May 22–24, 2017 | W hotel, Atlanta, GA
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A first look at what’s relevant to the programming of The Shake-Up Show.

How to Build a Silo-Busting Integrated Communications Team

By: Miri Rodriguez, Microsoft Americas
April 26th, 2017

A salesperson, a PR manager and a marketer walk into a bar…or so your bottom line wishes. As organizations finally recognize that social media is beyond just another “do we really need this?” marketing channel and proving to be a true catalyst for transformation, a new set of challenges is arising from (or perhaps made more […]


3 Steps to Spur Your Customer Community ROI

By: Vanessa DiMauro, Leader Networks
April 25th, 2017

What enables some customer communities to be financially productive while others remain a cost center? In the latest research study conducted by my firm Leader Networks, “The Business Impact of Online Communities,” we found that almost half (49%) of community leaders report revenue gains from their online community. This is an exciting proof-point but it […]


How Mars Electrified Uncle Ben’s and Whiskas Through Content Marketing

By: Drew Neisser, Social Media Explorer
April 19th, 2017

Rob Rakowitz, the global director of media at Mars, has done some compelling content marketing for varied consumer brands like Snickers, the cat food Whiskas and Uncle Ben’s. So what can the man from Mars tell us about his content marketing strategy? Well, among other things, “keep it simple.” In his view, the more you […]


6 Tips for Keeping Your Company’s Social Media Accounts Secure

By: Elizabeth Harmon, Social Media Explorer
April 18th, 2017

Social media sites are popular targets when it comes to hacking. LinkedIn was targeted last year, with details of over 100 million users put up for sale on the dark web. Even Facebook founder Mark Zuckerberg had his accounts compromised. In fact, almost two-thirds of U.S. adults believe their social media accounts have been hacked, […]


5 Perspectives on Data-Driven Social Media Marketing

By: Natascha Thomson, MarketingXLerator
April 13th, 2017

Data-driven marketing is not just a buzz term, it’s a real business need for those who want to stay competitive. Closed-loop attribution is still the elusive Holy Grail that each marketer dreams to achieve. But data analysis requires human intervention and it’s easy to mistakenly select metrics that are not delivering the full picture or are […]


3 Customer Loyalty Tips: Why Your Social Media Communities Aren’t Cutting It

By: Kristina Libby, S.W.C.
April 12th, 2017

No one is arguing against the benefits of customer loyalty communities. In fact, most Fortune 500 brands are working hard to cultivate a network of loyal customers online. Mostly, this community-building happens on social media when brands build pages and platforms to attract and retain those loyal customers. However, many brands develop myopic views around their […]


Georgia-Pacific’s 3 Secrets of Effective Storytelling

By: Drew Neisser, Social Media Explorer
April 6th, 2017

Storytelling, as explained by Douwe Bergsma, is indeed a different way of looking at marketing communications, one that requires new processes, metrics and staff. Bergsma, CMO of Georgia-Pacific—the paper goods giant behind the Brawny, Quilted Northern and Dixie brands—offers some fascinating details that often separate a good story from a great one, including three secrets […]


How to Move From Multichannel to Omnichannel Marketing

By: Erin Everhart, The Home Depot, Inc.
April 5th, 2017

We know there’s no such thing as a linear path to purchase anymore. Even as early as 2012, Time Inc. found that digital natives—described as adults under 30—are switching platforms every other minute. They can literally be influenced at any time by any particular medium that triggers something in their psyche. So, it’s not just […]


How Coca-Cola’s Quest to Measure Engagement Led to a New Metric

By: Natalie A. Johnson, The Coca-Cola Company
March 31st, 2017

We launched Coca-Cola Journey on Nov. 12, 2012, as a meaningful way to connect with our consumers and fans. Brand journalism was still in its infancy at that time. We wanted to make a bold statement by turning our corporate website into a digital magazine, so we did just that. My challenge was to make […]

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How Southwest Airlines Preps Timely Content, Far in Advance

By: Linda Rutherford, Southwest Airlines
March 30th, 2017

The internet gives but it can also take away. The good news in today’s digital world is that companies are now in the content driver’s seat. Organizations have become their own mini media conglomerates, able to message, provide commentary and launch content at a moment’s notice and without traditional media gatekeepers as a governor. That’s […]

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