Agenda - The Social Shake-Up Show


Session topics include

  • The Role of the Social Practitioner
  • Crises on Social Media
  • Inclusive Marketing
  • Accessibility in Social Media
  • Community through Content
  • Shoestring Budgets
  • Navigating the New Rules of SEO

The Social Shake-Up 2021 is designed to highlight the latest social media trends as they relate to Business & Strategy, Creative & Storytelling, and Platforms & Case Studies. Experts from Kroger, WarnerMedia, JPMorgan Chase, EY, Home Depot, Mailchimp, IBM and GLAAD are just some of the speakers who will provide actionable takeaways for attendees.

Wednesday, Sep 22

  1. 7:30 am - 8:30 am

    Networking Breakfast

  2. 8:30 am - 9:15 am

    Opening Keynote

  3. 9:20 am - 10:00 am

    The Evolving Role of the Social Practitioner

    The social media manager, once relegated to simply posting on a brand’s myriad channels occasionally, has vastly changed over the last decade. The role now encompasses research (where and when to post), content creation and iteration, measurement, campaign optimization, customer service, reputation management, crisis communications...the list goes on. In this discussion, our panelists will share: 

    Best practices for structuring a team at a variety of different types of organizations
    How social media, marketing and public relations intersect, and how the two can best work together 
    How managers and their teams avoid ever-increasing burnout 

    • Tomika DePriest

      Tomika DePriest

      Senior Director of Communications for Emory Campus Life
      Emory University
    • Rebecca Dorfman

      Rebecca Dorfman

      Public Relations and Branded Content Director
      Zumba Fitness
    • Falynne Finagan

      Falynne Finagan

      Americas Social Media Leader
  4. 10:00 am - 10:30 am

    Networking Break

  5. 10:30 am - 11:00 am

    Video Storytelling Must-Haves for Social Viewers

    Social media algorithms (and users) hunger for video content as much as ever, so your video content needs to hook viewers in an instant. In this session, get real-world examples of successful video campaigns, the thinking behind them, and proven tactics for delivering video content that makes a lasting impression. 

    • Jamel Coles

      Jamel Coles

      Sr. Specialist, Marketing & Social Media
      Cox Communications
  6. 10:30 am - 11:00 am

    LinkedIn Tactics for 2021 and Beyond

    From opening up its blogging capacity to expanding live video and targeting capabilities, LinkedIn can be your organization’s secret weapon—if you use it wisely. In this session, get real-world tips on making LinkedIn’s content and advertising features work for your brand. 

    • Kelly Stone

      Kelly Stone

      Sr. Director, Digital Strategy
  7. 10:30 am - 11:00 am

    Sound Decisions: Social Listening Tactics for Driving Results

    While social listening software has made it easier for marketers to spot trends and denote audience sentiment, a human touch is still needed to know what to do with all of that data. Our panelists will share how they convert social listening data into actionable campaign strategies that tie to business goals.

    • Taylor Alston

      Taylor Alston

      VP, Social Media & Community Management
      JPMorgan Chase & Co.
    • Nkongho Beteck

      Nkongho Beteck

      Sr. Manager of Social Media and Digital Content
      National Retail Federation
  8. 11:15 am - 11:45 am

    How to Determine Whether to Jump on the Social Commerce Bandwagon

    Gen Z, combined with the increase of online shopping due to the pandemic and the rise of livestream shopping across a multitude of platforms, has given way to an increased interest in social commerce. While some brands have started to explore this strategy, others are just beginning to test the waters. Learn whether this strategy is right for your brand and best practices for getting started.

  9. 11:15 am - 11:45 am

    Strategies for a Shifting Influencer Landscape

    In this panel, learn key strategies for landing an influencer that truly resonates with your target audience, while ensuring the partnership stays productive and meets business goals. Our panelists will discuss evolving influencer marketing strategies that have emerged amid the pandemic and beyond. We’ll also take a look at new or underutilized platforms like TikTok and YouTube.

