There was once a time when her face graced every magazine and newspaper. Little girls wanted to be her, men wanted to meet her, and whole families would crowd around their televisions to see the new ideal of American beauty, style, and grace. Over the years, Miss America has grown and transformed into a million-dollar enterprise. It remains one of the largest providers of scholarships for women and its core values have barely changed since the first pageant almost 90 years ago. However, Miss America has looked at the new social media age and embraced it with open arms. And the role of the winner is no longer one of car-show super model or parade Grand Marshal. The winner becomes the face and driving force behind the mission of The Miss America Organization. 

 

Miss America has a strong presence on both Twitter and Facebook. The winner each year is able to personally tweet about events and her platform. And during the live broadcast this year, the official Miss America page on Facebook gave live, up-to-date information after each phase of competition. The ability to engage the audience even goes back to a few years ago, when the America’s Choice category was created. Viewers could pick via the Internet a contestant to make it in the final rounds of competition. The Miss America Organization has successfully grown with the times and so has her queen.

 

The woman who now wears the crown is no longer just another pretty face on the cover of People Magazine. She has become a brand ambassador not only to The Miss America Organization, but to their new partner philanthropy, The Children’s Miracle Network. She is also a working spokesperson for the various organizations sponsors. This year they included stage gowns by EXPRESS, swimsuits by Komplique, and hair-care products by Wen. It seemed like at any point during the telecast, Miss America was a walking billboard of endorsers. Think of a Nascar driver's uniform, but in bikini form. 

 

However The Miss America Organization chooses to use its marketing, it has never had a shortage of contestants. Each year more and more women compete on the local level to win not only the coveted crown, but the thousands of dollars in scholarship money. It is also some of the greatest and easiest form of public relations the organization can achieve. Few states have to push to get contestants. Many women see the winners not only at various state events, but recognize the advantage of competing in a pageant that can cost a contestant an average of $500–$2000 to enter in order to win far more in scholarship money. This has maintained a strong positive image for the organization, and though many may criticize that the pageant is sexist, there is no denying the achievements of past winners and contestants. 

 

In the end, the crown proves an exceptional marketing tool for the Miss America Organization. She is recognized globally, credited for her various charity work, and still provides that inspiration for little girls everywhere. If the pageant continues to grow in this manner, you can expect more social media interaction, larger corporate sponsors, and more women eager to wear the crown and be the face that represents Miss America.