Shopping Center
Social Media End of Year Report
Q4 2012
1201 Peachtree Street NE, Suite 500
Atlanta, GA 30361
Phone: (404) 961-7600
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© 2012 Alexander Babbage, Inc. All Rights Reserved
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Shopping Center Social Media
End of Year Report Q4 2012
REPORT CREATORS
Alexander Babbage continually monitors social media activity and consumer behaviors in the shopping
center industry with benchmarks published quarterly. For more information about comparing your
center or portfolio to benchmarks, contact:
Alan McKeon at 404-961-7602 or [email protected]
Charlotte Sykes at 404-961-7603 or [email protected]
Hayley Jackson at 404-961-7616 or [email protected]
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 Stillerman Jones & Company in 2007 and MAXtrak® in 2004, making it the shopping
center industry’s leading provider of market and shopper research.
The Social Media database compares 1,643 shopping centers 300,000+ square feet in the United States
including Alaska, Hawaii and Puerto Rico. Data and counts are effective as of January 2013.
© 2012 Alexander Babbage, Inc. All Rights Reserved
www.alexanderbabbage.com
2
Shopping Center Social Media
End of Year Report Q4 2012
SUMMARY ANALYSIS
Between 2011 and 2012 there was only a slight increase in shopping center industry presence on both
Facebook and Twitter. Currently 71% of shopping centers use Facebook – up from 67% at year-end in
2011 – and 58% use Twitter – up from 55% at year-end 2011.
The number of users engaging with shopping centers via social media showed a strong increase in 2012.
There was a 111% increase in the number of users engaging with shopping centers on Facebook
between 2011 (4,895 average likes per center) and 2012 (10,310 average likes per center), bringing the
total number of Likes for the industry to 11.2 million – an increase of 2.5 million from 2011. There was a
75% increase in the number of Twitter Followers during the same period bringing the total number to
nearly 1 million Followers in 2012 – up from 538,760 at the end of 2011.
Several centers visibly increased activity across social media platforms between 2011 and 2012.
Experiencing significant increases in the number of Facebook Likes and Twitter Followers, Bal Harbour
Shops made it to both Top 10 lists of centers for growth in the number of Facebook Likes and Twitter
Followers. Plaza Las Americas and Mall of America continue to duke it out, fighting for the top spot of
the most Facebook Page Likes. Time Warner Shops and Opry Mills also experienced significant growth in
the number of Twitter Followers between 2011 and 2012. The Cosmopolitan remains at the number one
spot for a second year for the most Twitter Followers.
Glimcher Realty Trust, Macerich, Madison Marquette, The Pyramid Companies and Westfield
Corporation had 100% of their shopping centers using Facebook by the end of 2012.
After analyzing Tweets per day and Klout Score rankings, it is clear that engaging content should be the
main goal for shopping centers that leverage social media platforms. Frequency and consistency are
equally important; however, centers should note more Tweets do not always mean more Likes or
Followers and caution should be used not to over saturate social media platforms.
© 2013 Alexander Babbage, Inc. All Rights Reserved
www.alexanderbabbage.com
3
Shopping Center Social Media
End of Year Report Q4 2012
SHOPPING CENTER SOCIAL MEDIA OVERVIEW
The End of Year 2012 Report compares data from 1,643 centers (300,000 square feet or larger) across
the United States including Alaska, Hawaii, and Puerto Rico. The report includes the analysis of shopping
centers’ performances for the entire year of 2012 (January 1 – December 31, 2012, particularly focusing
on Q2 2012 and Q4 2012) and compares it to the entire year of 2011 (January 1 – December 31, 2011,
particularly focusing on Q2 2011 and Q4 2011). Because social media data is cumulative in nature, Q4
2011 and Q4 2012 represent the end of year data for each respective year.
The report includes the growth and decline of centers’ Facebook pages and Twitter accounts as well as
center rankings and industry averages of Facebook Page Likes and Twitter Followers. The analysis also
includes average Tweets per day among the Top 10 centers with the highest number of Twitter
Followers, Top 10 Influencers by Klout Score among Top 10 number of Facebook Page Likes and social
media use of management companies with the highest number of shopping centers using the platforms.