    • Dwayna Haley

      Dwayna Haley

      EVP, North American Growth Lead
      Porter Novelli
    • Casey Smith

      Casey Smith

      Senior Social Media and Influencer Marketing Manager
    • Andrea Hamilton

      Andrea Hamilton

      CEO & Co-Founder
      Theory Communications
  10. 11:15 am - 11:45 am

    Social Media Writer’s Block: Strategies for Outside-the-Box Creative

    Veteran marketer Micah Hart (Buffalo Wild Wings, NBA, “Who Knows One?”) shares his top tips for getting inspired when you’re fresh out of—or have yet to generate—unique social media content ideas. Whether you’re rethinking your content ideation process, or just want some tips to make your posts stand out in the feed, Micah has ideas to stop the scroll and the creative struggle.

    • Micah Hart

      Micah Hart

      Creator & Host
      Who Knows One?
  11. 12:00 pm - 12:30 pm

    Managing Ambassador Takeovers

    Customers and community members often respond better to peers than the brand in question, but how do you choose the ideal representative for your organization—and make sure they stay on message? In this session, Jamila Walker, Old Dominion University Social Media Manager, will share her process for selecting students for social media account takeovers, as well as some of the tactics and content that made takeovers successful in achieving ODU's social media goals.

    • Jamila Walker

      Jamila Walker

      Social Media Manager
      Old Dominion University
  12. 12:00 pm - 12:30 pm

    Choosing and Tracking KPIs

    Savvy marketers know to tie each post and campaign to an overarching goal, be it awareness, consideration, donations or sales. But how do you choose the key performance indicators that tell you whether content is resonating—and better yet, allow those KPIs to inform campaign pivots, audience targeting and future content? In this session, learn tactics to nail down the indicators that will help you make the most of your social media efforts.

    • Tammy Lay

      Tammy Lay

      Social Media Manager
  13. 12:00 pm - 12:30 pm

    Making the Most of YouTube

    YouTube just celebrated its sweet 16, and is the second-biggest search engine next to parent company Google, with 2.3 billion monthly active users. Yet, despite its longevity and popularity, many marketers and communicators use the platform only sparingly. In this session, learn how to deploy your YouTube efforts anew, and get up-to-date best practices for reaching new audiences on the platform.

    • Mark Avera

      Mark Avera

      Porter Novelli
  14. 12:30 pm - 1:30 pm

    Networking Lunch

  15. 1:45 pm - 2:15 pm

    Elevating LGBTQ Visibility and Safety on Social

    • Rich Ferraro

      Rich Ferraro

  16. 1:45 pm - 2:15 pm

    Creating Community through Content

    Much of social media management comes down to building and nurturing a shared identity among users. From driving conversations among niche hobbyists to educating prospective customers, social media professionals are often charged with bringing people together, and ultimately building customer loyalty. Our presenter will discuss how to create and curate content that drives engagement, build an authentic community, and make your organization a truly valuable resource to its audience.

    • Rachel Coffey

      Rachel Coffey

      Social Marketing Manager
      Le Creuset
  17. 1:45 pm - 2:15 pm

    The Power of Accessibility in Social Media

    Despite all intentions, several items, across platforms, can cause accessibility issues both for content creators and for the audiences they are intending to reach. In this session, Matisse Hamel-Nelis shares why accessible  social media is important and provides attendees with specific use cases on the various social platforms.

    • Matisse Hamel-Nelis

      Matisse Hamel-Nelis

      Project Manager, Inclusive Workplaces
  18. 2:30 pm - 3:00 pm

    B2B Social Media

    B2B marketers are charged with finding the needle in the haystack: reaching narrow swaths of an ever-growing pool of social media users. In this session, learn how marketers working at top B2Bs are finding leads and building influence using tailor-made content targeting their ideal and existing customer bases. 

