Professional Documents
Culture Documents
Shopping Center Social Media
Benchmark Report
Year‐End 2010
1201 Peachtree Street NE, Suite 500
Atlanta, GA 30309
Phone: (404) 961‐7600
www.alexanderbabbage.com
© 2011 Alexander Babbage, Inc. All Rights Reserved
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Summary
With more than 500 million1 active users on Facebook and more than 175 million2 active users on
Twitter, it is apparent why these networks are growing from personal communication tools to outlets
that give businesses and brands a voice among their customers and competitors. With the completion of
2010 came new social media benchmark data on U.S. shopping centers 300,000 square feet or larger
that we are excited to share. Similar to our other Social Media Benchmark Reports, this year‐end report
includes data from 1,842 shopping centers in the midst of the social media revolution that is
accelerating how we think, communicate, react and share with people across the world.
Center Type Number of
(300,000 square feet or larger) Centers Studied
Super Regional Centers 432
Regional Centers 777
Lifestyle Centers 522
Value Centers 94
Entertainment Centers 17
Total Industry 1,842
Among all centers studied in Q4, just less than half (47.07%) are on Facebook, while 38.2% have a
Twitter account, a growth rate of 3.8% and 3.1% respectively from Q3 to Q4 2010. Although still
positive, the lower growth in the number of centers using Facebook and Twitter compared to previous
quarters shows that the focus toward the end of 2010 seemed to be on growing existing Facebook and
Twitter pages rather than on new centers joining the social media movement. In Q4 we witnessed a
spike in the number of Facebook “likes”, indicating that centers are becoming more involved in engaging
customers through social media and using the platform in new ways to increase their shopper base.
Value centers experienced 152.9% growth in the average number of Facebook likes per center and the
industry as a whole saw a 48.0% increase in the number of likes from Q3 to Q4 2010.
1
http://www.facebook.com/press/info.php?statistics
2
http://twitter.com/about
© 2011 Alexander Babbage, Inc. All Rights Reserved 2
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Percentage of Centers that use Facebook by Center Type*
60.0%
40.0%
20.0%
0.0%
Q1 Q2 Q3 Q4
2010
Q1'10 Percent Q2'10 Percent Q3'10 Percent Q4’10 Percent Growth
Center Type
with Facebook with Facebook with Facebook with Facebook Q1 to
Q4
Super Regional (432) 35.6% 44.9% 68.5% 70.4% 97.7%
Regional (777) 22.9% 31.1% 45.2% 46.7% 104.0%
Lifestyle (522) 21.5% 26.2% 31.0% 33.3% 55.0%
Value (94) 25.5% 28.7% 30.9% 30.9% 21.0%
Entertainment (17) 41.2% 47.1% 52.9% 52.9% 28.5%
Total Industry (1,842) 25.8% 33.0% 46.0% 47.7% 85.0%
* The definitions of each center type can be found in the appendix.
In Q4 2010 Super Regional centers had the greatest presence on Facebook (70.4%), with nearly 20%
more than any other center type, while Value centers fell just below Lifestyle centers in the last two
quarters and ended 2010 with the lowest percentage of centers using Facebook (30.9%). Regional
centers stayed fairly on par with the total industry average and experienced the greatest growth during
the course of 2010 at 104.0% from Q1 to Q4. The greatest increase from one quarter to another was the
jump in Super Regional centers on Facebook from 194 centers in Q2 to 296 centers in Q3. The total
industry use of Facebook grew 85.0% in 2010.
© 2011 Alexander Babbage, Inc. All Rights Reserved 3
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Percentage of Centers that use Twitter by Center Type*
60.0%
40.0%
20.0%
0.0%
Q1 Q2 Q3 Q4
2010
Q1'10 Percent Q2'10 Percent Q3'10 Percent Q4’10 Percent Growth
Center Type
with Twitter with Twitter with Twitter with Twitter Q1 to
Q4
Super Regional (432) 35.0% 42.6% 57.4% 60.6% 73.3%
Regional (777) 19.8% 25.9% 32.0% 33.8% 71.0%
Lifestyle (522) 15.5% 20.9% 23.8% 24.7% 59.4%
Value (94) 53.2% 56.4% 58.5% 70.2% 32.0%
Entertainment (17) 35.3% 41.2% 41.2% 41.2% 16.6%
Total Industry (1,842) 24.0% 30.2% 37.1% 38.2% 59.2%
* The definitions of each center type can be found in the appendix.
