2013 Social Media Icon Awards: LinkedIn

Winner: Hilton Worldwide - Zero to 81,000+ | Leveraging LinkedIn to Build an Online Voice for Hilton Worldwide

While Hilton Hotels is a hospitality giant—stretching across 24 times zones with 10 distinctive brands—in July 2011, Hilton Worldwide had no official corporate voice online, aside from a simple six-page website, the company's online voice and digital footprint was virtually extinct. It was time to build a corporate online voice, and social media would play a key role in that strategy, with LinkedIn a vital component.

Hilton Worldwide was one of the first companies to use the company status updates, cover photos, product pages and other LinkedIn enhancements as they are rolled out to the LinkedIn community. One of the largest contributors to its page's growth and engagement is the use of the company status updates that LinkedIn representatives themselves use as best-practice example when speaking with other companies. Content strategy for LinkedIn includes: company news; facts and information from a variety of corporate departments and Hilton Worldwide brands; team member success stories; cross-posts of relevant content from other social media channels; Twitter chats hosted by Hilton Worldwide subject matter experts; relevant trends in the travel industry from top-tier media and influential bloggers; and thought leadership pieces from company executives.

In the 18 months that the official company page has been active, the page has attracted more than 81,700 followers and continues to grow by 1,000 members per week. —Scott Van Camp

Honorable Mentions:

·      American Institute of Certified Public Accountants - AICPA Group

·      FMC Technologies - Branding and Recruitment Campaign

·      Richardson Sales Training - Verifiable Outcomes

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