• USA Today, Friday, November 30, 2012 8:05 AM

Retailers may have hit record sales over the shopping weekend from Thanksgiving through Cyber Monday, but the impact of social media campaigns many of them invested in is less certain. Offerpop, which helps retailers including Amazon, Sears and Walmart run social-marketing campaigns, says it saw a 40% increase in social-media campaigns by its clients for the Black Friday shopping weekend compared with last year. But social was less than 1% of online traffic and sales on Black Friday, according to IBM Smarter Commerce, which tracks sales for 500 of the top retail sites. And that's down from last year.

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