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How the Globe and Mail is using social media to connect with its readers

  • Mar 24, 2009 · 6:00 PM
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Mainstream media is rapidly being undercut as audiences move to online social media and advertisers realize that what worked yesterday may not be working today. So what's a newspaper guy going to do? Stick his head in the sand and hope that the user trends don't make him a casualty before retirement? If you're
Mathew Ingram, you're taking a different path. You're embracing the new online social media tools and exploiting your incumbent advantages of authority and reach to try to build a new relationship with your audience in the new medium. And you're helping (pushing) your employer, Canada's newspaper of record, the
Globe and Mail, to embrace new media and explore their potential. And if you're Mathew Ingram, you're going to share your knowledge, experience and vision with Third Tuesday. The Globe recently appointed Mathew as their "communities manager." He is well qualified for this position, having established himself as one of Canada's most respected and widely followed technology bloggers and reporters. Since he took over as community manager, the Globe has engaged in high profile social media experiments - most notably using CoverItLive for live coverage of a subway shooting in Toronto, the Canadian budget and the visit to Ottawa of President Obama; the establishment of a public policy Wiki; and encouraging other Globe reporters to make it personal by using Twitter. Mathew will talk about these experiments and where he sees things going next. ---------------------------------- Thanks to our national sponsor,
CNW Group, this Third Tuesday will again be free to the community. CNW Group covers the cost of our sound system, which is our biggest single cost. So, thanks to CNW for supporting Canada's social media community.

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  • Devon B.

    I generally really like hearing Matthew Ingram speak, but this time I couldn't actually hear him. The acoustics of the venue were not quite loud enough.

    The talk sparked my interest but did not offer enough tips that I can apply to a business context. Perhaps integration of more applicable social media tools would be more helpful.

    April 18, 2009

  • A former member
    A former member

    Great venue!

    March 26, 2009

  • Maria K.

    Mathew Ingram is a great spokesperson for the Globe and Mail on social media. He is very passionate about getting the word out about how they are reaching out to their readers with social media. And, he is just as excited about getting more and more journalists at the Globe to see the value in using social media tools to engage with readers.

    March 25, 2009

  • Marie-Lauren G.

    It was amazing. Great speaker, good opportunity for questions and answers. It was very informative and interactive. Loved the actual social media part, very intuitive. Also, lots of time for socializing. The Berkely was a great venue also.

    March 25, 2009

  • Roger C.

    I find it ironic how the organizers only used Meetup to get the word out about a talk supposedly about social media, when most people are on Facebook, not Meetup.

    March 25, 2009

  • Bill S.

    From the point of view of a fan of the Globe and Mail and PR practitioner, thought the presentation by Matthew Ingram was very informative. The G&M is smart to experiment with different social media applications to better tell the stories their readers want to read. Second point Ingram made was the attempt through Wikis and live blogging to involve the reader on the news story in a real time basis, it works on a case by case basis. Finally there is no real cure for the troll comments on the the G&M website other than active moderation.

    March 25, 2009

  • A former member
    A former member

    Ver good speaker
    Interesting crowd
    screen should have been bigger
    sound was a bit weak

    March 25, 2009

  • A former member
    A former member

    Lots of space, and though it was great to see live tweets on the screen - something I think we should do more often.

    March 25, 2009

  • Kate R.

    Really enjoyable session with a lot of useful information, great speaker, great venue - it was beautiful, though more chairs may have been useful!

    March 25, 2009

  • Kate R.

    I was really interested to learn about the ways they are using social media and what has worked or hasn't worked for them. Being able to see examples up on the screen was really helpful too, I actually wasn't aware of the public policy wiki prior to this meetup so it was nice to learn about that as I will definitely check it out now!

    March 25, 2009

  • Brian R.

    Loved the casual, but well organized setting. Really appreciated the concise, time-sensitive nature of Matthew's talk and ample time for questions and answers following. Appreciated Ingram's candid and direct manner with info and responses.

    Was good to see the twitter feeds on the screen, but they were hard to see unless you were in the front row. Would have been nice to have more seating, but appreciate the challenge.

    LOVE that it's free, and appreciate CNW's contribution. (Thanks CNW, Joseph T, and Matthew I.)

    March 25, 2009

  • A former member
    A former member

    Matthew did a great job considering the size of the audience and the breadth of interests. More than anything he gave us a lot to think about.

    March 25, 2009

  • A former member
    A former member

    Fantastic! Very eye-opening.

    March 25, 2009

  • A former member
    A former member

    Great speaker! Really enjoyed the live Twitter feed.

    March 25, 2009

  • reuben s.

    I think the G&M realizes that the avenue of social networking is new, but is gaining adoption quickly and is open to trying different things to determine what works best for them.

