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THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

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From the 7th Annual Shorty Awards

CNN on Facebook

Entered in Facebook

About this entry

CNN's social footprint is unrivalled by any other news organization. In 2014, CNN reached a new milestone – touching nearly 1 billion timelines across the world in a month. Whether it's a breaking news events like the Ebola outbreak, on-going coverage of what's happening inside Ferguson or a thoughtful discussion on the use and effectiveness of medical marijuana, CNN Facebook fans have access to the most comprehensive news coverage in the social space. With each post, we aim to deliver news and information packaged in a creative, inherently shareable way specific to the audience on Facebook.

Why does this entry deserve to win?

CNN is the most followed news organization on Facebook. Our main page www.facebook.com/cnn has nearly 17 million followers and doubled in size in 2014. We serve news to a truly global audience, bringing CNN's great, international reporting straight to people on any device.

CNN's social team moved away from using Facebook as solely a traffic-driver to CNN.com, contributing significantly to our audience engagement. Instead, we focus on delivering the news first in a way that's native to the platform. We're not retrofitting CNN content for social. We're creating unique experiences. We pride ourselves in making the complicated digestible for our fans. We work with beautiful images, powerful video and mobile-friendly writing. With every CNN Facebook post, we think about the audience and the platform so that content can be consumed in the most engaging and informative way.

CNN social posts often go beyond Facebook. Many of the striking creative assets we produce are used on CNN.com and on air. This is a game-changing first at CNN, where social is leading the way in influencing various platforms across the network.

Whether it's a complicated story about protest abroad or the conflict of what's happening in Yemen, we strive to make content as digestible as possible by stepping in our fans' shoes and asking: "Why should I care? Why is this story important?" This is just one approach we base our content creation strategy on. From cutting creative video explainers to producing social content that invites Facebook users to pause and think, we are committed to delivering the most important news stories through a creative social lens.

Examples include:

Yemen: https://www.facebook.com/cnn/posts/10153284183301509

Ukraine: https://www.facebook.com/cnn/photos/a.369810096508.159795.5550296508/10152349077701509/

Protests in Ukraine, Venezula and Thailand: https://www.facebook.com/cnn/photos/a.369810096508.159795.5550296508/10152348778906509/

Publishing around-the-clock, we are dedicated to providing our followers with:

•The most in-depth and informative coverage of breaking news, top news stories and the most talked about stories of the day.

•Unique content that fans can't get anywhere else on social.

•Dynamic Facebook chats with access to top experts and talent.

•Exclusive and Facebook-tailored content that helps create a unique second screen experience.

•A quality social media conversation that follows real-time data.

•A platform to contribute to an ongoing conversation via Facebook comments.

With the right creativity, writing and packaging, we have found that we can create a deep level of engagement that goes beyond just "liking" something on Facebook.

Entrant Company / Organization Name

CNN

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