RAGAN VIRTUAL WORKSHOP

Social Media for Communicators

Thursday, May 20, 2021 | 1–3:30 p.m. ET

Come back stronger with new campaigns, ideas and hacks

See how to stand out, grow your audience and come back stronger if you’re in…

Social Media • Digital Marketing • Video & Visual Communications
Corporate Communications • Public Relations

Social  media soared during social distancing. It kept people connected with each other and organizations that mattered to them. But expectations, channels and messaging also shifted.

Social media’s resurgence is here to stay—and you’re on the brink of new growth if you can adapt and keep pace with the speed of change. Good news: This deep-dive workshop is the roadmap you need if you want to blaze a path forward and level up results during recovery.

Don’t let uncertainty or an outdated social media plan keep you from thriving amid change. Join Sabrena Pringle (American Diabetes Association), Riham El-Lakany and Carissa Hampton (Freddie Mac), Meggan Hood (Explore Georgia), Annette Sally (Blue Sky Agency), Hannah Bourgeois and Anthea Thomas (Broward MPO); Angie Aldape (Microsoft) and Tulani Elisa (Fox Entertainment) to successfully shift to a more responsive social media strategy and dynamic online presence in the new normal.

You'll also receive these bonus materials:

  • Guide to Inclusive Language on Social Media
  • AdRoll's Ultimate List of Social Media Resources
  • Instagram's Guide for Businesses
  • The Sophisticated Marketer's Guide to LinkedIn
Don't miss this unique opportunity!

Top 9 things you’ll learn:

  • Beyond the pivot: The new rules of social media marketing in 2021
  • Trends that stuck: How the pandemic altered customer expectations and online behaviors—plus how to incorporate them into your channels
  • Examples of adaptable social media strategies that boost reach, ROI and trust
  • Inspiring case studies and hard-won insights from social media programs that refocused, got creative and thrived during the pandemic
  • How brands are rethinking Facebook, Instagram, LinkedIn, Twitter, Snapchat, Pinterest and TikTok while testing newbies like Clubhouse and Twitter Spaces
  • The promise and perils of purpose: How to find your social media voice around DEI and social justice—plus how to know when to engage in hot button issues
  • Secrets of killer content now: How to be relevant, entertaining and trusted
  • The magic of UGC activations: How to capture and curate visually stunning content on platforms like Instagram despite limited resources and restrictions
  • How to win the “race to ROI”—new, novel and need-to-try ideas to measure results
AGENDA
Agenda
1–1:25 p.m. ET
Session 1: Strategy
How to Revise, Revive and Reignite Your Social Media Strategy

Bounce back and kick engagement into high gear by adapting your social media strategy to today’s reality. Hear how the American Diabetes Association (ADA) did just that by reimagining its social media processes, principles and platforms during the pandemic. You’ll learn:

  • Pivot: How a national organization’s communications team reimagined its
    entire social media strategy and content plan on the fly
  • Purpose: How to align values and value with every post or campaign
  • Pixels: How video propelled ADA’s social media engagement—plus low-cost
    storytelling tips you can apply to your own channels
  • Platforms: How the ADA experimented with new apps, post frequency and messaging
  • Proof: What the data said about what worked—and what’s next

 

Sabrena Pringle
Vice President of Communications, Brand & PR
American Diabetes Association
Read bio
1:30–1:55 p.m. ET
Session 2: Channels
What’s New in Creating Shareable Social Media Content and Communities

Consumers are sharing social media content at a higher rate, especially when it touches on topics like inclusivity—and they’re invited to become part of the conversation. Discover how Freddie Mac’s #LeadingtheWay campaign focusing on women’s issues made the shift from one-way thought leadership to powerful social media community building. You’ll learn how to:

  • Transform thought leadership into dynamic social media communities
  • Integrate DEI, women’s issues and purpose into your social media program
  • Dig for data—and find highly sharable social media nuggets in research
  • Ignite engagement with inspiring hashtags like #LeadingtheWay
Senior Content Marketing Manager
Freddie Mac Single-Family
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Chief Marketing and Communications Officer
Freddie Mac Single-Family
Read bio
2–2:25 p.m. ET
Session 3: Tools
Integrating Accessibility and New Tools into Your Social Media Program

If there’s one thing we’ve learned this past year, it’s that organizations that want to stay relevant and respected must embrace inclusivity. But inclusivity and accessibility are connected, especially on social media. Join to see how to bring your social media program up to speed with these expectations—and the latest tools for tracking social media results. You’ll learn:

