The two retail giants of Sears Holdings Co. have recently begun utilizing Paper.li to produce Daily Socials of Sears and Kmart-related content. Paper.li allows users to create online sources of curated content from the web. Both retailers pull in content from many different sources, containing different types of media to create an interactive experience for their target market of visitors. 1) Utilize different forms of media to create a visually pleasing page for visitors. A page full of one single media, be it text, video, or pictures, becomes uniform and boring at a quick glance. Each retailer’s Daily Social contains a scrolling feed of their Twitter account, a heading picture, and at least one video – many times of something absurd like Epic Pudding Time. The latter does the job of providing easily digestible content to give users a break from their every day struggle. 2) Utilize product reviews. Sears’ April 20^th Daily Social included a product review from gigaom.com on the Sidekick 4G. Having 3^rd party reviews on the products you sell provides credibility for the product and the seller that the seller itself would have a much harder time creating. 3) Use content that is interesting to your target market, even if it’s not directly related to your products. Sears’ April 25^th Daily Social contained an article from GoodHousekeeping.com entitled How to Clean Up a Messy Office. Sears’ middle class/middle-aged target market will find this helpful, especially as their office is probably quite messy from tax season. Kmart’s April 19^th Daily Social included an article from mtv.com about Taylor Lautner’s love life. 4) Promote your paper.li through other online mediums. Paper.li is very new and unknown to most. In order to garner visitors Kmart and Sears push each edition through Twitter to their established following. Not only does this garner their paper.li exposure, but it also provides interesting content that is relevant to their followers. Check out www.wishpond.com/merchant to upload your products to your own Facebook Storefront for free.