The Monthly Retail Social Juice Index Spotlight: Wayfair Barnes & Noble

By Carolee Sherwood

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King Arthur's Timeline is full of posts — always with images, always with personality — that earn hundreds of likes and shares. Here are a few examples:

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A Feb. 15 tip for pressing cookie dough with different patterns instead of just a fork with this call to action: "Tell us about your favorite cookie tool — and SHARE this tip with your fellow cookie lovers."
A President's Day post about the legacy of the company: "Did you know King Arthur Flour was founded the year after Washington was elected president — and that we were already 19-years-old when Lincoln was born?"
A March 11 celebration of National Chocolate Chip Cookie Week with this prompt: "What's your best memory involving chocolate chip cookies? Or, what's your secret ingredient?"
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Like Wayfair and King Arthur Flour, Barnes & Noble spent a few days near the top of Media Logic's RSJI … but not for the right reasons. During the second week in March, fans took to every available platform, including branded discussion forums, Facebook and Twitter to express outrage with the bookseller for scheduling book signings with controversial athlete Michael Vick. Even after the book's publisher canceled the book tour dates (citing threats against both Vick and the retailer), fans continued to voice their anger at Barnes & Noble. Fans insisted that the brand should have listened to them and canceled the events on its own.