Center Social Launches to Provide Market Research for Shopping Center Social Media Programs

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Debuts with Sponsorship by Alexander Babbage and Madison Marquette

Center Social: Market Research for Shopping Center Social Media Programs

A mission to collect and share best practices and market research on the use of social media by shopping centers

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Center Social announced its launch today with a mission to collect and share best practices and market research on the use of social media by shopping centers. Center Social is being sponsored by Alexander Babbage, a leading market and consumer research company, and Madison Marquette, an investor and operator of retail real estate.

"We know social media is a powerful tool for communicating with consumers, and we are working to quantify its value and maximize its utility," said Alan McKeon, President of Atlanta-based Alexander Babbage. "Our sponsorship of Center Social is part of our commitment to inform and enlighten the dialogue surrounding these unanswered questions."

Center Social includes reports, case studies, presentations and best practices related to the use of social media in the shopping center industry. Additional features and content will be added in the months ahead.

Alexander Babbage recently released a benchmarking study that examined the use of social media by shopping centers in the United States. The findings included:

  •      1 out of 4 shopping centers in the United States that are larger than 300,000 square feet have a website and a Facebook page while 3 out of 4 have at least a website.
  •      Entertainment Centers are most likely to have a Facebook page while Lifestyle Centers are the least likely.
  •      Among centers with Facebook pages, the average number of Facebook "Fans" or people who "like" the page is 1,244.

The full Q2 2010 report from Alexander Babbage, Shopping Center Social Media: Who's Doing What? is available for download at CenterSocial.com. Alexander Babbage will release an updated report on the use of social media in the shopping center industry later this month.

"Social media sites such as Facebook, Twitter and FourSquare are powerful tools that as an industry we are just beginning to understand how to use," said Kurt Ivey, Senior Vice President of Corporate Communications and Marketing of Madison Marquette. "Our sponsorship of Center Social is aimed at leveraging the experience and best practices of the entire industry to better understand how we can all use social media to increase consumer spending at a time when economic realities continue to challenge our centers."

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