2013 SOCIAL MEDIA ICON AWARDS – Winners and Honorable Mentions


  • Best Social Media Team: Devils Arena EntertainmentIn the last couple of years, Will Carafello, director of digital marketing for the Devils, led his team of Devils Army volunteers to social media victory, if not the Stanley Cup, with 400% growth in Twitter followers and a 350% increase in Facebook likes.
  • Best Social Media Team: RaytheonIn 2012, Corinne Kovalsky, director of digital and social media, bulked up her team to 10 fully dedicated digital and social media staffers, launching tweetups and a Black Marble image of the Earth that led to an 82% increase in Twitter followers in a 12-month period.
  • Best App: APCO Worldwide - Shot@Life CampaignDesigned to build awareness about the United Nations’ Shot@Life Campaign to decrease vaccine-preventable childhood deaths worldwide, the free Shot@Life mobile app developed by partner APCO Worldwide helps parents tell the story of their child's first steps—of all kinds—by capturing photos and chronicling moments with a milestone tracker.
  • Corporate Blog: Walmart - Walmart Green Room: Creating a Sustainable ConversationTo counter accusations of greenwashing and shift the conversation about its sustainability efforts among third-party influencers, Walmart launched the Green Room blog, which has enjoyed a 614% traffic surge thanks to positive media positive media coverage.
  • Crisis Management Campaign: Weber Shandwick - “Like This”: American Airlines Responds Socially to Alec Baldwin IncidentWhen Alec Baldwin refused to turn off his mobile device on an American Airlines flight that was about to take off and was given the boot, he immediately began venting on Twitter, and American and Weber Shandwick took to Twitter as well, in a somewhat calmer mode.
  • Crisis Management Campaign: San Diego Gas & Electric - The calm AFTER the stormWhen nearly 7 million people across two states and northern Baja California, Mexico, lost power, San Diego Gas & Electric activated its Emergency Operations Center and within minutes, the first of 123 Twitter messages was sent, with a primary focus on public safety.
  • Facebook: Community/Engagement: Taco BellTaco Bell's Facebook fan count increased by nearly 25% after the launch of Live Mas, and it now has an army of 10 million fans.
  • Facebook: Community/Engagement: U.S. Department of Veterans Affairs - Make the ConnectionThe U.S. Department of Veterans Affairs’ Make the Connection Facebook page is the fastest-growing Facebook page in the military or government spheres to date.
  • Facebook: Contest/Games: Weber Shandwick - Frigidaire Time MachineTo reinforce the time-saving message of the Frigidaire appliances, the brand created The Frigidaire Time Machine app, which encouraged consumers to enter which tasks took up most of their time during the holiday season for a chance to win big ticket items from Frigidaire.
  • Facebook: Marketing Campaign (Budget Under $10K): CarMD.com Corp. - CarlMD Facebook Fans & Friends ContestTo reach the goal of doubling its Facebook fan base in one month, CarMD launched a sweepstakes on Facebook that offered as a prize an Apple iPad2—leading to a 206% increase in its fan base.
  • Facebook: Marketing Campaign (Budget Over $10K): Elsevier – Med Student Survival GuideTo help medical students get their hands around the voluminous amount of information they need to absorb, Elsevier created the Med Student Survival Guide Facebook page, which has garnered 30,000 fans and nearly 28,5000 new page “likes.”
  • Facebook: Marketing Campaign (Budget Over $10K): Southern California Edison - Millionth Fridge CampaignSouthern California Edison was able to shed light on a 20-year-old recycling program by creating a Facebook marketing campaign celebrating the utility’s 1 million milestone of recycled fridges and freezers.
  • Facebook PR Campaign (B2B or Nonprofit): American Traffic Solutions  - ATS Uses Facebook to Build Brand PresenceA Facebook ad campaign, supported by various PR efforts, helped American Traffic Solutions to surpass its goal of generating 20,000 “likes” on its Facebook page in less than a year.
  • Facebook: PR Campaign (Consumer):  Weber Shandwick - CLEAR Scalp & Hair Beauty Therapy LaunchBy creating a Facebook page tying hair care to an active nightlife, Weber Shandwick helped Unilever’s Clear Scalp & Hair Therapy product line to cut through the clutter of the crowded hair-care market, attracting 420,000 Facebook fans to date.
  • Facebook: Social Good Campaign: Jiffy Lube International – Deploying a Facebook tab chock-full of shareable content, Jiffy Lube was able to leverage the social platform to help raise more than $1 million for the Muscular Dystrophy Association.
  • Facebook: Use of Video: Navy Federal CU - 4 Million Members 4 Million Stories-Member AppreciationTo celebrate the 4 million-member milestone Navy Federal CU launched a Facebook video campaign inviting members to tell their stories on video and vote for their favorite video, resulting in 60,000 new members.
  • Games: SELF Magazine - SELF Workout in the Park Social GameSELF has been able to stretch its branding efforts via the SELF Workout in the Park Social Game, which weds working out to the social Web and has been downloaded more than 25,000 times.
  • Individual Blog: Cohn &Wolfe - The Experience Effect: Cohn & Wolfe’s Jim Joseph Breaks Down MarketingWith a laser-like focus on brands that are doing PR and marketing right (and wrong), Jim Joseph’s “The Experience Effect” blog attracts more than 7,000 monthly visitors, with readership up 21% within the last year.
  • Infographic: NASDAQ OMX - NASDAQ Economic Infograph ReportsNASDAQ turned government economic reports into a series of easy-to-understand infographics that, in turn, brought in more than 13,000 new fans to NASDAQ OMX’s Facebook page.
