Social Media Summit Agenda

Join PR News in beautiful San Francisco on Aug. 12 for its Social Media Summit, where you’ll learn from those brands and communicators that see where the social economy is headed. The PR News’ Social Media Summit is the one conference that ties together the bedrock skills communicators have always excelled in with the social sharing strategies and tactics that have proven to be successful for the smartest brands. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Here’s just a taste of what attending a PR News conference is like.


Bonus Checklists & Tip Sheets

All Attendees Will Receive the Following

  • • PR News’ Best PR Advice Book ($149 Value-Yours Free!)
  • • Guide to the New Social Network Sites and Apps
  • • Checklist: 5 Suggested Actions to Create Brand Advocates
  • • Checklist: How to Develop Relationships With Bloggers
  • • Guide to Promoting Your Pinterest Boards Effectively
  • • Tip Sheet: 5 Metrics to Measure Business Results
  • • Checklist: How to Manage Your Facebook Pages

Detailed Schedule

8:00 a.m. 8:35 a.m.

Registration & Networking Breakfast

8:35 a.m. 8:45 a.m.

Opening Remarks

8:45 a.m. 9:15 a.m.

Wake-Up Call: The Realities of Being a “Social Business” and the Opportunities for Visionary Communicators

For all of the talk of being a “social business,” what does it really mean, and what are the responsibilities—not just the opportunities—that come along with it? What is the economic, and non-market, logic that shapes participation in a digital age, and how should communicators be thinking differently about their role in an era of spreadability? This session looks at the current communication landscape and what is required of communicators to lead their organizations into the future—and elevate/transform the role of corporate communication/public relations in their enterprise in the process.

This Wake-Up Call will include:

  • A snapshot of what participation means in a digital age—with a focus on a wider range of online audience activity that communicators should focus on, beyond the traditional, brand-centric focus
  • A consideration of the immense business importance of listening and empathy, and the true meaning of engagement in social spaces
  • The importance of quality content and storytelling in the social media space
  • New job titles, roles and ways of working that are arising in the communication space—and that those who will lead communications into the future will need to know
  • Examples and case studies we can all learn from

Bonus: Guide to the New Social Network Sites and Apps


Ann Barlow
Partner & President, West Coast
9:15 a.m. 10:00 a.m.

Your Most Trusted Brand Communicators: How to Create Brand Advocates Through Social Sharing

You may be a communications staff of one, but you can create an army of advocates if you know how to inspire employees and your community to be social media brand ambassadors. Employees, in particular, are frequently viewed as having more credibility than a company’s executives, and consumer opinions are highly valued in the purchase process. This session will examine how to establish advocacy on social media and use these ambassadors to build visibility and trust for your brand.

You’ll learn how to:

  • Determine the level of employee engagement within your organization and how to improve it
  • Develop and share best practices for employee engagement on social media
  • Identify potential external advocates
  • Engage advocates to inspire their input and continued posting
  • Measure the success of your advocacy initiative

Bonus Checklist: 5 Suggested Actions to Create Brand Advocates


LT Stephanie M. Young
Deputy Chief, Social Media
United States Coast Guard
Dopson_Heather copy
Heather Dopson
Social Operations Manager
Connie Chan Wang
Social Media Strategist
10:00 a.m. 10:15 a.m.

Social Break

10:15 a.m. 11:00 a.m.

Blogs That Break Through: Strategies to Amplify Your Trusted Content

When you hear the catchphrase that “every organization is a media company,” what that really means is that authoritative content tied to your organizational goals is the most powerful PR/marketing strategy there is in the social economy. Learn how to develop a blogging strategy that is inextricable from your organization’s PR, advertising, marketing and business goals.

In the this session you’ll learn how to:

  • Develop a blogging strategy that is right for your brand
  • Get internal buy-in and resources for your blogging strategy
  • Find the best blogging voices within your own organization—and outside your organization
  • Establish and enforce an editorial calendar and internal policy for blogging
  • Amplify your blog content across all social channels

Bonus Checklist: How to Develop Relationships With Bloggers


Hman Rights Campaign
Maureen McCarty
Associate Director of Digital Media
Human Rights Campaign
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Kelly McGinnis
Senior Vice President and Chief Communications Officer
Levi Strauss & Co.
11:00 a.m. 11:45 a.m.

No Visuals? No Problem! Foolproof Ways to Find & Create Shareable Visual Content for Your Brand

Your brand doesn’t traffic in shoe or food porn? Feel left behind as social sharing gets increasingly visual? No need to worry—any organization can share visual content, if it has a savvy “visionary” communicator to guide it. Learn from visual storytelling experts who will show you how to find and create the visual content that is guaranteed to get shared on Facebook, Twitter, Pinterest, Instagram, Vine, Snapchat and more.

