Social Media Marketing Awards: Schawk Inc.

Twitter: Runner-up

Program: BrandSquare

Agency: Symmetri Marketing Group, Chicago Why we liked it: Schawk Inc. brand development and deployment services are aimed at an elite group of marketing professionals at the world's largest companies. The company's BrandSquare community provides a constant stream of advice from thought leaders as well as topical discussions. By mid-2011, though, the community had lost momentum. Schawk teamed with Symmetri Marketing Group to engage Twitter as a primary avenue to restart BrandSquare's engine. Daily activity was ramped up from five to more than 30 tweets, with many using the popular #marketing and #branding hashtags. Specific influencers were targeted, and results were tracked using unique URLs. Schawk also introduced its own blog to showcase its thought leadership. Together the two Twitter accounts used to anchor the campaign attracted more than 1,600 new followers in seven months and achieved more than 4 million extended impressions. More important for Schawk, community membership grew by nearly 31% between June and December with more than 800 unique companies now represented.