Social Media Marekting Awards: Cisco Systems

Facebook: Runner-up

Program: SuperFan

Why we liked it: With a quarter-million fans, Cisco Systems' Facebook page is a shining example of how b2b companies can use the world's largest social network. Cisco keeps the conversation going with a constant stream of links to its own and other interesting articles, provocative questions, offbeat challenges and quizzes. It also celebrates its most dedicated fans. The SuperFan program recognizes the most active members of Cisco's community by featuring one person on its Facebook home page each month. Last year, members were asked to select the SuperFan of the year from a pool of 10 finalists. Cisco employed the CrowdBooster analytics system from Conversely Inc. to select finalists and encouraged nominees to work their own social networks to drum up votes. That added a clever, grassroots component to the contest. In tandem with that contest, Cisco launched another that challenges fans to show where they go with Cisco products. Contestants have submitted snapshots of the company's logo at a Space Shuttle launch and deep underwater. That's what we call engagement.