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USA Track & Field wins 2017 PR News’ Social Media Award for Facebook campaign


INDIANAPOLIS -- A successful Facebook campaign during the 2016 Olympic Games earned USATF the 2017 PR News’ Social Media Award in the category of Facebook Campaign to Increase Followers at the PR News’ Social Media Awards luncheon Tuesday in New York City.

The national governing body was recognized alongside IBM, HGTV, Edelman and others at the Yale Club. PR News annually honors top social media campaigns and the team members behind them.

During the ten days of 2016 Olympic Games’ athletics events, USATF developed and implemented a strategic Facebook campaign to boost metrics and expand the organization’s relevance and reach, capitalizing on the positive momentum surrounding Team USA.

Potential medalists were identified and graphics created for each medal position, with more than 100 graphics in total. Graphics were posted to social media within seconds of crossing the finish, utilizing the slight TV delay to announce medalists in real time.

All in all, the effort resulted in nearly 31,000 new Facebook fans, over 19 million impressions and an increase of 495,644 engagements. While most PR News Social Media Award winners were media, branding or advertising agencies, USATF’s campaign was developed and executed exclusively in-house by the organization’s Integrated Marketing and Communications staff.

Last month, USATF won the 2017 Shorty Awards Audience Honor for RunJumpThrow in the category of Multicultural Community Engagement.

Fans can follow USATF on Facebook, Twitter, Instagram, and Snapchat.


USA Track & Field (USATF) is the National Governing Body for track and field, long-distance running and race walking in the United States. USATF encompasses the world's oldest organized sports, some of the most-watched events of Olympic broadcasts, the country’s No. 1 high school and junior high school participatory sport and more than 30 million adult runners in the United States. For more information on USATF, visit

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