Among Facebook wall posts related to Black Friday (Nov 25) and Cyber Monday (Nov 28) in 2011, those containing the word "coupon" were far more engaging than other posts about the year's most celebrated shopping days, according to a report by Buddy Media, which explores how brands used Facebook during the month of November to spread the word about holiday shopping.

For the study, Buddy Media analyzed user engagement of Facebook wall posts on the branded pages of more than 400 of the world's largest retailers. Three primary success metrics were reviewed: 1) Like Rate (the number of likes as a percentage of fan base); 2) Comment Rate (the number of comments as a percentage of fan base); and 3) Engagement Rate (a combination of the previous two metrics, factoring in fan-base size).

Among posts related to Black Friday and Cyber Monday, those containing the word "coupon" generated a lift of 109% over the average; the word "deal" also was relatively engaging, generating a 4% lift over the average level of engagement.

Below, other findings from Buddy Media's report.

Black Friday Posts More Engaging

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