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, Sept. 22nd Thursday, Sept. 23rd


  1. 7:30 am - 8:30 am

    Networking Breakfast

  2. 8:30 am - 9:15 am

    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
    • Chaia Raibon

      Chaia Raibon

      Senior Social Lead
    • Mikelle Street

      Mikelle Street

      Director of Social Media and Audience Engagement
      Pride Media
    • Tiffany Rivers

      Tiffany Rivers

      Director of Social Media
      Media Cause
  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
    • Sophie Maerowitz

      Sophie Maerowitz

      Senior Content Manager
      The Social Shake-Up
  4. 10:00 am - 10:30 am

    Networking Break

10:30 AM - 11:00 AM

  1. 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
    • Seth Arenstein

      Seth Arenstein

      The Social Shake-Up
  2. 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

11:15 AM - 11:45 AM

  1. 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?
  2. 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

      Chief Brand & Communications Officer
      Metro Atlanta Chamber of Commerce
    • Andrea Hamilton

      Andrea Hamilton

      CEO & Co-Founder
      Theory Communications
    • Sophie Maerowitz

      Sophie Maerowitz

      Senior Content Manager
      The Social Shake-Up

12:00 PM - 12:30 PM

  1. 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
  2. 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
  3. 12:00 pm - 12:30 pm

    Disruptive Platforms: The Future of Brand Marketing on OnlyFans, Discord and Tumblr

    Brands are seeking new, disruptive channels for candid avenues to interact with their audiences. But a brand's image still needs to fit within the platform in some way, shape or form. Fortunately, there are many disruptive platforms that allow brands to think outside the box in order to reach consumers through creative endeavors. In her presentation, Ashley will unpack some of these disruptive platforms, including OnlyFans, Discord and Tumblr.

    • Ashley Cooksley

      Ashley Cooksley

      Managing Director North America
      The Social Element
    • Amy Gilbert

      Amy Gilbert

      Head of Social
      The Social Element
  1. 12:30 pm - 1:30 pm

    Networking Lunch

1:45 - 2:15 PM

  1. 1:45 pm - 2:15 pm

    Elevating LGBTQ Visibility and Safety on Social

    In this fireside chat, Rich Ferraro, Chief Communications Officer at GLAAD, will share the latest insights and best practices for LGBTQ inclusion, visibility and safety on social media. We’ll walk through an up-to-date glossary of LGBTQ language for social media professionals to be aware of, as well as sharing actionable findings from the latest consumer research on LGBTQ inclusion in advertising and brand communications. Attendees will come away with ideas for going “over the rainbow” in their communications and learn steps to take in order to avoid getting called out by the LGBTQ community for an inauthentic approach.

    • Rich Ferraro

      Rich Ferraro

    • Ranjan Goswami

      Ranjan Goswami

      SVP, Customer Experience
  2. 1:45 pm - 2:15 pm

    What Would Snoo Do? A Brand’s Guide To Conquering Reddit.

    How did Taco Bell wrangle Reddit? Simple. By asking what would Snoo do and going from there. Through social listening, a platform-first strategy and fostering authentic community relationships, Taco Bell successfully made content for Redditors, by Redditors. Learn how.

    • Lauren Murphy

      Lauren Murphy

      Associate Strategy Director, Social
      Deutsch LA
  3. 1:45 pm - 2:15 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

2:30 - 3:00 PM

  1. 2:30 pm - 3:00 pm

    Best Practices for Using Social in Your B2B Marketing

    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 using tailor-made content targeting their ideal and existing customer bases. 

