The Monthly Retail Social Spotlight: Michaels Stores, Chico’s, Dick’s Sporting Goods

Chico's, which posts one to three times a day on Facebook, also focused on a promotion about its fans. However, Chico's promotion wasn't about fan interests, it was about actual fans as the brand's base approached and passed the 500K mark.

On April 29, Chico's announced its goal and hinted at an incentive: "Help us reach half a million fans … and there's a special surprise for you when we do! Simply ‘Share’ this message and invite your Facebook friends to ‘LIKE’ our page for something fan-tabulous!" The post received 6,173 shares, 7,560 likes and 295 comments, and helping the brand reach its 500K goal. Chico's rewarded fans by releasing a Facebook offer — "Celebrating 500K Fans! 30% OFF" — and launching a sweepstakes for a $2,500 shopping spree.

A second promotion, "Send a Smile," was a fundraiser for Children's Miracle Network Hospitals. Using a Facebook app, Chico's fans created cards online and sent them to children at participating hospitals. For each card sent, Chico's donated $1 (up to $50,000).

Outside of promotions, the primary source of content for Chico's is its products. Most posts contain product pictures, links to online shopping, gift guides and shout-outs to product-driven Pinterest boards, like For the Drama Queen and Chico's version of Sweet Treats. Chico's also posts about the brand's editorial coverage, such as a recent write-up in O, The Oprah Magazine, and the brand's "Passport Program," which is its frequent shopper club.

Dick's Sporting Goods (DSG) has 2 million Facebook fans, and its Timeline, where the brand typically posts three times a day, is all action all the time. DSG covers a number of sports, from Olympic wrestling to college softball to professional hockey, at all levels, from youth sports to the big leagues, and it's very successful at rallying fans. For example, DSG's posts about saving wrestling in the Olympics are extremely popular. A cover photo dedicated to the issue earned 247 comments, 2,010 shares and 10,444 likes, and a Facebook app containing a petition to keep wrestling in the Olympics has gathered over 71K signatures.