2011 Best of the Web Awards: Community/Social Networking
Greer Jonas
Thursday, April 7, 2011
.gif) Cosmopolitan – Global Fun Fearless Female
 When your magazine touches 77 million women worldwide through 60 editions in 100 countries, you know you have enormous user base just waiting to speak up and speak out. Cosmopolitan raised the bar on user-generated content and its creation applications with the landmark Global Fun Fearless Female campaign. The readers become the advertisement and promotion for the brand in this massive mobilization of the Cosmo Girl. Readers around the globe are being encouraged to upload photos of themselves to Cosmo, assets that the magazine uses on everything from taxicabs to Times Square billboards. In the first month over 15,000 women sent their photos, and the magazine has increased its Facebook “likes” more than 40%, to over 700,000. The campaign aimed to raise the brand profile for readers and clients, offering Web sites to both consumers and advertisers. From a Time Square kick-off in September (taking over the American Eagle billboards) to international, cross-media deployments in 60 editions and even Cosmo radio programming, this is itself a fearless example of leveraging digital community in service of a brand.
Honorable Mentions
CafeMom – CafeMom.com, Serving Up Happier Moms
CafeMom has always defined community as content, but in 2010 the site led the way to the next stage of its evolution with The Stir blog of a dozen new articles a day and a new integration of games with community discussions.
Condé Nast – Brides.com on Facebook
Brides.com brought Facebook involvement to a new level in 2010 by making its social network presence a true publishing platform where readers interacted with editors to get advice on their plans and could experience the brand’s content in a new way. At the same time they recruited real brand advocates that helped drive awareness and traffic.
Entertainment Weekly – EW on Facebook, Twitter, Tumblr and Live Blogs
EW went where the social action was in 2010. The brand used its Facebook connection to gather user-generated Glee content. Its Twitter stream drew 1.5 million subscribers by peeking inside the editor’s room, and two new Tumblr blogs reached out to the most tech savvy segment of the EW audience.
Reader's Digest Association Inc. – Taste of Home pushes for 100,000 Facebook fans and gets so many more
In 2010 Taste of Home started treating Facebook as a publishing platform, pushing recipes, comment requests and fresh insights to the page. The brand was rewarded with 140,000 readers, a 600% growth in fans and 466% increase in site referrals from the social network.
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