At Zócalo Group, we work diligently to create sustainable word-of-mouth for our clients through online and offline activities. Engaging social media tactics are a key part of our successful strategy, but we know there are a lot of other brands and people effectively using these as well. So, we're launching the Zócalade Awards - a weekly "tip of our hat" to great work by individuals or businesses using blogs, Facebook, Twitter or other tools to creatively interact with others.

This week, we're starting broad and want to recognize the combined social media efforts of Odwalla, the maker of fresh fruit drinks.The brand launched a website for people to plant a tree in state parks across the county - for free. Those who visit the site can choose a state to plant it in and with a click of the mouse, Odwalla will plant a tree in that area.

To support the effort, they are using their Facebook page to encourage discussion and Twitter to spread the word and interact with people who have planted a tree.

The conversations are bubbling about the brand's noble efforts, including tweets such as:

• myhomebodies: RT @odwalla Almost 5000 trees "planted" in two days! Plant your tree with a couple mouse clicks at www.parkvisitor.com/odwalla
• Roanoke_Outside: w/1 click, Odwalla will plant a tree in a state park -http://www.parkvisitor.com/odwalla/">http://ow.ly/9QoY - only in CA, CO, FL, MI, MD, NY, OH, PA, TX, UT, & VA
• caseyhopkins: Plant a tree in YOUR state's national park or one nearby with the click of a mouse! http://www.parkvisitor.com/odwalla
• greentelegram: greentelegram.com Renewable Energy Turns Me On: Plant a tree with Odwalla! http://bit.ly/upNQQ
• RachelKatz: Just click to plant a tree. Seriously. http://www.parkvisitor.com/odwalla/

Way to go Odwalla for creating buzz about trees with social media!

We look forward to celebrating more brands, blogs and inidividuals in the weeks ahead. Please share your favorites, and we'll be sure to check them out for future posts!