Portal Login
The countdown to Black Friday has begun, and social media in Greece is buzzing with posts and comments! Consumers are expressing their expectations, concerns, and… complaints about the big shopping day on November 29. Let’s dive into the insights gathered through Digital Listening to understand the prevailing sentiment leading up to the event!
Περιεχόμενα
Social Media Buzz
From November 1 to November 17, 2024, a total of 3,373 references about Black Friday were recorded on social media. As the date approaches, interest is steadily increasing. X (Twitter) leads the way with 57% of references, followed by Facebook at 25%. Forums and Reddit also show notable activity (6%), often hosting in-depth discussions about deals and product features.
Black Friday Trending Topics
The level of engagement is high, as evidenced by the diversity of topics and keywords driving conversations. The hashtag #blackfriday dominates, serving as the primary means of participation. Other related hashtags, such as #sales and #black_friday, support the general discussion. Brand-specific hashtags like #kotsovolos, #adidas, and #plaisio reveal users’ focus on particular retailers and products.
Humorous phrases like “μπλακ φραιντεϊ” and “Black Friday λες” bring a more personal and often comedic tone to the discourse. Terms like “μετρο_θεσσαλονικης” and “λευκή νύχτα” highlight local events and trends influencing the conversation. Cyber Monday also makes an appearance, illustrating the connection between these two commercial events. Irony is not absent, with emojis such as 🤡 🤣 😂 often accompanying critiques of discounts.
Dominant Sentiment
The sentiment analysis reveals that only 1% of references expresses positivity, while a concerning 17% is negative. Common complaints include low or misleading discounts and technical issues with online orders during Black Friday. The overwhelmingly neutral tone suggests room for improvement in businesses’ communication strategies.
Influential Voices on Social Media
Prominent news accounts actively shape the discourse on X (Twitter), significantly influencing public opinion. Accounts like SKAI (705,547 followers) lead the discussion, followed by personalities like journalist Nikos Chatzinikolaou and other news accounts like Protothema and Enikos. Apart from X, Digital Listening tools provide comprehensive lists of top authors across different platforms, including forums and Reddit.
Leveraging the Buzz
Black Friday presents a golden opportunity for businesses, but success requires strategic execution. Here are some actionable ideas based on insights from Digital Listening:
- Address Concerns: Prioritize transparency and mitigate misunderstandings about discounts.
- Discover Trends: Leverage hashtags and viral phrases already in use for maximum visibility.
- Invest in Strategic Partnerships: Identify and collaborate with influential voices across platforms.
- Engage the Right Time: Analyze peak posting times for each platform to optimize engagement.
Conclusion
The conversation surrounding Black Friday 2024 has already gained momentum and will undoubtedly remain one of the year’s most talked-about commercial events. This analysis demonstrates the power of Digital Listening as a tool for brands to gain real-time market insights. By monitoring social media, businesses can identify consumer trends, understand public concerns and sentiment, and recognize key influencers shaping the narrative. These insights are invaluable for optimizing marketing strategies and refining communication efforts.
Analysis Details
- Digital Listening Tool: Brandwatch
- Timeframe: November 1–17, 2024
- Sources: Social media (with each platform’s limitations)
- Keywording/Analysis: Clip News
This analysis provides an indicative approach, noting that variations in social media data sample and timeframe could produce different insights.