Black Friday Facebook Analysis

Black Friday is an incredibly busy time for most retailers. We decided to monitor 10 traditional retailers who were some of the more successful stores from Black Friday in 2011. Using PostAcumen, we monitored a variety of different metrics across the companies’ Facebook Pages. If you’d like to monitor some of the most successful Cyber Monday Pages, check out this Monocle demo.

We built a Black Friday Pod with the following pages:

  • Best Buy
  • Costco
  • Kohl’s
  • Macy’s
  • Meijer
  • Office Depot
  • Sears
  • Target
  • Toys R Us
  • Walmart

The Pod’s fan base consisted of 77 million fans total. Walmart and Target together accounted for nearly 46 million of those fans. Both of those fan bases are enormous, but with clever marketing and strong engagement, smaller brands can compete against mega audiences.

Only looking at Black Friday, the Pod was able to generate 317k Likes, 20k Comments, and 8k Shares with a total of 61 Posts.

Who Won Black Friday on Facebook?

We’d like to congratulate Toys “R” Us for “Best Black Friday Facebook Campaign 2012″! The 3 Most engaging posts were all from Toys “R” Us. Toys “R” Us drove (on average) 3k more engagement than Walmart, even though Walmart’s Fans out numbered Toys “R” Us fans 8:1!

How Did Toys “R” Us Do It?

Toys “R” Us did a few key things right. They utilized their creative department to have custom made graphics for their Black Friday material—time was clearly spent developing unique and engaging content. They published content their fans were looking for, such as the hard to find Wii U, and they even pushed the envelope in terms of posting frequency, by posting 8 times throughout the day. Interestingly, their posting strategy began at the reasonable hour of 6am CT, even though many Toys “R” Us stores opened the night before at 8pm.

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