Alexander Babbage_Shopping Center Industry Social Media Benchmark Year-E...

© 2012 Alexander Babbage, Inc. All Rights Reserved www.alexanderbabbage.com

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Shopping Center Social Media Year-End Report

Q4 2012

Shopping Center Social Media Year-End Report Q4 2012

© 2012 Alexander Babbage, Inc. All Rights Reserved 2 www.alexanderbabbage.com

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]

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.

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.



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.



SHOPPING CENTER SOCIAL MEDIA OVERVIEW

The Year-End 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 Year-End 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.

Center Type (300,000 square feet or larger) Q2 ‘11 Q4 ‘11 Q2 ‘12 Q4 ‘12

Super Regional Centers 429 429 429 429

Regional Centers 754 754 754 754

Lifestyle Centers 361 361 361 361

Entertainment Centers 16 16 16 16

Value Centers 83 83 83 83

Total Industry 1,643 1,643 1,643 1,643

Center Type Using Facebook

Q4 ‘11 Using Facebook

Q4 ‘12 Using Twitter

Q4 ‘11 Using Twitter

Q4 ‘12

Super Regional Centers 357 374 311 322

Regional Centers 441 480 339 359

Lifestyle Centers 215 234 170 185

Entertainment Centers 11 11 9 10

Value Centers 74 75 69 69

Total Industry 1,098 1,174 898 945

Number of Centers studied

Number of Centers studied using Facebook and Twitter



29%

38%

52% 54% 56%

63% 66% 67%

71% 71% 71%

27%

34%

42% 45% 46%

51% 54% 55% 57% 58% 58%

0%

20%

40%

60%

80%

100%

Q1 '10 Q2 '10 Q3 '10 Q4' 10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q2 '12 Q3 '12 Q4 '12

Facebook

Twitter

0%

20%

40%

60%

80%

100%

Facebook Twitter

Q4 '11

Q4 '12

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

Percent change in Shopping Center Facebook and Twitter Use

6% 5%



0%

20%

40%

60%

80%

100%

Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q2 '12 Q3 '12 Q4 '12

Super Regional Centers Regional Centers Lifestyle Centers Entertainment Centers Value Centers Industry Average

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.

Center Type Q2 ‘11 Q4 ‘11 Q2 ‘12 Q4 ‘12

Percent change

Q4 ‘11 to Q4 ‘12

Super Regional Centers 78% 83% 88% 88% 6%

Regional Centers 54% 59% 64% 64% 9%

Lifestyle Centers 56% 60% 63% 66% 10%

Entertainment Centers 69% 69% 69% 69% 0%

Value Centers 37% 89% 90% 90% 2%

Industry Average 63% 67% 71% 71% 7%

Percent of Centers using Facebook by Center Type



* 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.

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.

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.

Center Type Q2 ‘11 Q4 ‘11 Q2 ‘12 Q4 ‘12

Percent change

Q4 ‘11 to Q4 ‘12

Super Regional Centers 5,175 7,412 11,522 15,062 103%

Regional Centers 1,606 2,480 4,008 5,560 124%

Lifestyle Centers 3,475 4,566 6,190 7,674 68%

Entertainment Centers 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%

Percent Change - Average Number of Facebook Page Likes



Average number of Facebook Page Likes per Center

Top 10 - Facebook Page Likes Growth (by Centers who met or exceeded industry average for Facebook Page Likes)

3,551

11,275

3,475

1,606

5,175

6,145

18,698

4,566

2,480

7,412

6,206

33,885

6,190

4,008

11,522

7,836

43,049

7,674

5,560

15,062

- 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000

Value Centers

Entertainment Centers

Lifestyle Centers

Regional Centers

Super Regional CentersQ4 '12

Q2 '12

Q4 '11

Q2 '11

Industry Average = 10,329

Rank Center Name Management Company Center

Type Square

Feet

Facebook Likes

Q4 ‘11

Facebook Likes

Q4 ‘12

% change Q4 ‘11 to

Q4 ‘12

1 Bal Harbour Shops Bal Harbour Shops RC 520,000 6,339 55,372 774%

2 Westfield West Covina Westfield Corporation SR 1,185,065 9,072 50,756 459%

3 Westfield UTC Westfield Corporation SR 1,064,752 10,446 51,715 395%

4 Westfield Topanga Westfield Corporation SR 1,438,874 11,206 50,642 352%

5 Woodfield Mall The Taubman Company SR 2,224,000 11,973 52,702 340%

6 Glendale Galleria General Growth Properties, Inc. LC 1,500,000 4,942 21,669 338%

7 Downtown Disney Walt Disney Company EC 300,000 17,644 74,394 322%

8 The Tucson Mall General Growth Properties, Inc. SR 1,310,000 7,295 28,101 285%

9 Memorial City Mall Memorial City Mall, L.P. SR 1,700,000 17,157 65,121 280%

10 Fayette Mall CBL & Associates Properties, Inc. SR 1,428,091 8,057 30,289 276%

Industry

Average

Q4 ‘12 = 10,329

Industry

Average

Q4 ‘11 = 4,895



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.

