2011 Social media Marketing Awards: Facebook

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Publisher: Cygnus Business Media
Program: Operation Engagement
Why we chose it: Firefighters and emergency medical service (EMS) professionals frequently put their lives on the line to save others. To say they're a tight-knit group is an understatement. is keenly focused on the needs of this dedicated group of professionals. Its 75,000-circulation magazine, website and events business are leaders in the fire and EMS industry, but until last year its community-building efforts had lagged. turned to Facebook to invigorate the conversation. Last fall, editors debuted Operation Engagement, a focused initiative to create conversations with the large population of firefighters on Facebook. The payoff was quick. The number of “likes” for's Facebook page more than doubled in six months and today approaches 120,000. Publisher Cygnus Business Media expects its success to pay off in the form of new subscribers, website traffic and qualified attendees at the company's line of events.

Runner-up: American Society of Mechanical Engineers (ASME)

Program: ASME's FutureME
Agency: Stein Rogan+Partners, New York
Why we chose it: An important goal of the American Society of Mechanical Engineers (ASME) is to recruit bright young people into the field, and for a recent campaign it cast its line where the fish are: Facebook. A revitalized ASME recruiting page on Facebook was paired with a microsite called FutureME. The microsite features guidance, job opportunities and advice on careers in mechanical engineering. The Facebook page uses multiple social platforms, including YouTube, Twitter and Flickr, to deliver images of energetic, motivated teens and young adults enjoying competition, camaraderie and success. Stein Rogan continually aggregated content from ASME, industry influencers and media outlets to keep it fresh. Visitors responded by growing “likes” by 46% in just three months, to more than 10,000. Monthly use of the Facebook page shot up by 300%, and Facebook now drives 25% of all traffic to the FutureME microsite.

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