Number of Centers studied
Center Type (300,000 square feet or larger)
Super Regional Centers
Regional Centers
Lifestyle Centers
Entertainment Centers
Value Centers
Total Industry
Q2 ‘11
429
754
361
16
83
1,643
Q4 ‘11
429
754
361
16
83
1,643
Q2 ‘12
429
754
361
16
83
1,643
Q4 ‘12
429
754
361
16
83
1,643
Number of Centers studied using Facebook and Twitter
Center Type
Super Regional Centers
Regional Centers
Lifestyle Centers
Entertainment Centers
Value Centers
Total Industry
Using Facebook
Q4 ‘11
357
441
215
11
74
1,098
Using Facebook
Q4 ‘12
374
480
234
11
75
1,174
Using Twitter
Q4 ‘11
311
339
170
9
69
898
© 2013 Alexander Babbage, Inc. All Rights Reserved
www.alexanderbabbage.com
Using Twitter
Q4 ‘12
322
359
185
10
69
945
4
Shopping Center Social Media
End of Year Report Q4 2012
FINDINGS
Currently 71% of shopping centers use Facebook and 58% use Twitter to reach their shoppers.
Both Facebook and Twitter showed a slight increase in usage between 2011 and 2012 year end analysis
(a 6% increase for Facebook and 5% increase for Twitter). Though an increase in use for both Facebook
and Twitter occurred overall between 2011 and 2012 (80 centers launched Facebook accounts and 45
centers launched Twitter accounts going into 2012), individual quarters of 2012 show a consistent level
of usage by shopping centers on the social media platforms. The continuous usage indicates the industry
has matured in the use of Facebook and Twitter, and the majority of centers use these forms of
communication in some capacity.
Percent of Centers using Facebook and Twitter
100%
Facebook
Twitter
80%
63%
60%
40%
52%
54%
42%
71%
71%
55%
57%
58%
58%
Q4 '11
Q2 '12
Q3 '12
Q4 '12
67%
54%
Q3 '11
56%
38%
29%
71%
66%
45%
46%
Q4' 10
Q1 '11
51%
34%
20%
27%
0%
Q1 '10
Q2 '10
Q3 '10
Q2 '11
Percent change in Shopping Center Facebook and Twitter Use
100%
80%
6%
5%
60%
Q4 '11
40%
Q4 '12
20%
0%
Facebook
Twitter
© 2013 Alexander Babbage, Inc. All Rights Reserved
www.alexanderbabbage.com
5
Shopping Center Social Media
End of Year Report Q4 2012
FACEBOOK PENETRATION
Regional Centers (9% change increase) and Lifestyle Centers (10% change increase) experienced the
greatest growth in number of centers joining Facebook between 2011 and 2012. Forty-one Regional
Centers launched Facebook pages during 2012, and 23 Lifestyle Centers launched Facebook pages
during 2012 (15 within the first half of 2012, with an additional 8 toward the latter part of the year).
Value Centers and Super Regional Centers continue to have the most centers using Facebook.
Entertainment Centers showed no growth between the years, having no centers launching or
deactivating Facebook Pages between 2011 and 2012.
Overall, 2012 shows that centers are seeing value in Facebook and they are maintaining their Facebook
pages as an integral communications tool.
Percent of Centers using Facebook by Center Type
100%
80%
60%
40%
20%
0%
Q1 '10
Q2 '10
Super Regional Centers
Q3 '10
Q4 '10
Regional Centers
Center Type
Super Regional Centers
Regional Centers
Lifestyle Centers
Entertainment Centers
Value Centers
Industry Average
Q1 '11
Q2 '11
Lifestyle Centers
Q2 ‘11
78%
54%
56%
69%
37%
63%
Q4 ‘11
83%
59%
60%
69%
89%
67%
Q3 '11
Q4 '11
Entertainment Centers
Q2 ‘12
88%
64%
63%
69%
90%
71%
Q2 '12
Q3 '12
Value Centers
Q4 ‘12
88%
64%
66%
69%
90%
71%
© 2013 Alexander Babbage, Inc. All Rights Reserved
www.alexanderbabbage.com
Q4 '12
Industry Average
Percent
change
Q4 ‘11 to
Q4 ‘12
6%
9%
10%
0%
2%
7%
6
Shopping Center Social Media
End of Year Report Q4 2012
FACEBOOK PAGES
Facebook user interaction remains strong for centers that are active on the platform. The average
number of Facebook Likes per center was 10,329 at the end of 2012, which was a 111% increase from
the average of 4,895 fans per center at the end of 2011. Facebook Likes increased in every shopping
center type.