    • Austin Russell

      Austin Russell

      Social Media Manager
  19. 2:30 pm - 3:00 pm

    Hitting the Ground Running With TikTok

    There is no question that TikTok is the latest social media star of the show. But when brands enter the fray, TikToks can tilt quickly from creative to forced given the platform’s audience can sniff out inauthenticity in a heartbeat. In this session, learn some strategies for testing TikTok content with audiences, and growing your footprint once you find your groove.

  20. 2:30 pm - 3:00 pm

    Post-Pandemic Posts with Purpose

    The pandemic has profoundly changed all of us–not to mention the ways in which we approach social media and technology. Social media marketers are at a crossroads: Do consumers want a return to normalcy in their social feeds? Or should marketers switch up their approach and continue to acknowledge our year-plus struggle to stay safe and healthy? Brandi Boatner, manager of digital and advocacy communications at IBM will discuss audience expectations and potential directions for brands. 

    • Brandi Boatner

      Brandi Boatner

      Manager, Digital & Advocacy Communications
  21. 3:15 pm - 3:45 pm

    Nonprofit Social Media Tactics

    When it comes to social media, nonprofit organizations face some of the toughest challenges: little, if any, budget for paid social, small or solo teams, and competing with other worthy causes for audience awareness and funding. Whether you work at a nonprofit yourself, or are simply looking to get thriftier with your social media resources, you’ll come away from this session with tested strategies for making a big impact and driving your mission home, regardless of your organization’s size or budget.

    • Alex Kuntz

      Alex Kuntz

      Public Relations Specialist
      ECMC Group
  22. 3:15 pm - 3:45 pm

    Inclusive Messaging on Social

    Inclusion is more than just a buzzword; it’s a business imperative, though many still struggle with getting it right. Why do so many organizations continue to fall flat in their inclusive messaging strategies? In this session, Romey Louangvilay will share best practices for businesses large and small, provide real-world examples of messaging that missed the mark and explain how marketers can do better.

    • Romey Louangvilay

      Romey Louangvilay

      Head of Communications and Creative Director
  23. 3:15 pm - 3:45 pm

    Social Media Reporting That Execs and Clients Truly Understand

    In this session you’ll learn how to make your social media reporting and measurement more accessible and legible to your executive team or client. Our presenter will also discuss using analytics to make the case for additional marketing resources in the longer term, while clearly and effectively communicating business goals as they relate to social media efforts.

    • Sabrina Merritt

      Sabrina Merritt

      CEO & Founder
      October Social Media
  24. 3:45 pm - 4:15 pm

    Networking Break

  25. 4:15 pm - 5:00 pm

    Emerging Platforms: Finding the Right Fit for Your Brand

    Despite TikTok’s monumental rise the last few years, many brands have yet to dip their toes in—some perhaps overly cautious, with others yet to find an audience on the platform. The same goes for new social audio player Clubhouse and its clones across Facebook, Instagram and Twitter. Other brands have been more eager to take risks, exploring the possibilities of risqué platform OnlyFans, or building niche communities on Discord. Our panelists will explore the risks and rewards of diving into new platforms, sharing how they know when to go for it–and when to take a pass. 

    • Sarah Kitlas

      Sarah Kitlas

      Sr. Director, Social Strategy & Partnerships
    • Tiffany Rivers

      Tiffany Rivers

      Director of Social Media
      Media Cause
  26. 5:00 pm - 7:00 pm

    Networking Reception

  27. 7:00 pm - 9:00 pm

    Dine-Around Atlanta

Thursday, Sep 23

  1. 7:30 am - 8:30 am

    Networking Breakfast

  2. 8:30 am - 9:25 am

    The Latest In The Social Audio Sector—with Special Guest

    Sure, social audio is a hot topic in social marketing circles, but how do you grow a following in this burgeoning space? In this mainstage session, learn how the superfan marketers behind #ClubBravo built a community of 9,000 followers on Clubhouse in 90 days. Jim Nickerson and Dave Quinn, who founded #ClubBravo on Clubhouse, will share their top social audio takeaways.  Then, tech investor and Real Housewife of Atlanta Tanya Sam joins Dave on stage for a one-on-one interview to discuss her take on the social audio sector and more.