    • Nikkia Adolphe

      Nikkia Adolphe

      VP, Communications
      Media Frenzy Global
    • Ashleé Lindo

      Ashleé Lindo

      VP, Social Media Group Manager
    • Matt Hensler

      Matt Hensler

      Director of Digital Integration
      Colin Kurtis
  2. 2:30 pm - 3:00 pm

    Consistently Localize Your Brand’s Social Media Content Before Humans Gets To Mars

    It’s no interplanetary leap to ensure your brand’s content is pushed consistently to social media and Google pages at the local level. Join us on a trip as we launch your brand to new altitudes. Mission: Brands and Retailers synced, sharing, and operating on all boosters. All are welcome – after all, it’s not rocket science.

    Key takeaways:

    • How the trip to Mars and the importance of a local social media and search are more aligned than may you think.
    • Creating high-quality is expensive; how to squeeze every drop of value you can out of it.
    • How the landscape of search and personalization has affected marketing.
    • Relationships drive sales – how to maximize your efforts’ ROI at the local level.
    • Harnessing automation to help local retailers and own digital shelf space.
    • Matthew A. Brown

      Matthew A. Brown

      President & CEO
    • Carissa Mastry

      Carissa Mastry

      VP, Account Management

3:15 - 3:45 PM

  1. 2:30 pm - 3:00 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
  2. 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
  3. 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
  1. 3:45 pm - 4:15 pm

    Networking Break

  2. 4:15 pm - 5:00 pm

    Keynote: Atlanta Hawks x CollabCrib: How the Hottest TikTok House Added Fuel to an Unexpected Playoff Fire

    In this keynote conversation, hear from the power players driving Atlanta's rise as the influencer capital of the country. The Atlanta Hawks, long known for successfully tapping into the city’s cultural zeitgeist, connected with the Atlanta-based TikTok House CollabCrib, subject of The New York Times Presents: Who Gets to Be an Influencer? documentary, to help drive excitement for the team’s unexpected 2021 NBA Playoff run. Hawks Director of Marketing, Narcis Alikhani, and Keith Dorsey, co-founder of CollabCrib, will discuss the partnership, the importance of recognizing creators of color, and the shifting paradigms for generating authentic fan engagement.

  3. 5:00 pm - 7:00 pm

    #SSU2021 MIXER


  1. 7:30 am - 8:30 am

    Networking Breakfast & Bellini Bar

  2. 8:30 am - 9:25 am

    The Accidental Creators: How Social Audio Has Contributed to the Creator Economy- with Real Housewife of Atlanta Tanya Sam

    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.

    • Tanya Sam

      Tanya Sam

      Tech Investor & Real Housewife of Atlanta
    • Jim Nickerson

      Jim Nickerson

      Lead Instructor, Digital Marketing
      General Assembly
    • Dave Quinn

      Dave Quinn

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

    Moving Faster than the Internet: Lessons in Crafting Rapid Response for Some of the Biggest Voices Online

    Join Sarah J. Galvez, former Director of Social Media for President Joe Biden’s 2020 campaign and current member of the Google Social Lab, as she walks you through creating content strategies and large-scale campaigns when time — and constant chatter on social — is working against you.

    • Sarah Galvez

      Sarah Galvez

      Social Media Marketing Manager - Social Lab
  4. 10:00 am - 10:30 am

    Networking Break

10:30 - 11:00 AM

  1. 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
    • Nicole Schuman

      Nicole Schuman

      Senior Editor
      The Social Shake-Up
  2. 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
    • Jessica Neville Tinetti

      Jessica Neville Tinetti

      Group Strategy Director, Content

11:15 - 11:45 AM

  1. 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
  2. 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

12:00 - 12:30 PM

  1. 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
  2. 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) that you should be using to level up your strategy. Learn how to audit your Instagram account to understand your content performance, audience and how you stack up against your competitors. 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 and resources for content inspiration.

    • Brianna Huff

      Brianna Huff

      Assistant Vice President, Enterprise Content Strategist
      Citizens Bank
  3. 12:00 pm - 12:30 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

      VP of Communications
  1. 12:30 pm - 1:30 pm

    Networking Lunch

1:30 - 2:00 PM

  1. 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

2:15 - 2:45 PM