Nominees were subject to strict engagement criteria such as how quickly they respond to comments, post original content and demonstrate good online etiquette. The top ten in each category with the most unique supporting statements got through to the finals.

The final results are based 70% on scores from the Expert Panel (three judges to each category) and 30% on votes from the public. The panel is a hand-picked group of the best equestrian marketers, digital professionals, social media gurus and branding experts from across the globe.

The 2012 ESMAs sees the introduction of regional categories, based on the FEI’s regional groups. The winner in each of the 10 regions will be judged by the FEI's Director of Corporate Communications, Richard Johnson to decide the overall winner of the World Award.

In the spirit of social media, finalists submitted their acceptance speeches online for inclusion in an online award ceremony. This allowed everyone to attend the award ceremony.