The Monthly Retail Social Index Spotlight: Cheaper Than Dirt, DSW, Yankee Candle

Cheaper Than Dirt sells everything from pool toys to wool socks, but when it comes to a social media presence, the brand sticks to its guns. If you assume a Facebook page filled with posts about ammunition and firearms represents the wrong kind of engagement, you’d be mistaken. Fewer brands know their fans better than Cheaper Than Dirt, which has amazingly good sense about the kinds of posts — a mixture of humor, advocacy and education — that inspire conversation and participation.