What’s the Holiday Cause Marketing Chatter on Social? Which Campaigns Broke Through and Why

Our 2012 Cone Communications Holiday Trend Tracker reveals that one out of every three Americans turns to social media to learn about holiday cause programs. Which campaigns are making a splash on social? We took a quick pulse* of the online chatter through tweets that were related to three of this year’s most well-known holiday cause efforts to find out which campaigns are "naughty" and which are "nice."

American Express "Small Business Saturday": Created in 2010 by American Express, Small Business Saturday aims to encourage support of local businesses on the heels of big-box Black Friday. American Express cardholders who spend $25 at a registered small business receive a $25 credit on their next statement – a win for the consumer, the small business and American Express.

Based on our quick Twitter search, nearly 12,000 tweets reaching more than 16 million users were found related to this topic. Looking at the conversation, major themes involved supporting small businesses, registering to receive a $25 credit and spreading thanks for participation, with words like "thanks," "shopping," and "join" cropping up in the discussion.

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