In this session you’ll learn how to:

  • Identify opportunities within your organization for visual content
  • Create visual content that effectively carries your brand’s message
  • Determine which visual social media platforms are best suited for your needs
  • Encourage your customers to create and share visual content related to your brand on social media
  • Create and shoot quality video on a budget
  • Take advantage of free and inexpensive tools for creating visual content

Bonus: Guide to Promoting Your Pinterest Boards Effectively


Danny Olson
Director, Digital
Weber Shandwick
Serena Ehrlich
Director, Social & Evolving Media
Business Wire
11:45 a.m. 12:00 p.m.

Social Break

12:00 p.m. 12:45 p.m.

Luncheon Keynote: A Conversation with Digital Futurist Brian Solis

Digital analyst, business strategist, futurist and author Brian Solis will discuss insights from his latest book, “What’s the Future of Business?” and present his vision of how PR and marketing professionals can help their organizations adapt to the transformed expectations of their key stakeholders. He’ll also talk about the need for communicators to perpetually reinvent themselves to thrive in the coming years.


Brian Solis
Principal Analyst
Altimeter Group
12:45 p.m. 1:00 p.m.

Social Break

1:00 p.m. 1:45 p.m.

Social Media Tactics for the First Hour of a Brand Crisis

Your brand is never more visible than it is during a crisis. For professional communicators, message management on social media during a crisis is where their skills are often best put to the test, and where the value of PR is often most apparent. Learn from crisis experts how to best handle that first hour of a crisis on social networks.

In this session you’ll learn how to:

  • Anticipate the types of crises that can hit your brand and create a framework for response on social media
  • Monitor social media channels for potentially damaging news and comments
  • Create a response team that can implement the crisis plan and respond to negative commentary
  • Craft a core message that can be communicated to all social media channels
  • Ensure that internal and external communications are consistent


Lexie Riegelhaupt
Director of Marketing and Communications
Rick Wion
Director of Social Media
1:45 p.m. 2:15 p.m.

How to Develop Social Media Metrics That Matter to Your Senior Leaders

Brand visibility on social networks means little if that visibility cannot be demonstrated to move the needle for your organization’s goals. Our social media measurement experts will share ways in which you can tap into senior management and make them partners in your digital communications—and develop the metrics that prove the value of your efforts.

In this session you’ll learn how to:

  • Set measurable goals and objectives that will guide your overall strategy
  • Establish key performance indicators that are relevant to your work
  • Measure social media efforts that mean something to you and to senior leaders
  • Establish clear expectations from senior leaders of your social media strategy
  • Create concise measurement reports that accurately and effectively track your progress on social media

Bonus Tip Sheet: 5 Metrics to Measure Business Results


Mitchell_Nikki copy
Nikki Mitchell
Vice President of Public Relations
Baylor Scott & White Health
Matt Dunn
Vice President, Digital Publishing & Social Strategies
Franklin Templeton Investments
2:15 p.m. 3:00 p.m.

Speed Networking

Get ready to share ideas, insights and business cards in this fast-paced round-robin session with your fellow attendees. You’ll walk away with dozens of new contacts and potential business partners.

3:00 p.m. 3:45 p.m.

Case Studies: Twitter Campaigns That Affect the Bottom Line

Making Twitter work for your bottom line is about more than posting a daily quota of tweets and waiting for followers to retweet. As a communicator, you need to battle the notion that Twitter can sap your team of valuable time and energy, and show how the brand visibility you gain on Twitter ties into your organizational goals. In this session, you’ll get case studies that will show you how you can launch Twitter campaigns that build your business.

You’ll learn how to:

  • Use Twitter to promote your products and business effectively
  • Create a Twitter campaign that engages existing followers and generates new ones
  • Explore Twitter’s paid media options, including promoted tweets and promoted trends
  • Use Twitter’s conversion tracking tool to visualize the conversion rate of your tweet campaign


Allan Gungormez
Enterprise Director of Social Media Strategy
Henry_Jessica copy
Jessica Henry
Director of Marketing and Public Relations
Not For Sale
3:45 p.m. 4:15 p.m.

Case Studies: Effective Brand Storytelling on Facebook

Of the millions of brand pages on Facebook, the ones that stand out do so because they have a strong visual component. This session will demonstrate the best examples of brand storytelling on Facebook and teach you how to create your own visual content that will show up in users’ news feeds.

In this session you will learn how to:

  • Find, create and share images and video that will rank high in your followers’ news feeds
  • Develop an editorial calendar for posting content on your page
  • Understand just how the Facebook algorithm emphasizes specific types of content
  • Use the right mix of visuals and text in your Facebook posts to drive maximum engagement
  • Create and post shareworthy visual content
  • Use Facebook analytics tools to track your page metrics

Bonus Checklist: 5 Tips to Manage Your Facebook Pages


Jennifer Lashua
Intel Corp.
Lauren Friedman
Head of Social Business Enablement
4:15 p.m. 4:30 p.m.

Key Takeaways From the Summit, then Goodbye Handshakes + Hugs

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