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Webinar On Demand:

More Than a Comment: How CBC Creates Real Conversations Below the Fold

At a time where others are shutting down their comment sections and struggling to maintain civility in their online communities, CBC (Canadian Broadcasting Corporation) has shown it’s still possible to promote a respectful exchange of ideas.

Hear from CBC’s Senior Manager, Public Affairs and Product Owner, Web Presentation as they discuss the challenges media organizations face today in driving engagement below the fold and how to manage a growing and evolving community. Ask questions and learn from CBC’s commitment to being the preferred destination for Canadians seeking information, entertainment, and community.

Key focus of this session

  • Elevate the quality of online debate to start discussions that are as civil as they are vigorous
  • Uncover whether anonymity and pseudonymity comprise engagement
  • Leverage the comment section to contribute to your goals as a content publisher
  • Avoid the migration of online debate to social media to keep discussions on your site
  • Sustain meaningful relationships with your audience

Watch it on-demand

The Speakers


Emma Bédard

Senior Manager, Public Affairs


Emma specializes in issues management, social media and engagement, media and audience relations, and employee communications. Emma enjoys dreaming up new ways for Canadians to engage with their public broadcaster through CBC’s traditional and digital platforms.


Sam Lightowler

Product Owner, Web Presentation 


Sam has worked on integrated digital products beginning with social experiences and evolving to focus on web presentation. She has spent significant time helping facilitate a cultural transformation to improve the way CBC delivers products such as the News, Sports, and Radio websites to Canadian audiences. Her passion is working with product teams to experiment, learn, and adapt continuously.


Michael Seto

Client Success Manager,


Michael builds strategies with Viafoura’s clients to reach their goals and needs. Previously, he’s held key client success roles managing major companies like Intel Security, HP, and McGraw Hill where he supported their adoption of marketing automation solutions.