The document analyzes major retailers' social media efforts during the 2011 holiday shopping season. It finds that retailers who implemented sustained branded marketing campaigns across traditional, digital, and social media generated the most relevant conversations. Specifically, Best Buy, Target, and Kohl's saw success by tightly linking their branded TV ads and paid social media to specific hashtags and themes. However, Kohl's momentum declined once its initial activities ended. The document recommends retailers take a more integrated and sustained approach to branded campaigns around major events like holidays to drive conversation within their consumer networks.
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