    Knowing that a theme in the comments was the overall usage of the public of the mediums, it sounds like the management are becoming more aware of the needs that they are servicing, and are engaging their more keen readers. I suppose a question would be how is the paper engaging the less news, more fluff readers of the paper?

    March 25, 2009

  • A former member
    A former member

    Matthew provided some good, well thought out answers to questions put forth by the audience members.

    It was nice to see a big turn out for this session of Third Tuesday, you can definitely see the meetup is growing in popularity. There's always a good crowd at these events and the topics are well picked by organizers. My only concern is the meetup may lose its laid back and intimate appeal as the crowds and the venue grow in size.

    March 25, 2009

  • Nick F.

    really interesting session... more chairs next time!

    March 25, 2009

  • A former member
    A former member

    It would have been great to have more seating. Really cool venue though!

    March 25, 2009

  • Shelly D.

    Speaker was very candid and informative. Found his insights very valuable and comforting!

    March 25, 2009

  • Shannon M.

    I am always interested to hear about what the Globe is doing to connect with readers! I think it's interesting to hear about their use of social media tools and what the feedback is like. I still think measurement is an issue and that no one has fully addressed this yet - I imagine Mathew will develop stronger, more accurate responses to these types of questions as time goes on. He did a great job fielding the questions from the audience, regardless.

    March 25, 2009

  • Mathew I.

    Thanks, Renee. And thanks to everyone who came -- even those who said my presentation deck was dull, which it is :-)

    March 24, 2009

  • Bernard H.

    Very informative. GREAT venue and lot of fantastic people made this a fun event.

    March 24, 2009

  • Brian S.

    One of the best ones in a while. It didn't feel like an Edelmann PR fest, but an interesting discussion about social media.

    March 24, 2009

  • Lizanor

    I really enjoyed it. Thank you.

    March 24, 2009

  • Susan W.

    Facing a changing environment, watch and respond to how users want to receive their news and what news they really want. Great, straight forward, interesting, informative, thought provoking presentation.

    March 24, 2009

  • Meg Langley G.

    Good insights, interesting questions and discussion, great venue

    March 24, 2009

  • Joseph T.

    Mathew Ingram offered thoughtful, candid insight into how the Globe and Mail is experimenting with social media and how this points the way to the future of newspapers

    March 24, 2009

  • Rick W.

    It's interesting to see that the Globe and Mail is accepting a certain risk and opening it's "virtual" doors to readers.

    March 24, 2009

  • Amanda L.

    This was one of the best social media sessions I've attended in a long while. Finally someone who goes beyond "this is what social media is" and delves into the world of "this is how social media is working for us, this is how it isn't." Mathew was a great speaker, lots of great questions from the audience, and a great venue to top it all off.

    March 24, 2009

  • Meghan R.

    Great concept, my first time coming out.
    Good speaker, very interesting. However, presentation deck a bit dull.

    However, there were just not enough seats (only 20 for 150?) so my feet were sore by the time it was over. Actually, it would have been good if we had name tags or something to make it more social. Hard to tell who anyone was offline. Or there twitter name at least? But overall, great idea!!

    March 24, 2009

  • renee w.

    It was a great inside scoop to the thoughts and tech adoption of an otherwise adapting industry. Newspapers will forever be around, but in different formats. Props to the Globe for jumping on board this fairly new and unstable social media bandwagon. Great discussion Mathew. I hope there is more to come.

    March 24, 2009

  • Andrew C.

    Incredible that the interest should necessitate the larger space... loud plaudits to you for making it all happen. I'm not sure that Mathew is really a large space speaker, though. All in all, a good (not great) presentation... and a valuable experience, but this kind of meetup lacks some of the intimacy that is present in others I have attended. I was not much motivated to stay for the socializing afterwards.

    March 24, 2009

  • Sue

    Interesting and well presented - great Q&A

    March 24, 2009

  • Eden S.

    I thoroughly enjoyed this session and the Q&A that followed even though I saw Mathew Ingram present at PodCamp Toronto.

    March 24, 2009

  • Vanda W.

    It was interesting to hear how the Globe is using web 2.0 and how it's worked, and that they've faced some of the same internal fear about it as a lot of other organizations.

    March 24, 2009

  • A former member
    A former member

    The screen was waaaay too small. And why no chairs? The space was awesome, however.

    March 24, 2009

  • Mathew I.

    Thanks a lot, Lee -- you really know how to hurt a guy :-)

    March 24, 2009

  • Lee D.

    Sorry to be missing this, but I'll be in San Francisco.

    March 23, 2009

  • A former member
    A former member

    Oh, boo! I signed up for the first one, but didn't realize that I needed to reconfirm for the moved event. Grr.

    Also, Meetup waiting lists are no fun.

    March 23, 2009

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