Solve the issue of socially popular contestants winning solely by getting into top 10.
I'm new to this site but it seems to me that If you are socially popular and have managed to get many voters engaged with the site you will end up in the top 10 regardless of the quality of your work. This seems unfair to anyone who isn't able to network votes but still produce quality work. Maybe Indaba should offer a prize to be won by a voter at random, not based on which submitter wins, to draw in unbiased voters. This should not be a social contest but one of skill and taste.
This is true, however the ultimate winner is never chosen by popularity.