Friend of New Paradigm, Alexandra Samuel, has been nominated for a Webby award in the social networking category.

She developed the  online community for Vancity Credit Union, which New Paradigm faculty member Sean Moffitt wrote about in his Wikibrands project:

VanCity is Canada’s largest credit union, with $12.3 billion in assets, more than 354,000 members, and over 50 branches throughout Greater Vancouver, the Fraser Valley, and Victoria. Its successful brand is based on a corporate culture focused on a triple bottom line of impacts: investment, environmental and social responsibility.

Broadcasting its brand values and leadership is more an announcement of its “heart characteristics,” than any form of strategic campaign. The organization is as interested in making its community work as it is in making money. CEO Dave Mowat explains, “We believe that an integral part of being a smart provider of banking services is being a good neighbor and community leader. We just can’t have one without the other.”

Adherence to its principles has generated positive publicity in the form of being ranked as the second most respected company in British Columbia and the best workplace in Canada, according to Canadian Business magazine.

As a complement to its advertising campaign, VanCity has also established an online community, called ChangeEverything.ca¾a site for people in Vancouver, Victoria, and the Lower Mainland who want to change themselves, their communities or their world¾thereby extending the company’s real world community orientation onto the Web.

As part of what is perhaps the first cause-related social network ever sponsored by a financial services company, ChangeEverything.ca links people and causes that might never otherwise connect. Instead of discussing mortgage or investment rates, users actively participate in collaborative efforts to improve life by discussing initiatives online in tags and postings. One blog post within the community called “Got Hats,” led to a campaign that eventually produced 4,000 items for the homeless during an uncharacteristic Vancouver cold spell in 2006.

Alex is up against a little outfit called Facebook, so please her help her out by adding some pointed stones to her slingshot as she looks up upon a giant Zuckerburg. Vote for her here and discuss it on the SocialSignal blog.