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Special Project

Special Project
From the 7th Annual Shorty Awards


Finalist in Customer Service

About this entry

Why does this entry deserve to win?

The Canadian Broadcasting Corporation (@CBC) is leading the charge in Social Media compared to all other North American broadcasters with our #notweetleftbehind approach to Social Engagement. While content marketing is certainly an important tactic in the overall Social Media mix, the largely untapped potential for brands online is in consumer engagement.

Our strategic framework, developed in the fall of 2013, focuses primarily on facilitating a two-way dialogue with our audiences. As such, the @CBC team is structured along two overlapping but distinct verticals: Proactive content and Reactive engagement, the latter of which leverages the conversational elements of Social Media - allowing CBC to actually be social.

@CBC actions each & every tweet/post that directly mentions our handle or lives on one of our Social pages (unless of course there's a compelling reason not to). Questions, comments & complaints are all responded to in a timely manner, an opportunity to engage with audiences through discussions about our brand, helping them to discover further content available online - akin to a personalized, online concierge service.

Since #notweetleftbehind was implemented last fall, @CBC brand mentions on Twitter alone have increased from an average of 2,000 to 35,000 each month (stats from June 2014), and we've seen nearly half a million engagements (retweets, replies, likes, comments, etc.) across all @CBC Social channels to date. In Q3 of this year, tweets sent from @CBC (including @replies to followers) total nearly 25,000, whereas the average from HBO, NBC, CTV and other North American networks is less than 2,000 each.

Applying this customer service approach to Social Media is certainly a rarety for a television network, but is directly aligned to the Aspirational Goals outlined in our 2020 Strategy of building positive relationships with audiences and increasing the use of our digital services. We will continue to push boundaries and harness the unique opportunities to have real, authentic conversations with Canadians available to us through Social Media.

Connect with @CBC on Twitter, Facebook and Instagram.


Entrant Company / Organization Name

Dan Fricker