"From a marketing standpoint, social media is one example of something Inland Western is continue to do to focus on marketing efforts," says Cherilyn Megill, VP of marketing for Inland Western. "Social media is becoming a lot more popular in communication with your customer base, and it's a very cost-effective way to communicate with your customers."

Last holiday season, one new tool for such efforts was launched - www.hollygreenguru.com, a savings and sustainability-focused blog. Fictional character Holly Green became the ambassador for the ideals, suggesting ways to practice a more sustainable lifestyle and sharing cost-effective and eco-friendly gift giving ideas. Holly Green also operates through a Facebook page, and people who friend her receive a free eco-friendly tote bag.

"We're probably on the leading edge of using social media in marketing," says Michael O'Hanlon, CEO and president of Inland Western. "We've spent time and effort and focus on this, and we have seen results in our properties. If you work with the community, it benefits the community and helps everybody, and I'm not sure anyone else we know of is doing this now."