According to the CRTC, in 2005 CBC had an average of 10,730 employees.
A whopping 2,413 of them have Facebook profiles and have joined the CBC network (and who knows how many more haven’t joined.) That’s 22.5 per cent of the entire staff, and climbing.
Yet for all those 2,413 members, the network page itself is a wasteland: two discussion topics, and 17 wall posts.
(By way of comparison, that’s less activity than the group I set up for the CBC.ca softball team, of which there are 12 Facebook members.)
Now, there’s also a CBC group on Facebook (a group is different from a network) with 345 members. And, to my unending dismay, its full title is “CBC (Canadian Broadcast Corporation)” - it’s Broadcasting, kids! But that group has a meager three discussion topics, 11 photos and 86 wall comments.
Which is pitiful.
Now, CBC’s audience is much more active – the fan group “I Heart CBC!” has 3,199 members, 48 photos, 57 topics and 291 wall posts. The group “I love ‘The Hour’” has 2,596 members, with 43 topics, 50 photos and 355 wall posts.
Granted, there are more fans than employees – and thank God for that! But why is the group and network we created for ourselves so barren?
CBC’s audience is busy on Facebook, and we’re pretty good at encouraging them to be (see the Great Canadian Wish List.) Based on raw numbers and personal experience, CBC employees do use Facebook, frequently. But we suck at representing the CBC itself.
Granted, it’s better to have an audience that talks about us than for us to be talking about ourselves (hey wait, what am I doing right now?) But I read in yesterday’s Globe that increasingly, corporations are using Facebook to talk up their companies and attract young talent – for example, the Ernst & Young Careers group alone has 8,485 members. (The same article does give the CBC credit for its YouTube video promoting what a great place it is to work… it appears to have been posted by one Tod Maffin. It’s also available via the CBC.ca/jobs site here.)
Should CBC make more of an effort to promote the corporation online? How? And whose job is it – the employees, or someone in Corporate Communications?
-PG