Blogger outreach efforts gain “authority” when the CBC partners with Technorati

For public relations practitioners who include strategic or tactile media relations in their job responsibilities, there was an interesting announcement last week about the Canadian Broadcasting Corporation’s new partnership with Technorati.

I think the best phrasing came from Media in Canada’s June 20th article:

Technorati puts power into CBC.ca

CBC.ca became the world’s first broadcaster website to partner with blog search giant Technorati yesterday.

A new section at the pubcaster’s site, now highlights news stories and comments that are generating the most discussion among the 86 million blogs tracked by Technorati. Advertisers with CBC.ca, such as Dell and Vonage, appear in banners and skyscraper ads.

It’s an interesting development regarding the value of dedicating resources to blogger outreach. After all, if the Canadian Broadcasting Corporation (a Canadian crown corporation and the country’s national public radio and television broadcaster) is providing its stamp of approval by initiating this partnership with Techorati, it would seem indicative of the growing influence of some Authoritative blogs (à la Technorati-speak) as credible news and information sources.

Related Articles:

From Media in Canada: Technorati puts power into CBC.ca
From Broadcaster Magazine: cbcnews.ca Partners with technorati.com
From Mediacaster Magazine: CBCNews Partners with Technorati Bloggers

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2 Replies to “Blogger outreach efforts gain “authority” when the CBC partners with Technorati

  1. Welcome and thanks for joining the conversation, Donna.

    I agree that the CBC is definitely trying to figure out “legitimate” participation (i.e., value-add) in social media. This Technorati partnering is the latest (I think) example, but of course there was the Great Canadian Wishlist expertiment on Facebook earlier in the year. Happily, the Globe and Mail’s Ivor Tossel column about it remains online:

    If you’re not yet on Facebook, the CBC has beat you to it

    The CBC also sent a huge contingent out to the mesh conference, most as journalists but a few as participants (I was able to chat with several of them during breaks, lunch or the Wednesday evening reception). I don’t know if you attended the mesh panel session on “Digital Blinders – Are We an Inch Wide and a Mile Deep?” (I’m thinking you weren’t there), where the CBC’s Nora Young did discuss how good a fit was social media with a publicly funded institution such as the CBC (with its myriad of requirements about thorough research, objectivity and legal issues). She did think playing a part was necessary for its survival, though (and she is a contracted journalist/producer, not permanent, full-time staff). I think the Technorati-CBC partnership is a happy medium.

    Plus, as you said, CBC Radio’s continuing investment of staff and other resources into producing podcasts of its popular shows is admirable and smart thinking (although they are edited down to “best of” segments, rather than wholesale reproduction, as per a discussion with Judy McAlpine, head of the podcasting unit, at the AIMS Canada session on “Should Your Company be Podcasting?”).

    CBC Radio podcasts have a huge international audience. (Aren’t they quite high on iTunes?) I seem to recall hearing that the largest audience for one of them is in Iceland! That’s certainly some great international brand extension and management.

  2. You’re right, Judy. The CBC gives Technorati the air of mainstream legitimacy. I must say that the CBC has been refreshingly eager to embrace new technology – their podcasts are a great example.

    Love your posts, by the way. Very well thought out.

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