Last April, Westfield Southgate partnered with the Child Protection Center and Junior League to raise awareness about child abuse. The HuB marketing company produced a video promoting the cause on Facebook, and Westfield pledged to donate one dollar to CPC for every "like" received during the month of April. Word spread quickly; within 48 hours, the mall gained more than 1,000 new fans. Sam Davidson, of Westfield says that kind of partnership is central to his social media strategy. "By finding ways to tie our brand in with timely events and trends," says Davidson, "we have been able to consistently keep our Facebook page relevant and fresh." This month, Westfield’s Facebook focus is on Give With Purpose, an effort with the Gulf Coast Community Foundation to promote charitable giving during the holidays.