Although Value centers ended 2010 with the lowest percentage of centers on Facebook (30.9%), they
continued to have the highest percentage of centers using Twitter (70.2%). With only 17 U.S. centers
300,000 square feet or larger total, the number of Entertainment centers on Twitter (7) had remained
the same for the last three quarters contributing to its low growth rate of only 16.6% during the year.
The largest growth was seen in Super Regional centers (73.3%) which increased from 35.0% of centers
on Twitter at the beginning of 2010, to 60.6% using Twitter by the year’s end. Like Facebook, the highest
increase in the percentage of centers using Twitter can be seen again in Super Regional centers between
Q2 (184 centers) and Q3 (248 centers). The industry as a whole witnessed a 59.2% growth rate during
2010 in the percentage of centers using Twitter.
© 2011 Alexander Babbage, Inc. All Rights Reserved 4
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Findings
The Shopping Center Industry as a whole has seen a steady increasing trend in 2010 for the use of
Twitter and Facebook. At the end of Q4 2010, about one in every two centers used Facebook (47.7%),
while 38.2% of centers 300,000 square feet or larger had a presence on Twitter. In Q1, among the 1,842
centers studied, only 474 centers were utilizing Facebook. By the end of the year, this number climbed
85.0% to 879 centers. Shopping centers’ use of Twitter saw remarkable change as well in 2010. In Q1,
only 442 of the studied centers were on Twitter and by the end of the year the number rose 59.2% to
704 centers.
Industry‐wide Use of Facebook
Use Facebook
Don’t use Facebook
Industry‐wide Use of Twitter
25.8 33.0% 46.0% 47.7%
Use Twitter
Don’t use Twitter
© 2011 Alexander Babbage, Inc. All Rights Reserved 5
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Average Number of Facebook “Likes” by Center Type
3,321
2,162
Super Regional Centers (432)
2,167 Q4
1,516
1,041 Q3
684
Regional Centers (777)
594
479 Q2
2,790
2,289 Q1
Lifestyle Centers (522) 2,064
1,859
5,519
2,182
Value Centers (94) 1,341
1,027
8,852
7,202
Entertainment Centers (17) 6,221
5,655
2,407
1,626
Total Industry (1842)
1,563
1,244
The average number of Facebook likes in Q4 was 2,407 per center, a growth of 48.0% from 1,626 likes in
Q3 2010. Value centers saw tremendous growth from an average of 2,182 likes per center in Q3 to
5,519 likes in Q4. Entertainment centers continue to have the largest fan base (8,852), while regional
centers continue to fall behind for the fourth quarter in a row with an average of 1,041 likes per center.
The highest number of Facebook likes for any one center was 185,309 for the super regional center Mall
of America in Bloomington, MN. During 2010, the Mall of America has continued to have the highest
number of likes among all U.S. shopping centers 300,000 square feet or larger. The Facebook page grew
61.1% during the last quarter of 2010.
© 2011 Alexander Babbage, Inc. All Rights Reserved 6
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Average Number of Twitter Followers by Center Type
314
Super Regional Centers (432) 268
248 Q4
190
174 Q3
Regional Centers (777) 145
125
109 Q2
703
572 Q1
Lifestyle Centers (522) 467
479
501
Value Centers (94) 516
431
408
1,645
Entertainment Centers (17) 1,407
1,161
1,117
376
Total Industry (1842) 310
281
252
The average number of Twitter followers per center in Q4 2010 was 376, a 21.3% increase from the
previous quarter’s average of 310 followers. Lifestyle centers saw the largest growth in Twitter followers
for the second quarter in a row from an average of 572 in Q3 to 703 in Q4 (22.9% growth). Comparable
to Facebook, entertainment centers continued to have the greatest following on Twitter for the fourth
quarter in a row (1,645), while regional centers have the lowest average (174). The highest number of
Twitter followers for any one center was 9,086 for the Lifestyle center The Grove in Los Angeles, CA.
During 2010 The Grove continued to have the highest number of Twitter followers among all U.S.
shopping centers 300,000 square feet or larger. The Twitter page grew 30.5% during the last quarter of
2010.
© 2011 Alexander Babbage, Inc. All Rights Reserved 7
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Developers
Among developers with 20 or more centers, Simon Property Group and Pennsylvania Real Estate
Investment Trust grew tremendously in 2010. Simon Property Group started the year with only 0.9% of
centers on Facebook and ended the year with 74.9% of centers on Facebook. Pennsylvania Real Estate
Investment Trust began 2010 with 3.2% of centers on Twitter and grew 1,598.8% to 54.8% of centers on
Twitter by the end of Q4 2010. Six of the 11 developers with 20 or more centers experienced growth of
more than 100% during the course of 2010, while five of the 11 experienced growth in the number of
centers on Twitter. Glimcher continues to be the only developer among those with 20 or more U.S.
centers 300,000 square feet or larger that has 100% of its centers on Facebook and Twitter.
