Is Twitter your portal to the digital world? Is it the first place you go to for breaking news, entertainment and gossip from the media, from brands, from friends and from your growing legion of followers? Has it been a while since you last “surfed” the Internet? If so, you’re not alone—we all rely on Twitter the way we once relied on the Big Three TV networks for content. As a PR professional, you have an opportunity make your organization a source of news, insight and even entertainment on Twitter. Learn how to build a legion of followers on Twitter and how to make Twitter the first place you go to when you have useful content to share, milestones to celebrate. crises to manage and now, with Vine, brief videos to share.

You'll learn how to:

• Attract more followers and increase audience engagement
• Develop a content strategy for Twitter that draws on your organization's areas of expertise
• Find and answer questions from your followers
• Sell your products and services on Twitter—without really “selling”
• Build relationships with the media
• Manage and protect your brand's reputation during crises using Twitter
• Improve your customer service efforts
• Microblog with impact—how to say it in 140 characters
• Align your Twitter efforts to your business goals and measure results
• Use Twitter's new Vine mobile video service
• Amplify your Twitter presence with Promoted Tweets, Accounts and Trends
• Use the best free tools to manage your Twitter activity

Chris Brooks Manager, Social Engagement, Hilton Worldwide @chrisobrooks

Jessica Henry
Director of Marketing and Public Relations
Not For Sale
@JessicaHenry

Learn how to tap into the growing power of content marketing and how creating and distributing content via social channels is turning brands into media companies and PR professionals into chief information officers. Content marketing has transformed traditional notions of public and media relations, as content-hungry audiences are less interested in the source of content as they are in the quality and utility of the content. This session will show PR pros how to use the power of story, all their content assets, collaborate across department lines and expand the notion of “PR” to encompass (meaningful) content creation and distribution.

You'll learn how to:

• Think like a publisher and media producer
• Apply storytelling concepts and high editorial standards to the creation of text and visual content
• Be your own editor and decide when there is real value to the content you’re sharing
• Socialize your content to extend its reach
• Create credible content that will be found by search engines
• Attract and retain customers with your brand’s unique content
• Use measurement tactics to determine what's working and what's not working in your content strategy

Eliza Anderson Global PR Manager, Intrepid Travel @eliza_tron @Intrepid_Travel

Chad Melton Manager, Digital Marketing & User Experience, Ingersoll Rand @Ingersoll_Rand

David Patton Vice President and Editor in Chief, Waggener Edstrom Worldwide @davidapatton

Moderator: Chris Metinko Media Relations Specialist, Business Wire @BusinessWire

Every social media program worth doing is worth measuring, and providing metrics that matter to senior leaders is the best way to protect your budget and increase it. Learn how to set goals and measurable objectives for your social media programs, focus on the impact of social media instead of on vanity metrics and develop ROI models that will help you get your budgets approved.

You'll learn how to:

• Align the impact and value of your social media initiatives with organizational objectives
• Define social media outcomes in advance, spanning multiple business goals
• Limit the definition of “ROI” to measurable financial impact
• Calculate value in positive returns (sales, reputation, etc.) or avoided negative returns (risk mitigated, costs avoided)
• Develop KPIs & balanced scorecards to connect social media impact to business results/language
• Integrate analysis (social, search, Google Analytics) to provide a richer environment for insights

Jennifer Burnham Director Social and Content Strategy, Salesforce.com @jennydburnham

Jessica Payne Director of Digital Strategy PAN Communications, @jpaynebu

PR practitioners have to be knowledgeable, skilled and savvy listeners and conversationalists to be able to proactively interact with journalists on Twitter, LinkedIn, Facebook, Tumblr and beyond. Journalists are using these networks more and more to find story ideas and sources and to report on reputational crises. We’ll show you how build and maintain relationships with journalists on social channels before a crisis hits, how to cater to their needs while advancing your own cause and, ultimately, gain what is still the holy grail of PR—positive coverage in the media.

You'll learn how to:

• Research the content needs of your targeted journalists
• Determine when to engage directly with journalists on Twitter and LinkedIn
• Become a must-follow for your targeted journalists and be regarded as a resource on social channels
• Use LinkedIn to find the journalists and bloggers with influence in your market
• Take an active role in distributing and creating story ideas to increase the chances of positive coverage of your brand
• Comment on blogs and journalists’ Tumblr accounts to build relationships
• Communicate effectively with journalists and influencers via social channels during times of crisis

Jake Gasaway Co-Founder and Director of Business Development, Stitch Labs @StitchLabs

David Sommers Director of Public Affairs, Los Angeles County Chief Executive Office @lacountyceo

Josh Karpf Director, Digital Media, PepsiCo @jkarpf

Moderator: JD Bowles President & COO, iPR @ipressroom