    • Jim Nickerson

      Jim Nickerson

      Lead Instructor, Digital Marketing
      General Assembly
    • Dave Quin

      Dave Quin

      Entertainment Journalist
  3. 9:30 am - 10:00 am


  4. 10:00 am - 10:30 am

    Networking Break

  5. 10:30 am - 11:00 am

    How to Shake Up Your Org’s Facebook Presence

    Despite the emergence of shiny new platforms, Facebook’s nearly 3 billion monthly users still crave relevant content from the accounts they follow. In this session, join Andrea McCarren to learn how she leveraged her decades of experience in television news to dramatically transform PenFed Credit Union’s Facebook footprint. Andrea will share cost-effective strategies to increase your following, encourage audience engagement and produce meaningful, inspiring content.

    • Andrea McCarren

      Andrea McCarren

      Chief Content Officer
      PenFed Credit Union
  6. 10:30 am - 11:00 am

    Determining Social Strategy by Channel

    While social media platforms share certain qualities—prioritizing visual content, for instance—deep differences exist in audience expectations on each channel. And while some audience overlap exists, your creative assets may not resonate the same way on TikTok as they do on Instagram, and vice versa. In this session, learn strategies for tweaking and adjusting creative to meet platform audiences where they are, while being more strategic in leveraging the channels that truly speak to your target market.

    • Marcus Matthews

      Marcus Matthews

      Senior Manager of Social Content
      ESPN: The Undefeated
    • Ivan Ruiz

      Ivan Ruiz

      SVP Digital
      Goodfuse PR
  7. 10:30 am - 11:00 am

    Social Media on a Shoestring Budget

    You have ambitious, inspired ideas for your next campaign—but you are working with a skeleton crew and a negligible (or zero) social budget. So, what’s a social marketer to do? In this session, learn how fellow thrifty social media pros are making the most with less, winning new audiences in spite of limited resources.

    • Dennis-Anthony Dent

      Dennis-Anthony Dent

      Manager, Communications and Social Media
    • Rachel Russell

      Rachel Russell

      PR & Social Media Specialist
      The Honey Baked Ham Company
  8. 11:15 am - 11:45 am

    Driving Performance with Targeting and Content Segmentation

    Smart marketers know that targeting and segmenting audiences are key to making the most out of their content creation and paid social efforts. Yet, there is much we don’t know about social platforms’ interest and demographic targeting capabilities. In this session, demystify the targeting and segmentation process on social to make the most of your social media resources.

    • Gaetan Akinrolabu

      Gaetan Akinrolabu

      Director, Paid Media and Social Media Strategy
      Bristol Myers Squibb
  9. 11:15 am - 11:45 am

    The Importance of a Sound Social Media Policy

    Because of the constant change in the landscape of social media, internal social media policies are often vague, if they even exist at all. For those organizations that don’t have a policy in place, figuring out where to start may be mystifying. In this session, attendees will learn how to explain governance to other internal stakeholders and emphasize how a sound policy protects the organization for reputational and business threats. Whether you’re a solo social media practitioner or part of a global organization, you’ll gain actionable insights into understanding how to identify high priority governance issues and implement simple changes to protect your organization social media properties and presence. 

    • Mara Butts

      Mara Butts

      PR Pro and Social Media Strategist
      Hexagon Geosystems
  10. 11:15 am - 11:45 am

    When Brands Should (and Shouldn't) Jump on the Latest Trend

    Brands have more desire than ever to be the first to jump on the latest trends. Be it the newest platform, some just-gone-viral content, or perhaps a response to news of the day, brand marketers are under immense pressure to speak up and get it right. In this session, attendees will learn when and how to jump on the bandwagon and when to avoid being the first.