Rank Q4 ‘12

Rank Q4 ‘11 Center Name Management Company Center Type Square Feet

Facebook Likes

Q4 ‘11

Facebook Likes

Q4 ‘12

1 2 Plaza Las Americas Plaza Las Americas, Inc. SR 2,174,000 203,085 432,874

2 1 Mall of America Triple Five Corp. SR 4,200,000 306,700 421,151

3 7 Universal CityWalk Universal CityWalk EC 400,000 48,308 160,983

4 4 The Cosmopolitan 3700 Associates, LLC LC 300,000 62,210 124,810

5 8 Westfield Valley Fair Westfield Corporation SR 1,477,679 46,948 102,728

6 3 King of Prussia Mall Kravco Simon Company SR 2,690,922 68,666 85,653

7 6 The Galleria Simon Property Group, Inc. SR 2,221,000 56,626 85,411

8 5 Westfield Garden State Plaza Westfield Corporation SR 2,128,402 59,833 80,943

9 44 Downtown Disney Walt Disney Company EC 300,000 17,644 74,394

10 27 Ontario Mills Simon Property Group, Inc. SR 1,365,440 21,741 67,972

11 23 Westfield Fox Hills Westfield Corporation RC 1,059,699 22,960 67,534

12 49 Memorial City Mall Memorial City Mall, L.P. SR 1,700,000 17,157 65,121

13 9 The Grove Caruso Affiliated LC 575,000 34,906 62,183

14 16 Opry Mills Simon Property Group, Inc. SR 1,166,379 27,575 59,338

15 12 Broadway at the Beach Burroughs & Chapin Co Inc EC 700,000 31,703 56,349

16 11 Seminole Paradise The Cordish Company EC 350,000 33,530 55,708

17 25 Florida Mall Simon Property Group, Inc. SR 1,769,207 22,055 55,603

18 200 Bal Harbour Shops Bal Harbour Shops RC 520,000 6,339 55,372

19 10 Aventura Mall Turnberry Associates SR 2,099,768 33,577 53,126

20 77 Woodfield Mall The Taubman Company SR 2,224,000 11,973 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.

Top 20 - Number of Facebook Page Likes



0%

20%

40%

60%

80%

100%

Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q2 '12 Q3 '12 Q4 '12

Super Regional Centers Regional Centers Lifestyle Centers Entertainment Centers Value Centers Industry Average

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.

Center Type Q2 ‘11 Q4 ‘11 Q2 ‘12 Q4 ‘12

Percent change

Q4 ‘11 to Q4 ‘12

Super Regional Centers 68% 73% 76% 76% 5%

Regional Centers 42% 45% 47% 48% 7%

Lifestyle Centers 44% 47% 50% 51% 9%

Entertainment Centers 56% 56% 56% 56% 0%

Value Centers 81% 83% 83% 83% 0%

Industry Average 51% 55% 57% 58% 5%

Percent of Centers on Twitter by Center Type



* 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.

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).

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.

Center Type Q2 ‘11 Q4 ‘11 Q2 ‘12 Q4 ‘12

Percent change

Q4 ‘11 to Q4 ‘12

Super Regional Centers 455 558 684 827 48%

Regional Centers 245 290 380 487 68%

Lifestyle Centers 978 1,313 1,930 2,380 81%

Entertainment Centers 2,016 3,075 5,208 4,934 60%

Value Centers* 639 812 837 890 10%

Industry Average 504 644 871 1,124 75%

Percent Change - Average Number of Twitter Followers



Average number of Twitter Followers per Center

Industry

Average

Q4 ‘11 = 644

Industry

Average

Q4 ‘12 = 1,124

639

2,016

978

245

455

812

3,075

1,313

290

558

837

5,208

1,930

380

684

890

4,934

2,380

487

827

- 1,000 2,000 3,000 4,000 5,000 6,000

Value Centers

Entertainment Centers

Lifestyle Centers

Regional Centers

Super Regional CentersQ4 '12

Q2 '12

Q4 '11

Q2 '11

Rank Center Name Management Company Center

Type Square

Feet

Twitter Followers

Q4 ‘11

Twitter Followers

Q4 ‘12

% change Q4 ‘11 to

Q4 ‘12

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 = 1,124

Top 10 - Twitter Followers Growth (by Centers who met or exceeded industry average for Twitter Followers)



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.

