The awards seek to reward those individuals and organizations that are making a concerted effort to harness the power of social media to engage and build communities online. From avid face-bookers to twitter personalities and passionate bloggers.
Tuzo hizo zinalenga kuwatuza watu na mashirika yanayofanya jitihada za dhati kuupa nguvu uandishi wa kiraia ili kuhusika na kujenga jumuiya mtandaoni kuanzia kwa watumiaji wa mtandao wa Facebook mpaka watumiaji wa mtandao wa twita na wanablogu wanaojituma.