Carolee Sherwood

The strongest promotion in this spotlight comes from Ray-Ban, in large part due to its branding. Ray-Ban is hosting "Envision the Possibilities," encouraging consumers around the world to contribute their visions to the #EnvisionSeries gallery. Ray-Ban has two Facebook apps working for the promotion. The first app is for "Never Hide Films," which right now is featuring "insanely talented people who are changing the way we view creativity in social media." The second, called "Social Visionaries," scans public Facebook data to create personalized videos: "The Social Brilliance of [Facebook Username]."

Despite rumblings that social media is losing its value and cache as a marketing tool (or commerce or customer service tool) for retailers — let the debate rage on — there are plenty of brands that are investing their time and money in the channel. The common refrain that you hear from all of them is that they seek better engagement with their customers and prospects, and social media can play a significant role in helping them accomplish that. In that vein, Retail Online Integration has compiled its second annual ranking of the top 50 fastest-growing Facebook retailers — with a twist this year.