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

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.