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From the 7th Annual Shorty Awards

Univision's Social Coverage of Executive Action on Immigration (#AccionEjecutiva)

Entered in News

About this entry

On November 20, 2014, President Obama announced his Executive Action on immigration. This was the biggest immigration measure since 1986 and thus was news that uniquely affected and was of key interest to Univision's audience. In the days and weeks surrounding the announcement, Univision Noticias led a multiplatform effort to disseminate news and useful information to the Hispanic community.

Univision primarily worked with the hashtag #AcciónEjecutiva and #AccionEjecutiva from our accounts and also opened two new accounts on Facebook and Twitter dedicated exclusively to publish and curate content related to the Executive Action. In two weeks, these accounts grew to an audience of 35,000 in Facebook and more than 4,000 in Twitter.

Univision also partnered with community organizations to gather and curate relevant content to our audience. We used all of our platforms and all types of content to distribute accurate and timely information. From Facebook chats to having dedicated staff exclusively available to answer questions on social media about the topic, including generating exclusive content for social media and taking the social conversation on air, Univision used all the tools in its arsenal.

Why does this entry deserve to win?

Univision is the leading media company serving Hispanic America, and there are key cultural and historic moments when our mission is felt more acutely than others—President Obama's announcement was one of them. In the days leading up to the announcements, Univision created new accounts on Facebook and Twitter dedicated exclusively to this topic.

We picked these platforms because they have most reach with our audience. We published updated information from Univision and other sources (community organizations, government and other media), answered questions and directed our audience to the appropriate governments agencies through these accounts. For two months we had staff exclusively dedicated to answer questions/comments sent to these accounts. Via these two channels we activated a widespread social media effort that included:

Entrant Company / Organization Name

Univision Communications