By Melony Roy

PHILADELPHIA (CBS) – There’s a new twist on Black Friday this year. Businesses are using much more social media to promote their sales.

How big of a role does social media play in the Black Friday hype?

“Kohl’s in 2009 didn’t post a tweet throughout the entirety of Black Friday weekend,” says Advertising Age reporter Cotton Delo. “You know, three years later you definitely wouldn’t see that. Retailers are getting savvier. It’s not just an in-store event they need to focus on.”

Users can expect to see ads in their timelines and newsfeeds, but this year there is a new social network in the mix.

“Retailers are really kind of mobilizing on Pinterest. I just looked at CNN.com and JCPenny has bought some ads there that you can actually click through to pin Black Friday goods. Pinterest was not really a very big deal for brands or retailers a year ago.”

Stores want to make holiday shopping easy for consumers this year by offering interactive social media programs and promotions.