Executive Summary

• For retailers, e-commerce and brick-and-mortar alike, the holiday shopping season represents the busiest season of the year. While the year-end is when people are most in the mood for shopping, there is also fierce competition among retailers trying to grab as large a slice of the holiday shopping pie as possible.

• Social media advertising is the go-to channel during the busy holiday season, since it allows brands to reach consumers with targeted, relevant, engaging, and timely ads

• Comments can be utilized to identify new sales opportunities, provide better customer service, assess the impact of campaigns, prevent public relations incidents, and understand perception of products or a brand. Effective comment management can ultimately drive higher positive sentiment and conversion rates this holiday season.