up with the luxury brand to launch
one of the first co-branded geotarget-
ing campaigns on Facebook. They
spent $2,000 on ads and elevated
posts, one targeting Brazil, which gar-
nered 7,297 likes and 6,693 photo
clicks, and one geared to Colombia
and Mexico, which had 6,609 likes
and 13,578 photo clicks (all very big
numbers at the time), which pleased
Llopis. "We use analytics to judge our
successful posts and also to under-
stand why our posts were not success-
ful," Llopis said.
Indeed, perhaps the best way to
know whether a post is having any
impact is to first know the audience.
Who are the influencers and the
people engaging most with the pages?
What are the demographics of the au-
diences interacting on the social-media
channels of the competition? What
posts have been most popular? "In the
past, retailers were able to control the
message they put out," said McKeon.
"Now with social media, it is the con-
sumer who controls the message. If
you want to be successful on social me-
dia, you really need to be paying atten-
tion to analytics." S C T
N O V E M B E R 2 0 1 6 / S C T 43
Social-media use by centers larger than 300,000 square feet
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