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

Unlike Bebe and Foot Locker, which keep tight focus on proven mainstays, 1-800-Flowers.com interrupts its rhythm with content that may not be the right fit for the brand. Although a bit of diversity is good for most retailers (Bebe is unique in getting away with persistent, formulaic product posts), every post must make sense for your brand. Some of 1-800-Flowers.com's current threads (like its promos for "Monday Mornings," a prime-time medical drama) don't have clear enough tie-ins for the brand's fans, as evidenced by extremely low engagement.