Percent Change - Average Number of Facebook Page Likes
Q2 ‘11
5,175
Q4 ‘11
7,412
Q2 ‘12
11,522
Q4 ‘12
15,062
Percent
change
Q4 ‘11 to
Q4 ‘12
103%
Regional Centers
1,606
2,480
4,008
5,560
124%
Lifestyle Centers
3,475
4,566
6,190
7,674
68%
11,275
18,698
33,885
43,049
130%
Value Centers*
3,551
6,145
6,206
7,836
28%
Industry Average
3,517
4,895
7,464
10,329
111%
Center Type
Super Regional Centers
Entertainment Centers
* Tanger Outlets are excluded from this count because all branded centers share the same social media platforms creating an outlier.
Premium Outlets are excluded from this count because all branded centers share the same social media platforms creating an outlier.
The greatest growth came from Entertainment Centers. The average number of Facebook Likes per
center in this category has increased by 130% since Q4 2011 (an increase of 24,351 likes). The average
number of Likes for Entertainment Centers (43,049) is just more than four times higher than the industry
average. Metreon (a Westfield Corporation center) grew the most in this category increasing Facebook
Likes from 259 in 2011 to 4,135 in 2012.
Though at half the industry average for number of Likes, Regional Centers had the second highest
growth rate between 2011 and 2012 (124%). The average number of Facebook Likes per center more
than doubled between year-end 2011 and year-end 2012, increasing by 3,080.
Coming in second for average number of Likes in 2012 (15,062), Super Regional Centers showed
impressive growth increasing at a 103% change between 2011 and 2012.
With the addition of 23 centers using Facebook, Lifestyle Centers showed a 68% increase between 2011
and 2012. These centers are continually increasing Page Likes on average about 1,400 Likes over each
six-month period.
Value Centers (excluding Tanger Outlets and Premium Outlets) showed a gradual percent change
increase between 2011 and 2012 (28%) growing 1,691 Facebook Likes since year-end 2011.
© 2013 Alexander Babbage, Inc. All Rights Reserved
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7
Shopping Center Social Media
End of Year Report Q4 2012
Average number of Facebook Page Likes per Center
Super Regional Centers
7,412
5,175
15,062
11,522
Q4 '12
Q2 '12
5,560
4,008
2,480
1,606
Regional Centers
Q4 '11
Q2 '11
7,674
6,190
4,566
3,475
Lifestyle Centers
Entertainment Centers
11,275
33,885
18,698
43,049
7,836
6,206
6,145
3,551
Value Centers
-
5,000
10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000
Industry Average = 10,329
Top 10 - Facebook Page Likes Growth
(by Centers who met or exceeded industry average for Facebook Page Likes)
Rank
1
2
3
4
5
6
7
8
9
10
Center Name
Bal Harbour Shops
Westfield West Covina
Westfield UTC
Westfield Topanga
Woodfield Mall
Glendale Galleria
Downtown Disney
The Tucson Mall
Memorial City Mall
Fayette Mall
Management Company
Bal Harbour Shops
Westfield Corporation
Westfield Corporation
Westfield Corporation
The Taubman Company
General Growth Properties, Inc.
Walt Disney Company
General Growth Properties, Inc.
Memorial City Mall, L.P.
CBL & Associates Properties, Inc.
Center
Type
RC
SR
SR
SR
SR
LC
EC
SR
SR
SR
Square
Feet
520,000
1,185,065
1,064,752
1,438,874
2,224,000
1,500,000
300,000
1,310,000
1,700,000
1,428,091
Facebook
Likes
Q4 ‘11
6,339
9,072
10,446
11,206
11,973
4,942
17,644
7,295
17,157
8,057
Industry
Average
Q4 ‘11 = 4,895
© 2013 Alexander Babbage, Inc. All Rights Reserved
www.alexanderbabbage.com
Facebook
Likes
Q4 ‘12
55,372
50,756
51,715
50,642
52,702
21,669
74,394
28,101
65,121
30,289
% change
Q4 ‘11 to
Q4 ‘12
774%
459%
395%
352%
340%
338%
322%
285%
280%
276%
Industry
Average
Q4 ‘12 = 10,329
8
Shopping Center Social Media
End of Year Report Q4 2012
By year-end 2012, seven shopping centers were new to the Top 20 group since 2011. This is the group
of 20 centers with the highest numbers of Facebook page Likes.