Social Media Use Among Developers with 20+ Centers
© 2011 Alexander Babbage, Inc. All Rights Reserved 8
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Facebook Top 20
Q4 # of
Rank Rank Facebook
Q3 Q4 Center Name Location Square Feet Managed By Likes
1 1 Mall of America Bloomington, MN 2,768,399 Triple Five Corp. 185,309
3 2 King of Prussia Mall King of Prussia, PA 2,698,477 Kravco Simon Company 52,281
2 3 Westfield Garden State Plaza Paramus, NJ 2,132,112 Westfield Corporation 45,072
4 4 The Galleria Houston, TX 2,350,308 Simon Property Group, Inc. 30,218
5 5 Westfield Valley Fair Santa Clara, CA 1,478,023 Westfield Corporation 26,036
8 6 Zona Rosa Kansas City, MO 925,000 Steiner & Associates 22,901
6 7 Asbury Park Asbury Park, NJ 400,000 Madison Marquette 22,181
7 8 The Wharf Orange Beach, AL 376,116 AIG Baker S/C Properties LLC 20,569
12 9 Opry Mills Nashville, TN 1,166,379 Simon Property Group, Inc. 19,182
13 10 Aventura Mall Aventura, FL 2,099,164 Turnberry Associates 18,513
9 11 Santana Row San Jose, CA 565,000 Federal Realty Invest. Trust 17,892
‐ 12 Palisades Center West Nyack, NY 2,217,322 Palisades Center 17,078
11 13 Seminole Paradise Hollywood, FL 350,000 The Cordish Company 16,400
14 14 Town Square Las Vegas Las Vegas, NV 1,000,000 Turnberry Associates 16,271
10 15 Broadway at the Beach Myrtle Beach, SC 700,000 Burroughs & Chapin Co Inc 16,257
15 16 Bel Air Mall Mobile, AL 1,334,000 Jones Lang LaSalle 15,302
16 17 Pier Park PC Beach, FL 504,663 Simon Property Group, Inc. 14,650
17 18 The Greene Beavercreek, OH 790,000 Steiner & Associates 14,247
20 18 The Grove Los Angeles, CA 575,000 Caruso Affiliated 14,247
‐ 20 The Cosmopolitan Las Vegas, NV 300,000 3700 Associates, LLC 13,886
At the end of 2010, the Mall of America outranked the King of Prussia Mall by 133,028 likes. Westfield
Garden State Plaza had the second highest number of likes in Q3, yet by the end of Q4, it fell behind
King of Prussia Mall to rank third in the list of Top 20 centers based on the number of Facebook likes.
© 2011 Alexander Babbage, Inc. All Rights Reserved 9
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Palisades Center in West Nyack, NY made the Top 20 list for the first time growing 86.4% from 9,162
likes in Q3 all the way up to the 12th spot with 17,078 likes at the end of Q4. The Cosmopolitan in Las
Vegas, NV also made the Top 20 list for the first time and had the highest growth (370.2%) from 2,953
likes in Q3 to the 20th spot on the list with 13,886 likes in Q4. The Grove and The Greene are tied at the
18th spot with 14,247 likes at the end of 2010.
Top 5 Shopping Centers Based on Facebook “Likes” Growth Rate
Percent
Q3 # of Q4 # of Growth
Center Square Facebook Facebook Q3 to
Center Name Location Type Feet Managed By Likes Likes Q4
The Cosmopolitan Las Vegas, NV LC 300,000 3700 Associates, LLC 2,953 13,886 370.2%
Palisades Center West Nyack, NY SR 2,217,322 Palisades Center 9,162 17,078 86.4%
Mall of America Bloomington, MN SR 2,768,399 Triple Five Corp. 115,060 185,309 61.1%
King of Prussia Mall King of Prussia, PA SR 2,698,477 Kravco Simon Company 36,279 52,281 44.1%
Opry Mills Nashville, TN SR 1,166,379 Simon Property Group 13,599 19,182 41.1%
Facebook Spotlight:
© 2011 Alexander Babbage, Inc. All Rights Reserved 10
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Simon Malls created a “Deals” tab on all of their Facebook pages stating that users must like the mall’s
page in order to unlock special deals, which may have contributed to their 72.3% growth rate in the
number of Facebook likes from Q3 to Q4 2010. They also use this tab in the bottom right‐hand corner to
showcase other social media outlets they use such as Twitter, YouTube, foursquare, mobile apps, etc., to
keep customers informed in a high traffic area.