    • Jasmine Teer

      Jasmine Teer

      VP Strategy
      Small Girls PR
  11. 12:00 pm - 12:30 pm

    Managing It All As a Team of One

    From the latest platforms to the most current features, to managing crises that hit first on the various channels and ensuring brand voice and creativity are top of mind, social media managers are expected to know, and do, it all. While some organizations are fortunate to have teams in place to juggle these responsibilities, others have a sole practitioner expected to wear all these hats. Learn best practices on prioritization from a team of one, including how to manage it all without burning out.

    • Kaitlin Shea

      Kaitlin Shea

      Social Media Specialist
      The Weather Channel
  12. 12:00 pm - 12:30 pm

    Mastering Instagram in a Nutshell

    Get a full rundown on the latest Instagram tools (including IGTV, Stories, Reels and Insights), and learn how to audit your Instagram audience and competitors for continued success. We’ll discuss integrating business goals into your Instagram game plan, as well as exploring techniques like the 60/40 curated/created mix and a stop-start-continue strategy. Plus: Get the latest tips for engagement, profile optimization, resources for content inspiration and branded hashtags.

  13. 12:00 pm - 12:30 pm

    Rewarding Customers through Surprise and Delight

    Actively engaging with your customers is a key part of social media management. Come learn how surprise and delight can be used to reward engaged and loyal customers while also proving to be a great addition to existing campaigns.

    • Malerie Thornton

      Malerie Thornton

      Social Media – Community Management Lead
      Home Depot
  14. 12:30 pm - 1:30 pm

    Networking Lunch

  15. 1:30 pm - 2:00 pm

    Making (Audio) Waves: Social Audio Platform Tips & Tactics

    Now that the big social platforms have reproduced Clubhouse’s core features, it’s become clear that social marketers will likely need to add social audio to their toolkit. We’ll compare and contrast Clubhouse against the Twitter and Facebook clones, and offer tips and tactics for making the most of the latest cross-platform craze.

    • Jim Nickerson

      Jim Nickerson

      Lead Instructor, Digital Marketing
      General Assembly
  16. 1:30 pm - 2:00 pm

    Developing a Cohesive Social Strategy Across a Global Organization

    Within a global organization, it’s critical to ensure all locations are aligned on internal processes with regard to managing social strategy. Not only should the organization share one brand voice, but it’s prudent that offices around the world are not duplicating efforts. In this session, Lauren White shares best practices for creating processes across her organization to ensure all regions are in lockstep when it comes to policies, channel setup and content strategy, while also allowing for localization and cultural relevance.

    • Lauren White

      Lauren White

      Sr. Manager of Digital Marketing & Communications
  17. 1:30 pm - 2:00 pm

    Making SEO & Social Media Work Together

    A properly optimized website can do marvels for your social media campaigns. In this session, Verizon’s Hannah Kurtz will share how to use data from social media to inform your SEO strategy. Learn how to apply your knowledge of the digital landscape to determine and meet users’ search intent, serving the algorithms what they need to rank you on page one.

    • Hannah Kurtz

      Hannah Kurtz

      SEO Manager
  18. 2:15 pm - 2:45 pm

    Navigating a Social Media Crisis

    Nobody wants to wake up at 3am in the middle of a tweet-storm, happens. Pick up strategies for addressing a crisis that breaks on social media from a communications pro who’s weathered stormy social media waters and survived to tell the tale. 

    • Kelley Jackson

      Kelley Jackson

      Director of Communications
      Democracy for America
  19. 2:15 pm - 2:45 pm

    Paid Social for Thrifty Marketers

    As social networks look for more ad revenue, organic social continues to be a challenge for marketers. So, how do you get the most bang for your paid social buck? From Facebook, to Instagram to LinkedIn, our presenter will share overlooked features and tactics for social media professionals to deploy as they budget and bid.

    • Justin Buchbinder

      Justin Buchbinder

      Director of Social Media
      Finn Partners
  20. 3:00 pm - 3:30 pm

    Handling Social Media Burnout

    Even before the pandemic swept the globe, social media burnout was a real problem. In this session, our presenter will share advice, tools and strategies for how social marketers can do self-care right and unplug, despite the expectation to be online 24/7.