The Monthly Retail Social Juice Index Spotlight: Bebe, Foot Locker and 1-800-Flowers

By Carolee Sherwood

opens with an attention grabber in all caps (e.g., "3 PERFECT VALENTINE'S DAY OUTFITS");
follows with descriptive copy that pulls you into the product's story (e.g., "Still searching for the perfect V-Day look? Whether you're going on a hot date, a casual outing or a romantic getaway, we've got you covered from head to toe!");
asks a question (e.g., "Which look are you wearing?");
concludes with links for shopping (e.g., "Shop Valentine's Day Looks"); and
presents a professionally shot photo or spread (in the case of its Jan. 28 post in this example, a single model showing off three very different outfits).

One of the only ways Bebe mixes it up on Facebook is by changing the product focus post to post. It jumps from shoes to little black dresses to accessories.