Why Joann Fabrics Stores Closing Is a Lesson in Bad Social Media Management

n today’s retail landscape, a well-executed social media strategy can make or break a business. Joann Fabrics, a household name for craft lovers, recently made headlines for its store closures across the country. While the reasons for these closures are multifaceted, one key factor stands out: social media mismanagement.

At The Real Social Company, we understand the immense power social media holds for businesses of all sizes. When leveraged properly, it helps create loyal customer bases, drive sales, and maintain a positive brand image. However, when done poorly, it can result in alienation, frustration, and a direct impact on revenue. Joann Fabrics’ social media strategy—or lack thereof—can serve as a lesson in what not to do.

1. Failure to Connect with a Target Audience

One of the most crucial aspects of any social media strategy is identifying and connecting with your target audience. Joann Fabrics once had a strong foothold with a very specific demographic—those who love crafting, quilting, and DIY projects. Yet, in recent years, the brand’s social media posts began to feel disconnected from this audience.

Instead of creating content that resonated with their customers' passions and needs, Joann’s posts felt more generic, focusing on seasonal sales and promotions. Customers didn’t feel like they were seen or heard on Joann's social platforms. In today’s digital age, people expect brands to engage with them in meaningful ways, whether it’s through storytelling, personalized offers, or community involvement.

When a brand loses touch with its audience’s needs and desires, it risks losing loyal customers, and that's exactly what happened to Joann Fabrics.

2. Lack of Community Engagement

Social media isn’t just a platform for broadcasting messages—it’s an opportunity to engage in two-way conversations with your community. Crafting a tight-knit, supportive community around your brand is essential for long-term success. Unfortunately, Joann Fabrics seemed to miss the mark when it came to fostering engagement.

Rather than initiating conversations with followers, responding to questions, or sharing user-generated content, the brand’s social media accounts felt more like one-way communication channels. As a result, customers felt disconnected, and their sense of community began to dwindle. In contrast, successful brands on social media regularly acknowledge their followers, ask for feedback, and create content that encourages interaction.

Building an engaged community can’t happen if your social media presence feels like a one-sided monologue. Joann’s failure to nurture these relationships ultimately led to disengaged followers and declining sales.

3. Missed Opportunities for Brand Advocacy

One of the most valuable assets a business can have is brand advocates—customers who are not just loyal but are enthusiastic about sharing their experiences with others. Joann Fabrics had a strong base of passionate crafters who, with the right nurturing, could have become powerful advocates for the brand.

However, Joann missed the opportunity to spotlight these advocates. Successful brands elevate their customers, showcasing real-life examples of how people use their products. Joann could have used user-generated content, behind-the-scenes insights, and success stories to build trust and loyalty with its customer base.

Instead, the brand’s social media focused too much on promotions and didn’t highlight the community of people who could have helped spread the word. By not utilizing the power of their own customers, Joann lost out on valuable organic marketing opportunities.

4. Inconsistent Brand Messaging

Brand consistency is key on social media. When customers follow a brand online, they expect a cohesive experience across all platforms. Unfortunately, Joann Fabrics’ messaging felt disjointed. While the brand pushed its wide range of craft supplies, it failed to build a compelling narrative about its identity and values.

Brands that succeed on social media clearly define who they are, what they stand for, and how they contribute to their customers' lives. Joann's social media presence lacked that narrative, leaving potential customers confused about what the company represented beyond its product line.

By failing to define and communicate a strong, consistent message across social platforms, Joann Fabrics allowed its identity to fade into obscurity.

5. The Importance of Transparency and Listening to Customers

Lastly, Joann Fabrics’ lack of transparency regarding store closures and changes in its business model sent the wrong message to customers. In an era where consumers value authenticity and openness, brands that fail to address major changes or challenges risk losing the trust of their audience.

Social media is an ideal platform to keep customers informed about company decisions, whether it's about closures, changes in services, or new initiatives. Joann Fabrics missed the mark by not proactively engaging in these conversations, leaving their followers in the dark and feeling alienated.

Conclusion: A Cautionary Tale

Joann Fabrics’ struggles with store closures can teach businesses valuable lessons in social media management. By failing to connect with their audience, engage with their community, showcase brand advocates, maintain consistent messaging, and be transparent, Joann left a significant gap for competitors to fill.

At The Real Social Company, we emphasize the importance of not just posting content but engaging with your audience and building relationships. Social media isn’t just about sales; it’s about fostering a community of loyal customers who feel heard, valued, and connected to your brand.

In this fast-paced, digital world, businesses that can’t adapt to changing social media trends and fail to maintain meaningful interactions with their customers risk becoming obsolete. The story of Joann Fabrics is a poignant reminder that, in today’s marketplace, social media is more than a marketing tool—it’s the heart of your brand’s relationship with its customers.

Want to ensure your business avoids the same pitfalls? Let The Real Social Company help you craft a social media strategy that resonates, engages, and drives long-term success. Visit us at www.therealsocialcompany.com for more information.