The top two centers on the list, Plaza Las Americas and Mall of America, represent Super Regional
Centers. Their numbers of fans are more than two times higher than the third ranking center on the list
which is Universal CityWalk, an Entertainment Center. Bal Harbour Shops experienced the highest jump
on the list, moving up 182 positions between 2011 and 2012.
Top 20 - Number of Facebook Page Likes
Rank
Q4 ‘12
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Rank
Q4 ‘11
2
1
7
4
8
3
6
5
44
27
23
49
9
16
12
11
25
200
10
77
Center Name
Plaza Las Americas
Mall of America
Universal CityWalk
The Cosmopolitan
Westfield Valley Fair
King of Prussia Mall
The Galleria
Westfield Garden State Plaza
Downtown Disney
Ontario Mills
Westfield Fox Hills
Memorial City Mall
The Grove
Opry Mills
Broadway at the Beach
Seminole Paradise
Florida Mall
Bal Harbour Shops
Aventura Mall
Woodfield Mall
Management Company
Plaza Las Americas, Inc.
Triple Five Corp.
Universal CityWalk
3700 Associates, LLC
Westfield Corporation
Kravco Simon Company
Simon Property Group, Inc.
Westfield Corporation
Walt Disney Company
Simon Property Group, Inc.
Westfield Corporation
Memorial City Mall, L.P.
Caruso Affiliated
Simon Property Group, Inc.
Burroughs & Chapin Co Inc
The Cordish Company
Simon Property Group, Inc.
Bal Harbour Shops
Turnberry Associates
The Taubman Company
Center Type
SR
SR
EC
LC
SR
SR
SR
SR
EC
SR
RC
SR
LC
SR
EC
EC
SR
RC
SR
SR
Square Feet
2,174,000
4,200,000
400,000
300,000
1,477,679
2,690,922
2,221,000
2,128,402
300,000
1,365,440
1,059,699
1,700,000
575,000
1,166,379
700,000
350,000
1,769,207
520,000
2,099,768
2,224,000
Facebook
Likes
Q4 ‘11
203,085
306,700
48,308
62,210
46,948
68,666
56,626
59,833
17,644
21,741
22,960
17,157
34,906
27,575
31,703
33,530
22,055
6,339
33,577
11,973
Facebook
Likes
Q4 ‘12
432,874
421,151
160,983
124,810
102,728
85,653
85,411
80,943
74,394
67,972
67,534
65,121
62,183
59,338
56,349
55,708
55,603
55,372
53,126
52,702
* All Premium Outlet centers have been combined and are counted as 1 center studied because all shopping centers share the same url for
each Facebook and Twitter account.
© 2013 Alexander Babbage, Inc. All Rights Reserved
www.alexanderbabbage.com
9
Shopping Center Social Media
End of Year Report Q4 2012
TWITTER PENETRATION
The use of Twitter among shopping centers was nearly unchanged in 2012. There were 945 Twitter
accounts across all centers in 2012 – a 5% increase compared to the 898 shopping center Twitter
accounts at the end of 2011. For 2012, growth in Twitter penetration came mainly from Lifestyle
Centers where penetration grew at a 9% (12 Lifestyle Centers launched their Twitter accounts within the
year).
Regional Centers experienced the second highest growth rate (7%) year-over-year as a result of the 24
centers that activated a Twitter account during 2012. Super Regional Centers showed a 5% increase
between 2011 and 2012 (with 11 centers creating Twitter accounts during 2012).
There were no changes in Value or Entertainment Centers year-over-year.
