American Express has announced its first Small Business Saturday this week on November 27 in an effort to simultaneously help small businesses and the U.S. economy — and its own public image — using Facebook as a central part of the campaign. The company is set to award registered American Express card holders a $25 credit for spending at least that amount at a local, independent business on Saturday. Thus far the Small Business Saturday Page has about 882,000 Likes.
The Facebook integration for this program is multi-faceted. First, the Small Business Saturday Facebook Pages is set up so that American Express will donate $1 for every new Like up to $1 million to Girls Inc., a non-profit working to help young women gain confidence.
Facebook users can share this information to their news stream. The landing page on Facebook takes a user to the American Express web site where the first 100,000 card holders can register their card on the American Express web site for the $25 credit. The Page seems to be set up so that, in the future, small businesses and American Express can continue to work together in similar ways.
This is evident in the fact that American Express is inviting business owners to sign up to receive a $100 Facebook advertising credit and that the company is billing this event as part of a “movement” to support small businesses. The Small Business Saturday Page is a place where would-be consumers can receive information on how to help small businesses; all this information is also being disseminated via Twitter.