© 2011 Alexander Babbage, Inc. All Rights Reserved 11
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
In the Notes section of the Palisades Center Facebook, users had the opportunity to like the center and
print a coupon for a free “green” shopping bag from 11/29‐12/29/2010. Users had to like the center’s
page before being able to redeem the coupon at the mall’s customer service desk. The center even
posted reminders on their Facebook wall regarding the special deal. When the promotion ended, the
Palisades Center landed itself on our Top 20 list based on the number of Facebook likes for the first time
and grew 86.4% from Q3 to Q4.
© 2011 Alexander Babbage, Inc. All Rights Reserved 12
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Twitter Top 20
Q4 # of
Q3 Q4 Square Twitter
Rank Rank Center Name Location Feet Managed By Followers
1 1 The Grove Los Angeles, CA 575,000 Caruso Affiliated 9,086
14 2 The Cosmopolitan Las Vegas, NV 300,000 3700 Associates, LLC 6,353
3 3 Mall of America Bloomington, MN 2,768,399 Triple Five Corp. 5,628
2 4 Dana Park Village Square Mesa, AZ 400,000 Triple Five AZ Development Corp. 5,233
4 5 Universal CityWalk Universal City, CA 400,000 Universal CityWalk 3,723
6 6 Atlantic Station Atlanta, GA 1,500,000 Jones Lang LaSalle 2,774
13 7 Frisco Square Frisco, TX 500,000 Frisco Square Development 2,632
5 8 Winter Park Village Winter Park, FL 522,000 Casto 2,597
7 9 The Galleria Houston, TX 2,350,308 Simon Property Group, Inc. 2,580
11 10 Patriot Place Foxborough, MA 1,300,000 Strategic Retail Advisors 2,555
12 11 The Americana at Brand Glendale, CA 475,000 Caruso Affiliated 2,369
8 12 Scottsdale Fashion Square Scottsdale, AZ 2,030,000 Scottsdale Fashion Square 2,304
9 13 Kierland Commons Scottsdale, AZ 320,000 Westcor 2,219
15 14 Easton Town Center Columbus, OH 1,500,000 Steiner & Associates 2,125
10 15 Belmar Lakewood, CO 1,200,000 Continuum Property Mgmt 2,119
16 16 The 900 Shops Chicago, IL 450,000 Urban Retail Properties, LLC 1,922
17 17 Asbury Park Asbury Park, NJ 400,000 Madison Marquette 1,849
18 18 Washington Square Tigard, OR 1,458,840 Macerich 1,809
‐ 19 The Shops at The Bravern Bellevue, WA 305,000 Schnitzer West, LLC 1,802
‐ 20 Pacific Place Seattle, WA 335,000 Pine Street Group LLC 1,778
The Top 20 list saw significant shifts during the fourth quarter based on the number of Twitter followers.
The Grove finished the year keeping its top spot with 9,086 followers. The Cosmopolitan experienced
the most growth (230.9%) jumping from 14th in Q3 to 2nd place in Q4 with 6,353 followers. Pacific Place
© 2011 Alexander Babbage, Inc. All Rights Reserved 13
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
in Seattle, WA made the list for the first time going from 1,236 followers to 1,778 followers in one
quarter.
Top 5 Shopping Centers Based on Twitter Followers Growth Rate
2010
Percent
Q3 # of Q4 # of Growth
Twitter Twitter Q3 to
Center Name Location Square Feet Managed By Followers Followers Q4
The Cosmopolitan Las Vegas, NV 300,000 3700 Associates, LLC 1,920 6,353 230.9%
Pacific Place Seattle, WA 335,000 Pine Street Group LLC 1,236 1,778 43.9%
Frisco Square Frisco, TX 500,000 Frisco Square Development 2,009 2,632 31.0%
The Grove Los Angeles, CA 575,000 Caruso Affiliated 6,960 9,086 30.5%
Mall of America Bloomington, MN 2,768,399 Triple Five Corp. 4,335 5,628 29.8%
Number of Followers Compared to Average Tweets Per Day ‐ Top 10 Centers
10,000 16
9,000 14
13.6
8,000
12
7,000
6,000 10
5,000 8
4,000 7.0
6
3,000 5.4 5.4
4 Q4 Followers
2,000 3.4 2.8 3.4
1,000 1.8 1.8 1.5 2 Avg tweets per day
‐ 0
The chart above indicates a general correlation between the average number of tweets per day and the
number of followers. The Cosmopolitan had the highest growth rate in Q4 (230.9%) moving it from 14th
on our list of Top 20 centers, to 2nd in one quarter. Because of this, it is not surprising that along with the
© 2011 Alexander Babbage, Inc. All Rights Reserved 14
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
highest Twitter follower growth rate, The Cosmopolitan also had the highest average number of tweets
among the top 10 centers (13.6 per day).
