Seasonal and cultural events are circled on the calendars of brand marketers the world over. These events are magnets for consumer attention and ripe for appropriation by big brands. Television, out of home, radio and newspapers have always had a role in the marketing mix, but social media has only been recently integrated into the typical marketer’s campaign planning routine.

As part of this integration, there are always questions as to whether brands can effectively direct the conversation in their social media communities and further their goals. Using our Social Business Intelligence tools, Dachis Group recently extracted data on ecosystem activity for major retail brands around the Black Friday 2011 holiday period. We worked to correlate that data with marketing tactics from these brands to understand how various tactics impacted the specific activity within respective brand ecosystems.

A summary of our findings is shared below. We believe this data is relevant to marketers trying to build valuable conversations around their brands during not only the holiday season, but for future events as well.

A special thanks to the Social Business Intelligence team overall and particularly Ray Renteria and Bill Keaggy for their efforts on this document.

Click here to access the full report.