social media & user-generated content in the newsroom


// I got to know CBC’s social media producer this afternoon. mesh speaker, Kim Fox. Coming from the broadcast world, I could relate to her opening comment on social planning. “The process is similar to producing a television series using a crew involving a senior producer, producer, AP and interns.”

This team is responsible for daily editorial, community engagement, digital content distribution and more. CBC is involved in SM online through their P.O.V (Point Of View) section, taking the concept of putting specific questions out to the audience about stories of the day. Through polls, Citizen Bytes (empowering & collaborating with citizens to tell their stories), Your Interview (community engages with guests, facilitators of the dialogue), Cover It Live (community engages with CBC & guests), Your Community (blog conversing with the audience). CBC uses Interwoven Inc and UsableType software to support their social media efforts.

Kim was the first to admit that CBC’s facebook page needs a new design, layout and content work. They’re always evaluating their Twitter accounts (@cbcnews, @cbcreporters, @cbcyourvoice) to include less auto updates and more of a multi-contribution model. Kim notes that the CBC is “shamelessly looking to brands like Nike, Starbucks and borrowing ideas from The National Post” for direction.

Using tools for positive measure: Haiti was used in a case study as an example of + crowd-sourcing. SM was used to allow citizens to upload photos to find missing friends and family & received an overwhelming response.

Key lessons: Be Very Clear With Audience Assignments, Be thoughtful vs Reactionary, Create A Strong Design Workflow, Create Clear Community Guidelines, Leave Politics Out, and have a clear SM Strategy.

The most commonly echoed challenge was: “How do we capitalize and leverage UGC but let the pros use it effectively?”

Kim is on twitter @