Percent of Centers on Twitter by Center Type
100%
80%
60%
40%
20%
0%
Q1 '10
Q2 '10
Super Regional Centers
Q3 '10
Q4 '10
Regional Centers
Center Type
Super Regional Centers
Regional Centers
Lifestyle Centers
Entertainment Centers
Value Centers
Industry Average
Q1 '11
Q2 '11
Lifestyle Centers
Q2 ‘11
68%
42%
44%
56%
81%
51%
Q4 ‘11
73%
45%
47%
56%
83%
55%
Q3 '11
Q4 '11
Entertainment Centers
Q2 ‘12
76%
47%
50%
56%
83%
57%
Q2 '12
Q3 '12
Value Centers
Q4 ‘12
76%
48%
51%
56%
83%
58%
© 2013 Alexander Babbage, Inc. All Rights Reserved
www.alexanderbabbage.com
Q4 '12
Industry Average
Percent
change
Q4 ‘11 to
Q4 ‘12
5%
7%
9%
0%
0%
5%
10
Shopping Center Social Media
End of Year Report Q4 2012
TWITTER FOLLOWERS
In 2012, the number of Twitter Followers trended upward across all center types. U.S. shopping centers
(300,000 square feet or larger) had on average 1,124 Twitter Followers year end 2012 compared to 644
Followers in 2011 (75% increase).
Percent Change - Average Number of Twitter Followers
Q2 ‘11
455
Q4 ‘11
558
Q2 ‘12
684
Q4 ‘12
827
Percent
change
Q4 ‘11 to
Q4 ‘12
48%
Regional Centers
245
290
380
487
68%
Lifestyle Centers
978
1,313
1,930
2,380
81%
2,016
3,075
5,208
4,934
60%
Value Centers*
639
812
837
890
10%
Industry Average
504
644
871
1,124
75%
Center Type
Super Regional Centers
Entertainment Centers
* Tanger Outlets are excluded from this count because all branded centers share the same social media platforms creating an outlier.
Premium Outlets are excluded from this count because all branded centers share the same social media platforms creating an outlier.
Entertainment and Lifestyle Centers exceeded the industry average number of followers for Q4 2012.
The average number of Twitter Followers for Entertainment Centers was 4,934, which is four times the
overall average for the industry.
Lifestyle Centers had the second highest average number of Twitter Followers but saw the highest
growth rate at 81%. Of centers that met the industry average, Time Warner-Shops, a property in New
York City, had the highest rate of growth at a 544% – adding 4,794 Followers between 2011 and 2012.
Regional Centers had the second highest growth rate at a 68%. Bal Harbour Shops topped the list of
Regional Centers with the most Twitter Followers – 12,430 at the end of 2012.
Super Regional Centers had an average of 827 Followers at the end of 2012. Mall of America, a Super
Regional property in Bloomington, Minnesota, had the highest number of Twitter Followers for the
center type at 20,310 – up 8,000 Followers from 2011. Opry Mills, a Super Regional property in
Nashville, Tennessee, had the highest year-over-year growth rate in this category (439%) between 2011
and 2012.
© 2013 Alexander Babbage, Inc. All Rights Reserved
www.alexanderbabbage.com
11
Shopping Center Social Media
End of Year Report Q4 2012
Average number of Twitter Followers per Center
827
684
558
455
Super Regional Centers
Q4 '12
Q2 '12
487
380
290
245
Regional Centers
Q4 '11
Q2 '11
Lifestyle Centers
978
1,313
1,930
2,380
Entertainment Centers
4,934
5,208
3,075
2,016
890
837
812
639
Value Centers
-
1,000
2,000
3,000
4,000
5,000
6,000
Industry Average = 1,124
Top 10 - Twitter Followers Growth
(by Centers who met or exceeded industry average for Twitter Followers)
Center
Type
Square
Feet
Twitter
Followers
Q4 ‘11
Twitter
Followers
Q4 ‘12
% change
Q4 ‘11 to
Q4 ‘12
Rank
Center Name
Management Company
1
Time Warner-Shops
Related Management Corp.
LC
348,200
882
5,676
544%
2
Opry Mills
Simon Property Group, Inc.
SR
1,166,379
1,539
8,290
439%
3
Bal Harbour Shops
Bal Harbour Shops
RC
520,000
2,581
12,430
382%
4
The Shops at Anaheim GardenWalk
Excel Realty Holdings, LLC
LC
450,000
6,352
29,558
365%
5
Crystals at CityCenter
MGM Mirage Retail
LC
500,000
2,635
8,278
214%
6
Plaza Las Americas
Plaza Las Americas, Inc.
SR
2180000
1,917
5,115
167%
7
Arundel Mills
Simon Property Group, Inc.
