LONDON—Voting for the 2012 SHAFTA Awards is in full swing and one of the important aspects of creating voter awareness has been social media. Because the SHAFTA Awards are a fan-voted event, nominees have recognized how imperative it is to interact with the public. Stars have been alerting fans and friends to their nominations by tweets, Facebook and blogging, while the official SHAFTA Awards social media spots are being utilized to their fullest extent.

“The SHAFTAs represent the perfect event for social media as all nominees out post, out tweet and out-blog each other in order to get the most from their fans. Include the promo video and it gives performers an excuse to post," said Head of Web Thomas Dennis.

The first SHAFTA Awards promotional video can be found on YouTube. The viral media sensation, which features top British adult talent like Megan Coxxx, Syren Sexton, Jasmine Webb, Katie K, Paige Turnah and Tanya Tate, has already amassed thousands of views. The video is a parody of the Lynx deodorant ad which is a massive hit in the UK. There is also a naughty NSFW version of the promotional video viewable on the SHAFTA website. Twitter is also proving to be an important part of the 2012 SHAFTA campaign, as nominees and fans have been using "#SHAFTA" to communicate about the upcoming awards. The official Television X twitter account, @TVXmole, has been on overdrive re-tweeting all the posts creating a greater awareness of the event online.

To incite more interaction, a Facebook group has been created specifically for the 2012 SHAFTA Awards where fans are encouraged to discuss who they are voting for, why, and who they think will take home the golden award. The official SHAFTA Awards group is found here.