Twitter Spotlight:
On December 18th, one week before Christmas and in the midst of busy holiday shopping, the Mall of
America ran a Twitter promotion to reward their loyal Twitter followers, as well as attract new ones,
with the lure of free VIP parking in what the mall called their “Big Secret Parking Party” (#bspp). The mall
closed off 96 parking spots near one of centers’ entrances, a hot commodity during one of the busiest
times of the year. Twitter users had to follow the mall and provide their Twitter user name in order to
redeem a ticket through an online reservation system. After the promotion, the Mall of America
increased their followers by 808 people in one month from 4,820 at the end November to 5,628 at the
end of the year. This is much higher than their usual monthly increase of 200‐300 followers per month,
proving that the Big Secret Parking Party gained a lot of attention for the Mall of America and their
Twitter page.
© 2011 Alexander Babbage, Inc. All Rights Reserved 15
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Conclusion
The use of Facebook and Twitter by U.S. shopping centers is continuing to increase and centers are
beginning to really think outside‐the‐box when it comes to attracting customers to these virtual
networks. Although in the last quarter of 2010 we saw a smaller growth rate in the number of centers
joining Facebook and Twitter, we did see a much higher increase in the number of Facebook likes and
Twitter followers. Centers have begun to step‐it‐up to involve and attract customers to their pages with
contests, giveaways, and special deals to build their network and get customers in the door.
Alexander Babbage will continually monitor social media activity in the shopping center industry with
benchmarks published at the beginning of each quarter. For more information about comparing your
center or portfolio to benchmarks, contact:
Alan McKeon at 404‐961‐7602 or amckeon@alexanderbabbage.com or
Charlotte Sykes at 404‐961‐7603 or csykes@alexanderbabbage.com
Alexander Babbage, Inc., is an Atlanta based full‐service research firm specializing in experiential research for destinations
including shopping centers, professional sports teams, retailers, restaurants, the arts and financial institutions. It has the
deepest experience and most extensive benchmark set among private research providers. Alexander Babbage acquired
A
Stillerman Jones & Company in 2007 and MAXtrak® in 2004, making it the shopping center industry’s leading provider of
market and shopper research.
© 2011 Alexander Babbage, Inc. All Rights Reserved 16
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Definitions
Center Type
Only centers 300,000 square feet or larger in the continental United States were considered.
Super Regional Center ‐ Similar to a regional center, but because of its larger size, a super regional
center has more anchors, a deeper selection of merchandise, and draws from a larger population base.
As with regional centers, the typical configuration is an enclosed mall, frequently with multi levels.
Regional Center ‐ This center type provides general merchandise (a large percentage of which is
apparel) and services in full depth and variety. Its main attractions are its anchors: traditional, mass
merchant, or discount department stores or fashion specialty stores. A typical regional center is usually
enclosed with an inward orientation of the stores connected by a common walkway and parking
surrounds the outside perimeter.
Lifestyle Center ‐ Most often located near affluent residential neighborhoods, this center type caters to
the retail needs and “lifestyle” pursuits of consumer in its trading area. It has an open‐air configuration
and typically includes retail space occupied by upscale national chain specialty stores. These center may
or may not be anchored by one or more conventional or fashion specialty department stores.
Value Center ‐ A center that includes outlet tenants as well as superstores, catalog, retail clearing
houses, off‐price or discounters, and food vendors.
Entertainment Center ‐ A shopping center that encompasses theaters, restaurants and related retail.
Social Media Terms
Facebook ‐ A publication for an organization, such as a school or business, which helps members identify
each other; also, an online version of this, with profiles including a picture, name, birth date, interests,
etc.
Twitter ‐ An information network made up of 140‐character messages, typically sent as text messages.
Tweet ‐ A message posted via Twitter containing 140 characters or fewer.