SR
1,293,286
1,167
3,009
158%
8
Aventura Mall
Turnberry Associates
SR
2,099,164
1,594
4,090
157%
9
The Cosmopolitan
3700 Associates, LLC
LC
300,000
43,579
108,423
149%
10
CityCentre
Midway Companies
LC
649,827
1,439
3,485
142%
Industry
Average
Q4 ‘11 = 644
© 2013 Alexander Babbage, Inc. All Rights Reserved
www.alexanderbabbage.com
Industry
Average
Q4 ‘12 = 1,124
12
Shopping Center Social Media
End of Year Report Q4 2012
Most of the Top 20 centers for the highest number of Twitter Followers in Q4 2012 also were on the list
in Q4 2011. Three centers made their way onto the list by the end of 2012. Bal Harbour Shops, Opry
Mills and Time Warner-Shops made their highest climbs from their positions in 2011.
Time Warner-Shops, a Lifestyle Center in New York City, had the highest jump by increasing the number
of followers six times since 2011, reaching 5,676 Followers (and moving from number 139 in 2011 to
number 19 on the Top 20 list in 2012). Featuring more than 40 specialty retailers and attracting affluent
shoppers, the shopping center uses its Twitter account in conjunction with “The Buzz,” a blog on their
main website and Facebook (cross linking their content on each platform). The center positions its
Twitter account as an entertainment feed, Tweeting about events at The Shops, promoting specials, and
engaging Followers with Twitpics of restaurants and clothiers on property.
Top 20 - Number of Twitter Followers
Center
Type
Square
Feet
Twitter
Followers
Q4 ‘11
Twitter
Followers
Q4 ‘12
3700 Associates, LLC
LC
300,000
43,579
108,423
The Grove
Caruso Affiliated
LC
575,000
25,219
49,415
8
The Shops at Anaheim GardenWalk
Excel Realty Holdings, LLC
LC
450,000
6352
29,558
4
3
Mall of America
Triple Five Corp.
SR
2,768,399
12,309
20,310
5
4
Universal CityWalk
Universal CityWalk
EC
400,000
9,350
17,999
6
6
Atlantic Station
North American Properties
EC
1,500,000
7,653
13,729
7
31
Bal Harbour Shops
Bal Harbour Shops
RC
520,000
2,581
12,430
8
5
Ala Moana Center
General Growth Properties, Inc.
SR
2100000
8,614
11,141
9
12
The Americana at Brand
Caruso Affiliated
RC
475,000
4,414
9,485
10
9
Patriot Place
Strategic Retail Advisors
LC
1,300,000
5,205
9,194
11
72
Opry Mills
Simon Property Group, Inc.
SR
1,166,379
1,539
8,290
12
29
Crystals at CityCenter
MGM Mirage Retail
LC
500,000
2,635
8,278
13
n/a
Gilbert Town Square*
Triple Five AZ Development Corp.
LC
500,000
n/a
8,187
14
7
Dana Park Village Square
Triple Five AZ Development Corp.
LC
400,000
7,611
7,757
15
11
NorthPark Center
NorthPark Management Company
SR
2,000,000
4,468
6,852
16
13
The Galleria
Simon Property Group, Inc.
SR
2,350,308
4,413
6,591
17
15
Winter Park Village
Casto
LC
522,000
3,624
6,151
18
10
Pearlridge Center
Glimcher Realty Trust
SR
1300000
5,025
6,034
19
139
Time Warner-Shops
Related Management Corp.
LC
348,200
882
5,676
20
17
Asbury Park
Madison Marquette
LC
400,000
3,322
5,528
Rank
Q4 ‘12
Rank
Q4 ‘11
Center Name
Management Company
1
1
The Cosmopolitan
2
2
3
* No Twitter account in Q4 2011
© 2013 Alexander Babbage, Inc. All Rights Reserved
www.alexanderbabbage.com
13
Shopping Center Social Media
End of Year Report Q4 2012
ENGAGEMENT
Though frequency and consistency is a crucial part of developing a Twitter audience, the content of
Tweets cannot be ignored. Creating content that is engaging, relevant and good quality are the most
important factors for attracting and retaining Followers on Twitter. The top centers with the highest
number of Twitter Followers are shown on the following page with the centers’ average number of
Tweets per day. Klout scores, a measure of influence in social media (more information available found
in the Appendix – Glossary of Terms), are shown as well to represent the effectiveness of those Tweets.
