For many retailers and direct-to-consumer brands, the holiday season is the most important
time of year. But, the social strategy we’ve invested in – daily posting and customer service
– just doesn’t impact sales during the holidays. Sadly, this isn’t an attribution problem.
Sure, our customers and prospects are discovering and discussing our brands and products
in social. And yes, customers go through a “journey” and not a “funnel” when making
purchase decisions. However, we believe the platforms themselves and the way marketers
have traditionally approached social during the holidays are to blame for disappointing
results. This year will be different.