Malls don't just want your business, they want you to be social with them and interact. The humongous Mall of America has more than 100,000 people who've clicked to "like" it on Facebook. This is a busy Facebook account, with lots of wall posts, info, even a special surprise on the "exclusive" tab. And the mall asks for e-mail addresses to join its mailing list. Two tweeters manage its Twitter account, which has nearly 4,000 followers.
The Hanes Mall in Winston Salem, NC, welcomes Facebook fans with a colorful splash screen and links to coupons, Twitter, etc. It puts its e-newsletter signup right on the welcome page to encourage participation. Although its Twitter account is not as active as Mall of America's, I like that this mall's web site has a "coupons" page for bargain hunters.
Oakbrook Center (Illinois) is currently gearing up its social media strategy. Its Facebook page isn't active as of today, but it's started to tweet and, even better, it links to Yelp so shoppers can get unbiased peer reviews of its stores, a smart move.
The International Council of Shopping Centers, the industry group for malls, is represented on Facebook and Twitter, as well.