The twin holidays of shopping, Black Friday and Cyber Monday are celebrations of FOMO by their very nature. Every company (well, nearly every company) is trying to make fast sales by creating a sense of urgency and bombarding customers with limited offers. Social media, however, is about the long game. We build engagement with our followers over time, and we reap the rewards later, not only in terms of sales but also in customer loyalty and referrals. This is quite contradict