Depending on a center’s Twitter strategy, the numbers below represent either how well a center is
attracting new audiences or how well they are maintaining their current audience. Bal Harbor Shops,
The Shops at Anaheim GardenWalk and The Cosmopolitan had lower Klout scores, but these centers
also had the highest growth in Twitter Followers between 2011 and 2012 among those centers with the
highest number of Twitter Followers (see following page).
Mall of America and Atlantic Station had the highest Klout scores among those centers with the highest
number of Twitter Followers, but these centers also had slower growth rates – an indication that the
primary focus for these centers is maintaining Followers – not necessarily growing Followers. The Grove
represents a center that uses both strategies in tandem showing a high Klout score of 80 in 2012 as well
as a 96% increase in Twitter Followers between 2011 and 2012.
Higher Klout scores are achieved through the active engagement of Followers; therefore, it is possible to
have a high number of Followers, but a low Klout score. Conversely, it is possible to have a relatively
low number of Followers, but a high Klout score when Followers are actively engaged (replying,
commenting, retweeting, etc.)
© 2013 Alexander Babbage, Inc. All Rights Reserved
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14
Shopping Center Social Media
End of Year Report Q4 2012
Average Tweets per day
(among the Top 10 - Number of Twitter Followers)
120,000
35
108,423
30
100,000 30.1
25
80,000
20
60,000
49,415
40,000
29,558 9.7
20,310
6.2
20,000
16.1
4.2
17,999
4.6
15
7.8
13,729
12,430
11,141
9,485
3.6
3.7
The
The Grove The Shops at
Cosmopolitan
Anaheim
GardenWalk
72
80
56
Mall of
America
Universal
CityWalk
Atlantic
Station
Bal Harbour
Shops
84
63
83
77
Twitter Followers Q4 '12
10
5
9,194
2.3
0
Ala Moana
The
Patriot Place
Center
Americana at
Brand
66
78
56
Tweets per day Q4 '12
Growth of Twitter Followers
(among the Top 10 - Number of Twitter Followers)
Center Type
Twitter
Followers
Q4 '11
Twitter
Followers
Q4 '12
% change
2011 to 2012
Klout Score
Bal Harbour Shops
RC
2,581
12,430
382%
77
The Shops at Anaheim GardenWalk
LC
6,352
29,558
365%
53
The Cosmopolitan
LC
43,579
108,423
149%
72
The Americana at Brand
RC
4,414
9,485
115%
78
The Grove
LC
25,219
49,415
96%
80
Universal CityWalk
EC
9,350
17,999
93%
63
Atlantic Station
EC
7,653
13,729
79%
83
Patriot Place
LC
5,205
9,194
77%
56
Mall of America
SR
12,309
20,310
65%
84
Ala Moana Center
SR
8,614
11,141
29%
66
Center Name
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15
Shopping Center Social Media
End of Year Report Q4 2012
DEVELOPERS
Excluding Tanger Factory Outlet Centers (all centers are represented with one Facebook and one Twitter
account), developers with 100% of their shopping centers on Facebook in 2012 among management
companies with the highest number of centers were Macerich, Westfield Corporation, Glimcher Realty
Trust, Madison Marquette and The Pyramid Companies. Simon Property Group, Inc and General Growth
Properties came close with 96% and 95% respectively of centers on Facebook. Kimco Realty Corporation
and The Taubam Company had the most growth of centers joining Facebook between 2011 and 2012.
Glimcher Realty Trust (100%) had the most shopping centers with Twitter accounts in 2012. General
Growth Properties saw a decline of 15 shopping centers (-11% change) no longer using Twitter between
2011 and 2012 (Twitter urls not identified on shopping center homepage of website).
Management companies with the highest number of centers
Social Media Use
Management Company
Simon Property Group, Inc.
General Growth Properties, Inc.
CBL & Associates Properties, Inc.
