “So, while many marketers may have planned to push the keyword ‘CyberMonday’ on Sunday, it actually didn’t resonate as strongly as ‘Black Friday,’ or even just ‘sale’ or ‘deal.’”
