The Monthly Retail Social Spotlight: Silpada Designs, Boot Barn, 1-800-PetMeds
The Facebook pages for Silpada Designs (174K likes), Boot Barn (590K likes) and 1-800-PetMeds (110K likes) are full of color, variety, warmth and humor. All three brands have a lot of fun with their fans on the social platform, and while not all of their posts succeed, they're earning — and sustaining — engagement.
Over the past month, jewelry retailer Silpada Designs used more than a dozen different kinds of posts on Facebook, including product "showdowns" (bracket-style for March Madness), catalog previews, invitations to host parties, news items (e.g., updates from its national conference and recognition of editorial coverage of the brand), links to blog posts, photos of celebrities spotted wearing Silpada jewelery
and content from Pinterest. It posted a couple times just for fun as well. Its April 5 status simply read, "SMILE … it's Friday!" and was accompanied by a photo of lipstick and the in-image message, "A smile is the best makeup a girl can wear."
Silpada also hosted a major promotion: "SpRING Fever Ring-a-Day Giveaway" (March 19 - April 2). Daily posts about the giveaway were informative ("here's how to enter"), attractive (featuring bright, colorful photos) and conversational. The brand always included text that asked for engagement. For example, "What is your fave Silpada ring?" or "'Like' if you love a pop of color!" One of the brand's most popular posts for the month — its "Queen for a Day Ring" — was part of the giveaway, earning 7,788 likes, 527 comments and 536 shares.
Boot Barn's Facebook posts are as varied as Silpada's. The Western wear and work gear seller's repertoire includes rodeo updates (along with action shots), country
music news, old black-and-white photos, caption contests, featured products (e.g., the brand's jean selection), posts for fun (e.g., "Share if you agree … Surgeon General's Warning: Horses are expensive, addictive and may lead to periods of extreme euphoria"), store openings and ribbon cuttings, boot facts, discounts, customer photos, links to editorial coverage of the brand, historical trivia, and one-liners from Westerns. In addition, Boot Barn's Timeline promoted its own contests (a Battle of the Bands, a Pinterest board challenge and an Instagram photo contest), its own sweepstakes (a trip to the CMA Music Festival) and an Ultimate Cowgirl Contest sponsored by Wrangler.
One of Boot Barn's most popular posts for the month was an image from someecards ("National Let's Skip Work To Go Ride Day"), which the brand posted on April 5 with this update: "'Like' this post if you'd rather be riding."