Media Advisory: UB to Embed Twitter Reporters at Roswell Ride

Release Date: June 26, 2009

A University at Buffalo social-media expert will manage a social-media campaign around the Ride For Roswell 2009, beginning online at 5:30 a.m. tomorrow, Saturday, June 27.

"Embedded" volunteer reporters from UB and the Ride's Web committee will update Twitter feeds and Web content throughout the morning from UB's Baird Point and along bike routes, offering a play-by-play review of the action taking place during the annual event.

Social media enthusiasts and community members can follow the reports online at #rideforroswell and Ride Connect (

The social media campaign for Ride For Roswell is directed by Mark Greenfield, UB director of Web services, who has participated in the Ride for Roswell for six years. Greenfield is dedicated to promoting the use of social media to engage people in events and to promote UB's commitment to innovation.

"Over the past several months, through the support of other social media enthusiasts, we were able to create a plan that should document, live as it is happening, the Ride For Roswell," explains Greenfield. "On the actual day itself, we'll use four embedded Ride For Roswell volunteer reporters at the event. For instance, I'll be riding in the Peloton from Roswell Park, as well as the family ride, and will phone in reports from the road. The rest of the team will interview participants and tweet live. Plus, anyone at the event will be able to use available computers to post their thoughts as well."

Other day-of volunteers include Catherine Donnelly from UB Web Services, Adrian Roselli from Algonquin Studios and Amanda Twentyfive from 25th Dimension Marketing.

Media arrangements: Catherine Donnelly, onsite, at 998-8611.

The "UB Spirit" ride team is among the event's largest teams and has raised more than $60,000.

The Ride For Roswell 2009 will bring 8,500 cyclists, volunteers and supporters to Western New York's largest single-day cycling event in support of cancer research and patient care at Roswell Park Cancer Institute. Riders will choose from eight routes, including a new three-mile "Family Fun" ride and a 12-mile Peloton traveling from Roswell Park's campus to the UB's Baird Point. The Ride is presented by Wegmans, with support from Wellness Sponsor Praxair, Inc. and Peloton Sponsor Sahlen's Packing Co.

Media Contact Information

John DellaContrada
Associate Vice President for Media Relations and Stakeholder Communications
Tel: 716-645-4601 (mobile: 716-361-3006)
Twitter: @UBNewsSource