Should I run Black Friday social media contests?

As an e-commerce business owner, I'm trying to determine whether Black Friday social media contests are worth the effort. I want to understand the potential benefits, how to design an effective contest, and whether the time and resources invested will actually translate into meaningful sales and customer engagement. My primary concerns are creating a contest that drives genuine interest, doesn't just attract freebie seekers, and provides a measurable return on investment during this critical sales period.