Social media has been a game changer in the way huge public institutions and organizations communicate with the people they serve. It's true for universities, transit authorities and the public broadcaster.
Theresa Lalonde is a reporter and trainer who helped CBC Vancouver establish its social media strategy.
It wasn't easy. CBC is a large organization with a firmly established way of doing things.
It certainly isn't enough to tell people "be awesome" and "don't suck," in their tweets. They are public broadcasters who care far less about popularity and clout than they do about telling a story that helps people understand.
No two reporters use the phone the same way. Why would they tweet the same way? Training them requires getting to know them and how they are motivated to do their work.
Each person needed an individual training session designed just for them or change wouldn't happen.
This talk should be interesting to anyone who trains people in the tools in the public service sector. Or to anyone who follows the news and wonders how we've decided to use social media at CBC.
Star Trek fans may also enjoy the many references to Diana Troy.
Theresa Lalonde started working for CBC Radio when she was a teenager, hosting CBC North's Saturday Night Request show. She's also been a reporter and producer in Ontario and Nova Scotia before joining the Vancouver newsroom in 2000. She's worked for national radio programs and local news, now producing for radio, tv and the web. She's been a key player in CBC Vancouver's social media training and strategy and has covered social media's impact in our city extensively.