The Globe & Mail

How Globe & Mail discovered the power of a Social Media Hub

The Globe & Mail

With an already strong social media presence The Globe Media Group was in a strong position to do well in the new environment. But how does a brand keep their viewers attention focused on the brand?


Client: The Globe & Mail

The Case

Canada's second-largest newspaper has a history of innovation and adaptation. Expansion, growing pains, and competition have not kept it from becoming known as Canada's "Newspaper of Record." With the dawn of the social media age, the executives of The Globe & Mail have been faced with a new and challenging problem.

The Approach

With an already strong social media presence The Globe Media Group was in a strong position to do well in the new environment. But how does a brand keep their viewers attention focused on the brand? With Facebook and other social networks noted attention grabbers, the problem was simple: How does The Globe & Mail keep viewers instead of handing them off to Mark Zuckerberg?

This was a problem tailor-made for TwineSocial to solve. With access to the APIs of all the major social media networks, Twine was able to build an epic social media wall. But the designers at The Globe & Mail, always looking for that little edge in the innovation game, went a step further. Using TwineSocial's robust Rules Engine feature, they broke the incoming content into Collections showing as tabs across the top of the Hub. This provided a clear breakdown of the Globe Media Groups properties on social media.

The Outcome

Once again, The Globe & Mail is poised to succeed in a changing and dynamic environment. With a clear and comprehensive social wall in place, the free flow of information continues across The Great White North.

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