Rank Q4 ‘12

Rank Q4 ‘11 Center Name Management Company

Center Type

Square Feet

Twitter Followers

Q4 ‘11

Twitter Followers

Q4 ‘12

1 1 The Cosmopolitan 3700 Associates, LLC LC 300,000 43,579 108,423

2 2 The Grove Caruso Affiliated LC 575,000 25,219 49,415

3 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

Top 20 - Number of Twitter Followers

* No Twitter account in Q4 2011



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.)



108,423 49,415 29,558 20,310 17,999 13,729 12,430 11,141 9,485 9,194

30.1

6.2 4.2

9.7

4.6

16.1

3.6

7.8

3.7 2.3

0

5

10

15

20

25

30

35

-

20,000

40,000

60,000

80,000

100,000

120,000

TheCosmopolitan

The Grove The Shops atAnaheim

GardenWalk

Mall ofAmerica

UniversalCityWalk

AtlanticStation

Bal HarbourShops

Ala MoanaCenter

TheAmericana at

Brand

Patriot Place

Twitter Followers Q4 '12 Tweets per day Q4 '12

Center Name 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

72 80 56 84 63 83 77 66 78 56

Average Tweets per day (among the Top 10 - Number of Twitter Followers)

Growth of Twitter Followers (among the Top 10 - Number of Twitter Followers)



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 Company Number

of centers

% with Facebook

2011

% with Facebook

2012

% change 2011 to

2012

% with Twitter

2011

% with Twitter

2012

% change 2011 to

2012

Simon Property Group, Inc. 228 95% 96% 1% 91% 91% 0%

General Growth Properties, Inc. 186 95% 95% 0% 93% 83% -11%

CBL & Associates Properties, Inc. 83 46% 52% 13% 42% 48% 15%

Macerich 55 96% 100% 4% 96% 98% 2%

Westfield Corporation 54 100% 100% 0% 56% 89% 59%

Jones Lang LaSalle 49 83% 84% 1% 61% 67% 9%

Developers Diversified Realty 34 35% 26% -24% 25% 32% 29%

Pennsylvania R/E Investment Trust 32 81% 84% 4% 58% 53% -8%

Glimcher Realty Trust 23 100% 100% 0% 100% 100% 0%

Forest City Enterprises 23 83% 83% 0% 83% 83% 0%

The Taubman Company 20 29% 80% 176% 24% 30% 25%

Tanger Factory Outlet Centers, Inc 18 100% 100% 0% 100% 100% 0%

Kimco Realty Corporation 17 6% 24% 299% 0% 12% n/a

The Cafaro Company 17 35% 59% 68% 0% 6% n/a

Vornado Realty Trust 16 13% 25% 92% 7% 6% -11%

Inland 16 59% 63% 6% 19% 25% 32%

Westcor 12 92% 92% 0% 92% 92% 0%

CB Richard Ellis 12 46% 50% 9% 36% 42% 16%

Casto 11 36% 36% 1% 36% 36% 1%

Centro 11 73% 73% 0% 9% 18% 100%

RED Development 11 75% 91% 21% 58% 82% 41%

Madison Marquette 9 88% 100% 14% 75% 89% 19%

Mid-America Real Estate Group 9 11% 11% 1% 11% 11% 1%

The Pyramid Companies 9 100% 100% 0% 63% 75% 19%

Poag & McEwen Lifestyle Ctrs, LLC 8 71% 88% 23% 71% 88% 23%

Management companies with the highest number of centers Social Media Use



APPENDIX



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, off-

price 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

people1

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

Klout – The Klout Score, a number between one and 100, is a representation of overall social media influence2. 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/ 2http://klout.com/#/corp/what_is_klout



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

Management Company Affiliations



400 Colony Square, 1201 Peachtree Street NE, Suite 500, Atlanta, GA 30309 Phone: (404) 961-7600 Fax: (404) 961-7601 www.alexanderbabbage.com

Alexander Babbage_Shopping Center Industry Social Media Benchmark Year-E...

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