6 Questions with SMWi Toronto Board Member, Jamie Michaels

6 Questions with SMWi Toronto Board Member, Jamie Michaels

Jamie is the Head of Brand Strategy at Twitter Canada, where he partners with top marketers to build ideas that create impact during moments that matter.  He is an award-winning marketer specializing in brand strategy, digital marketing and social media.

Prior to joining Twitter, Jamie was the Director of Brand Integration for Rogers’ Sportsnet and NHL properties. In this role, he was responsible for developing and executing integrated media solutions for Sportsnet’s 5 platforms and Toronto Blue Jays media partnerships. Previously, Jamie was Director of Marketing at CBC, where he led a centralized team building partnership programs leveraging iconic brands including Hockey Night in Canada and Dragons’ Den. He began his marketing and sales career at Viacom Canada and went on to lead corporate marketing for Toronto’s 2008 Olympic Bid.

We joined Jamie for a sit-down featuring #6Questions about his involvement and opinions of social media in Toronto:

Q: What is your favourite social media platform and why?

A: I’m sure this won’t be surprising, but it’s definitely Twitter. Since joining in ’09, it’s been my live destination to everything that’s going on in the world. It’s also the place where I connect with people I don’t personally know, but, in many cases, wish I did!

Q: What do you think might be the next big trend in social media?

A: The proliferation of live video for consumers and brands. Mass market video on social is still relatively new. There is huge potential in having the ability to turn on a live broadcast with an instant audience with your mobile device. Also, I believe partnering with influencers/creators is going to be table stakes for marketers in the near future too.

Q: What brands or campaigns do you think are excelling in social right now?

A: It’s tough to pick favourites, but I’ll say that the movie companies are killing it right now on our platform. The activation around #CaptainAmericaCivilWar was amazing – custom Twitter emojis, conversational ads with personalized video responses from the film’s actors mentioning user’s names, etc. It was really next level.

Q: Who is your favourite Toronto blogger/influencer on social and why (and which platform)?

A: It’s too hard to pick one, but I really enjoy @ambermac, who’s been a huge advocate for social media since the early days. @Norm is one of the most entertaining follows on Twitter – but that’s no secret anymore! My family loves @EhBeeFamily on Vine and I’m thrilled to have Mama Bee join my SMWi panel next month!

Q: Other than SMWi, what is your favourite annual event in the city? How does Social Media enhance your experience with that event?

A: In recent years, the @Raptors in the #NBAPlayoffs and #WeTheNorth excitement has become an amazing event both online and off. Great to see the enthusiasm of the fans at Jurassic Park every game. Social media really enhances my game viewing experience – I love when a big moment happens and everyone’s Tweeting at the same time. I’m also a sucker for nostalgia and love going to the CNE every year with my family. I had lot of fun Periscoping from the chairlift last summer!

Q: What is your favourite place or thing in the city to photograph and post on social, and why? 

A: I’m trying really hard not to be “that person” taking pics of their food, but failing miserably with all of Toronto’s great restaurants. Bar Raval has great material!


Jamie will be moderating a fantastic #SMWiTO panel discussion titled, “From Insights to Action: Changing the Conversation One Tweet at a Time” which takes place at TIFF Bell Lightbox on Tuesday June 6th, at 10:25. Hear from him and his colleagues there!

Don’t forget to follow Jamie on Social: TwitterInstagram, LinkedIn.