How do you bring an international brand to the U.S., open more than 170 stores in a credit crisis, win loyal customers for repeat business across North America, and earn the No. 1 Zagat rating in today’s economy? Be likeable.

That’s what Dan Kim, Red Mango, Inc. founder and chief concept officer, will discuss as a featured speaker at the first annual Likeable U Awards: Creating a More Likeable World. The even takes place during Internet Week (IWNY) on May 15 at the Desmond Tutu Center in New York City.

“Social Media Beyond the Buzz,” the theme of the meeting, is a hot topic for Kim, who credits Facebook, Twitter, Instagram, Pinterest, and more for facilitating a dialogue between Red Mango and consumers that has resulted in an international franchising success story.

With more than 500,000 Red Mango followers on social media channels, Kim will discuss the importance of pictures in building social media relationships with the Likeable U crowd.

“Social media is our direct lifeline to our consumers,” Kim says, who opened the first Red Mango store in the U.S. in 2007 and continues to expand the brand across the Americas. “I want Red Mango customers to feel that they can directly contact me and have a say in our products. Images are also an important aspect of social media. Giving fans a visual allows for great feedback.”

Contradicting the idea that big brands need big advertising dollars to establish themselves, Red Mango has fostered a grassroots connection with its audience through social media and brick-and-mortar locations, letting its healthy products support the slogan to “Treat Yourself Well.”