The Monthly Retail Social Juice Index Spotlight: Wayfair.com, King Arthur Flour, Barnes & Noble

King Arthur Flour also ran promotions during the past month, but its fans engaged mainly with the brand's noncontest content, which strikes just the right tone. The brand's posts are light, fun and a little bit provocative (in a good way), like this Feb. 28 update: "How could you possibly not like National Pancake Day?"