Retailers have invested heavily in social media leading up to the holidays and it's paying off, at least for Kohl's.
Kohl's is now the most talked about company on social media with over 114,000 social mentions, according to Salesforce Social Studio. Kohl's dominated social channels in conversations about Black Friday with its #KohlsSweepstakes, which garnered 14,000 mentions.
Shoppers may be eschewing retailers that mention Black Friday, according to Shareablee's Social Scorecard. But Salesforce's data found that conversations regarding Black Friday and Cyber Monday are up 21 percent compared to the same time period last year.
Kohl's has been promoting omnichannel initiatives for the holidays, including buy online and pick up in-store and mobile features such as the ability to pay with a mobile wallet.
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