Michaels Stores uses Facebook (where it has 1.2 million fans and typically posts three times a day) to showcase do-it-yourself projects and craft tips and to publish product info, discounts, class announcements and store sales flyers. It also cross-promotes content from its other social platforms, like Pinterest, where it has a variety of boards, including Polka Dots and Sweets and Treats, aimed at inspiring creativity.
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