May 12-14, 2020
Marriott Marquis Atlanta

What’s Shakin’: Integrated Communications

atlanta hawks

For the Atlanta Hawks, Social Integration is the Great Assist

By: Nic Bell, Social Media Manager, Atlanta Hawks
April 4th, 2019

Working in sports is interesting, because—as we affectionately say around our offices—we are marketing a product that we have absolutely no control over. This is a blessing and a curse. But it’s always exciting to see what storylines we can promote, no matter the basketball team’s record. Some fans may not realize that the Hawks’ […]

coca cola freestyle machine

How Coca-Cola Freestyle Builds Awareness and Relationships

By: Seth Arenstein
April 1st, 2019

Sometimes iconic brands dictate the terms of their relationships with smaller companies. Not Coca-Cola Freestyle, the touchscreen-operated Coke dispenser seen in restaurants and cinemas. Instead, Coca-Cola Freestyle focuses on building strong, collaborative relationships with key customer partners, says its marketing director Sarah Greenberg Sachs, a speaker at The Social Shake-Up, May 6-9 in Atlanta. This focus […]

wrecking ball, break down silos

5 Ways to Break Up Silos and Integrate Your Communications Strategy

By: Sophie Maerowitz
February 1st, 2018

In one corner we have marketing. In the other, communications. Who will take home the heavyweight belt? OK, so maybe most communications silos haven’t gotten bad enough to require physical combat. But with marketing, communications and social media teams all vying for company time and money, brands often struggle to break up silos and allocate […]

Notes Toward a Social Media Org Chart

By: Jerry Ascierto
December 16th, 2017

Where does social media fit in your organization? Who owns it? And how should the work be divvied up among your team members, by platform, subject matter, area of expertise? As any brand communicator knows, those questions aren’t as simple as they seem. And the bigger the organization, the more complicated those questions may become. […]

How Airbnb Teamed Up With National Geographic for the Ultimate Eclipse Experience

By: Ian James Wright
August 21st, 2017

You can’t always do it alone. To capitalize on a huge trend or event, sometimes your brand needs the perfect partner. Such is the case with the 2017 total solar eclipse. The ultimate eclipse experience involves traveling to an ideal location and learning about the cosmic phenomenon under expert guidance, and Airbnb and National Geographic realized […]

Where Should Social Media Live in Your Organization?

By: Kristina Libby, S.W.C.
June 27th, 2017

For the past decade, people have argued about where social media should sit in a company’s organizational chart. And communicators have summarily been shifted around as the argument evolves and various experts pontificate on the best location. But ultimately, there’s no such thing as a one-size-fits-all approach—social media’s location should be a direct reflection of a […]

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 […]

How a Windows Rollout Led Microsoft to Unify Its Social Media Strategy

By: Jerry Ascierto
January 26th, 2017

When Microsoft rolled out Windows 10, it didn’t expect the deluge of social media conversations that followed. That may seem surprising for a company its size, but the response across the globe was massive. And it displayed the power of social media to force organizations to rethink their marketing, sales and customer-care strategies. Miri Rodriguez—who […]

10 Rules for Writing Great Social Media Content

January 6th, 2016

Writing for social media is unlike writing for any other content channel. Your words have to resonate with an audience that is immune to the hard sell, savvy to marketing lingo, eager to get to the point, and inundated with messaging from a thousand other sources. Your job as a communicator is to write content […]

7 Steps to Better Communicating Your Brand’s Story

May 7th, 2013

Think of the strongest brands you know. Were Apple, Southwest and FedEx among them? What the strongest brands have in common—and likely why these three may have come to mind first—is that they deliver well on their value proposition. That is, they do what they say they will, and most likely do it better than […]

At The Social Shake-Up