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CONTACT SCBJ Kurt Batdorf, Editor kbatdorf@scbj.com

Everett Mall dives into Facebook with a fashion show

SCBJ staff

EVERETT — Social media erupted as the newest, best way for family and friends to connect and communicate, and now it has also evolved in to a vibrant, new and nearly necessary way for businesses to connect with consumers.

Hundreds of companies launch new Facebook fan pages each day, and only a few ever really take off. Everett Mall wanted to put their best “Facebook” forward by creating a plan inclusive of relevant, fresh and rewarding content before officially launching their site just a few months ago. The mall posted its first message April 12 of this year and now the page has more than 1,500 fans.

“Building a social network online is very similar to building a personal network offline,” said Julie Tennyson, marketing director of Everett Mall. “Initial connections in life and online will end just there if you don't build on them. There must be ongoing benefits to everyone in the network for it to remain viable.”

Tennyson kept this in mind when developing the Facebook content for Everett Mall.

Maintaining fans is done by providing valuable information that shoppers are looking for and rewarding fans for their loyalty. Everett Mall does so through a virtual gift card program and weekly prizes from the Facebook avatar hostess.

“What is Facebook without a face?” Tennyson asked. She “hired” Emma Everett to be the face of the mall's fan page. Each week, Emma shops the mall in search of her Favorite Finds Under $50, and then every Friday, she gives them away to a lucky fan. In addition, Emma sporadically posts virtual gift cards that fans can print and redeem at the mall for free gifts. Past items have included ice cream, candy and gift cards.

“It's vital to create posts that fans will want to read rather than simply scroll by,” Tennyson said. “In the same way Facebook saves us time sharing our news, it also can take up a lot time to stay current with all the family, friends and organizations we're connected to. I know if I can't see the benefit of reading someone's posts, I simply pass it by the next time.”

With every Everett Mall post, fans know they're getting something, whether it's a free gift or great piece of information that will help them out in some way, she said.

One recent promotion fans found on Everett Mall's Facebook page was an online fashion show. Through July 19, teen fans could enter the Identify Your Style Facebook Fashion Show on the “Call for Entries” post on the mall's wall. Ten finalists were selected to shop for and identify their individual styles. Their photos and style descriptions were posted in a Facebook album on the mall's page where fans can scrolled through like a fashion show, and then they voted on their favorite style. The style that receives the most votes won the model a $500 style spree.

“It's promotions like the Facebook Fashion Show that really invite our fans to be an active part of our page,” Tennyson said. “Everett Mall positions itself as a community shopping center, and while we love our website for sharing information, it's our fan page that really breathes life in to the community feel of our mall. It's our way of having a two-way conversation with our shoppers, and so far, we've being having a great conversation.”

Shoppers can connect with Everett Mall on Facebook at www.facebook.com/everettmall or at www.shopeverettmall.com.

Everett Mall is on Everett Mall Way and has approximately 100 shopping, dining, entertainment and service options including Regal Stadium 16 Cinemas, Famous Dave's, Macy's, Old Navy, Borders, Sears and LA Fitness.