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

By Carolee Sherwood

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