Shopping Centers Today

NOV 2016

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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40 S C T / N O V E M B E R 2 0 1 6 already built up a substantial number of fans." The page's popularity proved to that shopping center the importance of having a Facebook presence; this en- couraged its jump into the Facebook world much sooner than that of most of the shopping centers in the survey. But in March executives at Plaza Las Américas, like those at many other shopping centers, realized that the rules of engagement had changed once again. They concluded that the mall's Face- book tone had become too one-sided and promotional. "We were posting messages more than we were having conversations with our followers," said Anamari Caratini, a public-relations representative for Plaza Las Américas. "People were 'unliking' our page — they were turned off by seeing too many of- fers from our retailers." The shopping center changed strate- gies and issued a memo to tenants ex- plaining that the majority of the center's promotions and sales announcements would now be posted on its website in- stead. The center's media channels were now going to be used mostly for direct engagement and conversations, with an emphasis on mall-and-customer- generated photo content. "We wanted to create a social space where our posts and pictures matched the mood you felt when you were walking in our mall," Cuevos said. The mall's most-shared posts thus far include a Facebook photo of twin Godiva chocolate ice-cream cones (in honor of World Chocolate Top 25 centers by social-media activity S O U R C E : A L E X A N D E R B A B B A G E F E A T U R E

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