Macerich
Westfield Corporation
Jones Lang LaSalle
Developers Diversified Realty
Pennsylvania R/E Investment Trust
Glimcher Realty Trust
Forest City Enterprises
The Taubman Company
Tanger Factory Outlet Centers, Inc
Kimco Realty Corporation
The Cafaro Company
Vornado Realty Trust
Inland
Westcor
CB Richard Ellis
Casto
Centro
RED Development
Madison Marquette
Mid-America Real Estate Group
The Pyramid Companies
Poag & McEwen Lifestyle Ctrs, LLC
Number
of centers
228
186
83
55
54
49
34
32
23
23
20
18
17
17
16
16
12
12
11
11
11
9
9
9
8
% with
Facebook
2011
95%
95%
46%
96%
100%
83%
35%
81%
100%
83%
29%
100%
6%
35%
13%
59%
92%
46%
36%
73%
75%
88%
11%
100%
71%
% with
Facebook
2012
96%
95%
52%
100%
100%
84%
26%
84%
100%
83%
80%
100%
24%
59%
25%
63%
92%
50%
36%
73%
91%
100%
11%
100%
88%
% change
2011 to
2012
1%
0%
13%
4%
0%
1%
-24%
4%
0%
0%
176%
0%
299%
68%
92%
6%
0%
9%
1%
0%
21%
14%
1%
0%
23%
© 2013 Alexander Babbage, Inc. All Rights Reserved
www.alexanderbabbage.com
% with
Twitter
2011
91%
93%
42%
96%
56%
61%
25%
58%
100%
83%
24%
100%
0%
0%
7%
19%
92%
36%
36%
9%
58%
75%
11%
63%
71%
% with
Twitter
2012
91%
83%
48%
98%
89%
67%
32%
53%
100%
83%
30%
100%
12%
6%
6%
25%
92%
42%
36%
18%
82%
89%
11%
75%
88%
% change
2011 to
2012
0%
-11%
15%
2%
59%
9%
29%
-8%
0%
0%
25%
0%
n/a
n/a
-11%
32%
0%
16%
1%
100%
41%
19%
1%
19%
23%
16
Shopping Center Social Media
End of Year Report Q4 2012
APPENDIX
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17
Shopping Center Social Media
End of Year Report Q4 2012
GLOSSARY OF TERMS
Center Type
Super Regional Center [SR] – 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 [RC] – 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 [LC] – 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 [VC] – A center that includes outlet tenants as well as superstores, catalog, retail clearing houses, offprice or discounters, and food vendors
Entertainment Center [EC] – 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.
Facebook Page – Pages are for businesses, organizations and brands to share their stories and connect with
1
people
Facebook Page Like – An action performed by Facebook members on a business, brand or product Page. Liking a
page allows the member to connect to the business, brand or product [formerly known as a Facebook “Fan”].
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
Instagram – A photosharing application on mobile devices
2
Klout – The Klout Score, a number between one and 100, is a representation of overall social media influence . It is
a calculated number based on online activity that allows us to report on a center’s ability to interact with and
influence those with whom they connect. Actions used to measure influence include Twitter re-tweets and
mentions; Facebook comments, wall posts, and likes, LinkedIn comments, likes; Foursquare tips, to-do’s, done; and
Google + comments, re-shares, +1 (a way to indicate your public stamp of approval on Google+)
Twitpic – An image uploaded to a user’s newsfeed on Twitter
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
Sources:
1
https://www.facebook.com/help/219443701509174/
2
http://klout.com/#/corp/what_is_klout
© 2013 Alexander Babbage, Inc. All Rights Reserved
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18
Shopping Center Social Media
End of Year Report Q4 2012
Management Company Affiliations
Management Company
Aggregated by
CBL & Associates Properties
CBL & Associates Properties, Inc. , CBL RM-Waco LLC
CB Richard Ellis
CB Richard Ellis, CBRE Louisville, CBRE/MEGA
Forest City
Forest City Enterprises, Forest City Commercial Management, Forest City
Management, Forest City Ratner Companies
General Growth Properties
General Growth Properties, Inc., c/o Grand Teton Mall
Inland
Inland Southwest Management, Inland American Retail Mgmt LLC, Inland
Commercial Property Mgmt, Inland Pacific Property Svcs LLC, Inland US
Management LLC, Inland Continental Property Mgmt.
RED Development
RED Development , RED Asset Management, Inc.
Simon Property Group
Simon Property Group, Inc., Simon Property Group (Chelsea), Kravco Simon
Company, Premium Outlets
The Pyramid Companies
The Pyramid Companies, c/o Aviation Mall
Vornado Realty Trust
Vornado Realty Trust , Vornado/Charles E. Smith
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19
Shopping Center Social Media
End of Year Report Q4 2012
400 Colony Square, 1201 Peachtree Street NE, Suite 500, Atlanta, GA 30309
Phone: (404) 961-7600
Fax: (404) 961-7601
www.alexanderbabbage.com
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20