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Canadian Broadcasting Corporation up for a Shorty!

Harry Rollason
By Harry Rollason on Mar 23, 2015 4:19:00 PM

We are happy to announce that the Canadian Broadcasting Corporation (CBC), a Conversocial client and Customer Advisory Board member, has been shortlisted for a much sought-after Shorty Award. CBC are up for the “Best Customer Service” award, looking to gain recognition for their much acclaimed #NOTWEETLEFTBEHIND social customer service strategy.


The Shorty Award, Best Customer Service Category, looks to honor companies that are using customer-focused social media platforms such as Twitter, Facebook, Quora, GetSatisfaction, etc to provide information and assistance to their customers. The winners of the 7th Annual Shorty Awards will be announced via Snapchat on March 23rd, and the trophies will be presented next month at an exclusive ceremony on April 20th at Times Center, New York. Customer service is one of the best forms of marketing, and social media provides one of the easiest ways for companies to directly interact with their customers. This award is will recognize those companies leading the way with a Social First approach to customer service.

Although not responsible for CBC’s recognition, we are happy to have played a part in supporting them on their social customer service journey to date. For any company looking to scale their social service offering and power social, CBC presents a fantastic case study and benchmark.

Below is CBC’s entry to this year’s Shorty Awards.

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 rarity 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.

Topics: Industry News, Customer Experience

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