  • What changed: Why social media content must now be designed to connect ALL communities and amplify ALL voices
  • How Broward Metropolitan Planning Organization (MPO) ensures accessibility
    for social media posts by implementing:

    • Alternate text for photos
    • Plainspeak to improve readability
    • Color contrast in graphics to improve viewability for vision impaired
    • Captions on videos
    • No use of strobe/flashing effects
  • How your team can integrate these social media tools for better results:
    • Adobe Spark for better graphics, videos and project pages
    • Mentimeter to boost internal and external engagement
    • Sprout Social to improve scheduling, organize posts and pull analytics
  • The new demands of workplace wellness: How to take an active role in combatting disinformation and communicating return-to-work on social media
Public Outreach Manager
Broward MPO
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Public Outreach Officer
Broward MPO
Read bio
2:30–2:55 p.m. ET
Session 4: Recovery
A New Blueprint to Engage and Inspire in a Socially Distanced World

How do you stay top of mind and inspire future travel when COVID-19 keeps everyone home? With no best practices to follow, Blue Sky Agency and Explore Georgia created the blueprint. See how they pivoted their social media to engage, activate and inspire during the pandemic—so you can better adjust your content and workflow when the next crisis strikes. You’ll learn:

  • Anatomy of a pivot-friendly, flexible social media strategy: Templates and tips
  • WFH teamwork: How to ramp up collaboration between comms teams and creatives
  • The magic of UGC activations: How BSA and Explore GA secured and shared visually stunning visitor-generated content on Instagram at a time without travel
  • What’s next: How to tap into the hunger for uplifting content, aesthetic eye candy
    and the return of “experiences” in the RL
Executive Vice President
Blue Sky Agency
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Division Director of Tourism
Georgia Department of Economic Development
Read bio
3–3:25 p.m. ET
Session 5: Closing Fireside
The Big Brand Bonus: What’s Next, What’s Hot—and What’s Not

It’s time to step back and hear how big brands are stepping into the future. In this fun, fast-paced closing fireside, you’ll hear how two execs who oversee social media ecosystems featuring over 100 accounts and 20 blogs helped to lead the charge during the pandemic pivot—and set their teams up for greater success in 2021. You’ll learn:

  • How Microsoft and Fox Entertainment’s social media teams shifted in 2020 a
  • How online communities pressured brands to take stances on big issues—
    plus how to engage now with Empathy, Purpose and Authenticity (EPA)
  • The content, format, channels and messages driving engagement today
  • How big brands now view the Big Five (Facebook/Instagram, TikTok, Twitter, YouTube)—
    while testing newbies like Clubhouse and Twitter Spaces
  • Microsoft Teams and the role social media apps play in the new hybrid workspace
Director of Blog and Social Operations
Microsoft
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Vice president of social media
Fox Entertainment
Read bio
3:25–3:30 p.m. ET
Closing Remarks and Key Takeaways
We'll share the top takeaways from the summit as you prepare to implement these ideas for your organization.

SPEAKERS
Director of Blog and Social Operations
Microsoft
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Vice president of social media
Fox Entertainment
Read bio
Sabrena Pringle
Vice President of Communications, Brand & PR
American Diabetes Association
Read bio

Chief Marketing and Communications Officer
Freddie Mac Single-Family
Read bio
Division Director of Tourism
Georgia Department of Economic Development
Read bio
Public Outreach Officer
Broward MPO
Read bio

Senior Content Marketing Manager
Freddie Mac Single-Family
Read bio
Executive Vice President
Blue Sky Agency
Read bio
Public Outreach Manager
Broward MPO
Read bio

If you are interested in submitting a speaker proposal, please contact Brian Pittman at BrianP@ragan.com

WHO SHOULD ATTEND?

You should attend if you spend at least a quarter of your time in any of these areas:

Social Media • Digital Marketing • Video and Visual Communications • PR • Corporate Communications

REGISTER NOW

PRICING
Join us for Social Media for Communicators virtual workshop.
Early Bird Rates
(until 05/06/21)
Regular Rates
Registration $600 $675
Ragan Insider Registration $500 $575
Nonprofit Registration $450 $525

Phone registrations and group pricing: For group orders please contact our customer service team at 800-878-5331 or cservice@ragan.com

For questions, please contact customer service at

CService@Ragan.com or by calling 800-878-5331.

Please visit our FAQ

FAQ

Cancellation Policy: Fees are non-refundable. Substitutions will be accepted up to 7 days prior to the event for another virtual event of equal value.

PRESENTED BY:

Ragan