Smart Digital Marketing During the Holidays Can Lead to Year-Round Consumer Engagement

4. Listen to your social followers. If you've invested in building a robust social media presence, it's important to listen to your fans as much as you speak to them. There are many social tools available that can help you listen and learn from the conversations happening across the social ecosystem. It's especially important to use those tools around Black Friday and Cyber Monday, when authentic social conversations can uncover trending themes that can have a big impact on business decisions.