Follow ‐ To follow someone on Twitter means to subscribe to their Tweets or updates on the site.
Follower ‐ A follower is another Twitter user who has followed you.
Data and counts are effective as of the measurement date 12/31/2010.
Dictionary of Shopping Center Terms, Third Edition
Twitter Glossary
© 2011 Alexander Babbage, Inc. All Rights Reserved 17
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Appendix
Top 25 Developers Based on Number of Centers.
Facebook and Twitter usage among each developers centers of 300,000 square feet or larger
% Growth % Growth
Q3 % with Q4 % with from Q3 to Q3 % with Q4 % with from Q3 to
Developer Base Facebook Facebook Q4 Twitter Twitter Q42
© 2011 Alexander Babbage, Inc. All Rights Reserved 18
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Developer Aggregated by
Simon Property Group Simon Property Group, Inc., Simon Property Group (Chelsea), Kravco Simon Company
General Growth Properties General Growth Properties, Inc., c/o City of Trotwood, c/o Grand Teton Mall
CBL & Associates Properties CBL & Associates Properties, CBL & Associates Properties, Inc. , CBM RM‐Waco LLC
Jones Lang LaSalle Jones Lang LaSalle, c/o Ashtabula Towne Square
Forest City Enterprises, Forest City Commercial Management, Forest City Management,
Forest City Forest City Ratner Companies
Inland Southwest Management, Inland American Retail Mgmt LLC, Inland Commercial
Property Mgmt, Inland Pacific Property Svcs LLC, Inland US Management LLC, Inland
Inland Continental Property Mgmt.
Red Development RED Development , RED Asset Management, Inc.
CB Richard Ellis CB Richard Ellis, CBRE Louisville, CBRE/MEGA
Vornado Realty Trust Vornado Realty Trust , Vornado/Charles E. Smith
The Pyramid Companies The Pyramid Companies, c/o Avitation Mall
Vestar Development Vestar Development , Vestar Property Mgmt , c/o Vestar Development Co.
© 2011 Alexander Babbage, Inc. All Rights Reserved 19
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Facebook Use by Center Type
100.0% Q1 Q2 Q3 Q4
80.0% 70.4%
68.5%
52.9%
60.0% 52.9%
46.7% 47.1%
44.9% 45.2% 41.2%
33.3%
40.0% 35.6% 31.0%
30.9%
31.1%
26.2% 28.7% 30.9%
25.5%
22.9% 21.5%
20.0%
0.0%
Super Regional Regional Centers Lifestyle Centers Value Centers Entertainment
Centers Centers
Twitter Use by Center Type
100.0% Q1 Q2 Q3 Q4
80.0%
70.2%
60.6% 58.5%
57.4% 56.4%
60.0%
53.2%
41.2%
42.6% 41.2% 41.2%
33.8%
40.0% 35.0% 32.0% 35.3%
25.9% 23.8% 24.7%
19.8% 20.9%
20.0% 15.5%
0.0%
Super Regional Regional Centers Lifestyle Centers Value Centers Entertainment
Centers Centers
© 2011 Alexander Babbage, Inc. All Rights Reserved 20
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
Facebook Use by Region
100.0%
% Change 3.5% 3.2% 3.0% 5.5%
Q3 to Q4
80.0%
56.1%
60.0% 46.7% 53.2% Q1
45.0% 44.7%
45.1% 43.7% 43.4%
39.8% Q2
40.0% 33.1% 30.3% 31.6% 31.0%
26.2% 23.7% 23.7% Q3
20.0% Q4
0.0%
ICSC Northeast ICSC South Regions ICSC Midwest ICSC West Regions
Regions 1 and 2 3, 4, and 5 Regions 6 and 7 8 and 9
Twitter Use by Region
100.0%
% Change 19.8% 0.0% 4.5% 1.4%
Q3 to Q4
80.0%
51.5%
60.0% 50.7% Q1
35.5% 44.6%
36.5%
36.3% 36.5% 33.9% 37.8% Q2
40.0% 30.3% 30.1%
25.6% Q3
21.5% 20.0% 22.6%
17.0%
20.0% Q4
0.0%
ICSC Northeast ICSC South Regions ICSC Midwest ICSC West Regions
Regions 1 and 2 3, 4, and 5 Regions 6 and 7 8 and 9
© 2011 Alexander Babbage, Inc. All Rights Reserved 21
www.alexanderbabbage.com
Shopping Center Social Media
Year End 2010
© 2011 Alexander Babbage, Inc. All Rights Reserved 22
www.alexanderbabbage.com