The emergence of new platforms and the constant evolution of algorithms and features makes it challenging for communicators to keep up to date. This session will set the stage for what you need to know now, and what platform changes are anticipated in the year ahead.

Is your social media strategy working for your organization, or are there missed opportunities? In this presentation, attendees will learn the essential steps to determine what to cut, what to emphasize and where to make tweaks.

It can often be difficult to determine when it’s necessary to add money to your social posts and influencer outreach. The answer, however, often lies in the goal of the campaign. In this session, our speakers will highlight the dos and don’ts of when to go organic versus when to add some dollars behind the posts.

In today’s always-on, 24/7 news cycle, organizations often feel the pressure to respond or to be the first to jump on just-gone-viral content. But not every situation always warrants a response. In this session, our speaker will share best practices determining when, and when not, to seize the marketing moment. Attendees will also learn challenges and opportunities to newsjacking across a variety of platforms.

User-generated content (UGC), if incorporated correctly, has the potential to be a valuable aspect of your editorial and storytelling strategy on social. In this session, our speaker demonstrates how to identify advocates, highlight those customers as a consistent drumbeat on your platforms, and find value alignment for your brand.

Staying on top of the latest and greatest platforms is essential for ensuring success on social media. However, not every channel works for every organization. Our speaker will share best practices in assessing whether and when a new channel makes sense for your company, and how to have tough conversations with clients and leadership when enthusiasm for new technology doesn’t align with a brand vision. 

As more organizations  embrace employee advocacy on social media, company executives are also expected to participate. In this session, our speaker will explain best practices for getting your leadership to actively participate in promoting and amplifying their company’s messages on social media.

There are several ways to track success on social media, including vanity metrics and clicks off the platform. In this session, our speaker will demonstrate the benefits and pitfalls of each and show attendees how pairing creative with these metrics can create unstoppable success.