This award recognises organisations who are utilising social media as a strategic channel for excellent customer interaction, engagement, service support, marketing and sales promotion contributing to a seamless end-to-end omni-channel customer experience. Judges will consider the impact of social media on improving customer satisfaction, loyalty and brand or product awareness. In addition, response time, self-services, knowledge management and the use of social media application will also be taken into consideration in marketing impact, usability, scalability and viral nature of their social media program.