  • Instagram: Best Contest: National Geographic Channel - The Untamed Americas Photo ContestNational Geographic Channels invited fellow travelers, explorers and photographers to showcase the beauty in their own backyards in an Instagram contest to promote its Untamed Americas series; over 6,900 photos were submitted with the hashtag #UntamedAmericas in just over five weeks.
  • Instagram: PR Campaign: Neiman - Temple MadeTo help Temple University attract more applicants, Neiman reached out to current students, faculty, staff and alumni to share candid photos that illustrated life at Temple on Instagram with the hashtag #TempleMade, boosting Web traffic from prospective students by 36% within a month.
  • LinkedIn: Hilton Worldwide - Zero to 81,000+ | Leveraging LinkedIn to Build an Online Voice for Hilton WorldwideWith a comprehensive content strategy in place, in less than two years Hilton Worldwide’s LinkedIn page has attracted more than 81,700 followers and continues to grow by 1,000 members per week.
  • Pinterest: EPIX - EPIX Looks Great on PinterestUsing its library of 30,000 stills to its fullest, EPIX’s Pinterest boards have driven thousands of clicks back to its website and attracted impressive press coverage.
  • Pinterest: Elizabeth Arden - Revolutionizing Social Good: #PinItToGiveIt with Elizabeth ArdenWith the mission to empower women with cancer by providing them with products to help them look good and feel better, the #PinItToGiveIt campaign resulted in 7,000 total repins and 350,000 Pinterest impressions.
  • Technology: Simply Measured - Bringing Social Media Analytics to LifeSimply Measured’s ability to assess what content is truly making an impact through easy, digestible data visualization has made believers out of clients such as American Express, AOL, Billboard, Microsoft and Samsung.
  • Twitter: Best Tweet Content: Huge - Clever Content Makes Huge a Twitter Thought LeaderSeeking to establish itself as its own social media success story for its clients, digital agency added value for its Twitter followers by both informing and entertaining them, and nearly doubled its Twitter followers in a 12-month time span.
  • Twitter: Best Use of Hashtags: Grand Ole Opry - #Love4LorettaTo a celebrate the 50th anniversary of Loretta Lynn’s membership in the Grand Ole Opry, the #Love4Loretta hashtag was tweeted by both the public and the cream of the country music crop, to the tune of reaching 3.9 million Twitter users.
  • Twitter: Growth Spurt: Kronos - Kronos Grows Twitter Following by 406% in One YearWorkforce management solutions company Kronos used compelling content, infographics and video, podcasts and tweet chats to increase its Twitter reach from 2,000 followers to 11,000 followers in one year.
  • Twitter: Marketing Campaign: National Geographic Channel - Chasing UFOs, The Wow! ReplyTo promote “Chasing UFOs,” National Geographic Channel crowdsourced an @reply to the Wow! Signal and beamed it into outer space. Call it the cosmic tweet.
  • Twitter: Most Engaged Followers: AEG Sports - 2012 Stanley Cup PlayoffsThe L.A. Kings were the kings of social media during the 2012 Stanley Cup playoffs, with 1.4 million @LAKings mentions—800,000 more than the any other Stanley Cup playoff team.
  • Twitter: PR Campaign: Academy of Country Music - 2012 ACM AwardsIn lieu of a traditional press conference, the Academy of Country Music hosted the first-ever digital press conference for an awards show nomination slate—on a $0 budget—that reached 14.2 million Twitter accounts.
  • Twitter: Promoted Tweet Campaign: United Nations Foundation - #RioPlusSocialThe UN Foundation’s #RioPlusSocial promoted tweet campaign was so successful that Twitter itself used it for a case study of a nonprofit organization leveraging paid Twitter products.
  • Twitter: Social Good Campaign: #GivingTuesday Communications Team - #Giving TuesdayMore than 50 million people worldwide spread the word about philanthropy using the #GivingTuesday hashtag on Nov. 27, 2012, resulting in milestone trending on Twitter, and media coverage reaching all 50 U.S. states.
  • Use of Google+ : Roush Fenway Racing - RFR Google+ DriveRoush Fenway Racing was able to exceed its goal of 1 million Google+ fans in just 10 days via a 5-Driver Google Hangout that was broadcast live to fans at Daytona.
  • YouTube: Individual Video or Channel: Guthy-Renker - Proactiv Premium YouTube ChannelProactiv’s Premium YouTube channel features engaging, candid content starring Justin Bieber and has earned more than 10 million video views and 11,000 channel subscribers.
  • YouTube Marketing Campaign: PHD - Abreva Conceal LaunchTo launch Abreva Conceal, a product designed to cover a cold sore while it heals, Abreva selected vlogger influencers to test the product and create videos demonstrating the product with their own personal tips and tricks.
  • YouTube: PR and/or Viral Campaign: YTM – Nestles’ Hot Pockets A remix of Snoop Dogg's "Drop It Like It's Hot" plus YTM's video syndication process led to 6.7 million views on YouTube for a Hot Pockets video and coverage in Forbes and The New York Times.



1PR News on Wednesday celebrated social media in public relations during PR News' Social Media Icon Awards Luncheon at the Grand Hyatt in New York City. The winners and honorable mentions of this inaugural program celebrated their successes in social channels before more than 200 communications executives. Chatter flowed on the #prawards hashtag on Twitter, and even some Vine videos were made during the festivities.

Jonathan Perelman, VP of Agency Strategy and Development, BuzzFeedDaniel Wordsworth, delivered the luncheon’s Keynote address, focusing on the importance of shared content in his speech, titled  "Shareable Content Is Just the Beginning."

Notable winners included Jim Joesph, president of Cohn & Wolfe North America, who was named Best Individual Blogger, and Devils Arena Entertainment and Raytheon, which both took home the Best Social Media Team award.

View the Full List of Winners and Honorable Mentions.