Agenda at a Glance

An estimated 4.9 billion people worldwide will use social media in 2023 to connect, interact, and build online communities. Across various social platforms, users will consume content, share information, and news, review and purchase goods and services, engage with brands and companies, and more. With the ever-changing digital landscape and the rise, acquisition, and fall of social media technologies, it can be difficult to invest and manage organizational brands strategically. This session will explore various issues related to scaling up and scaling down your social media presence.

You’ll learn:

• Best practices to evaluate your current digital footprint.
• Tips for reviewing current and emerging technologies.
• What questions to ask and answer when considering a change.
• How to build a business case and get leadership support.
• How to put in place a framework to strategically add and remove accounts from your brand portfolio.

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This panel of marketers is here to answer any and all of your questions. This session will be AMA-style, so come prepared with anything you want them to answer related to the topic of managing social as a small team!

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In this session, you'll learn how Cesar and his team revamped the TTI social media brand image at the Youth Transportation Safety Program. He’ll share strategies and tools that anybody in the government or non-profit sectors can use to advance their social media presence and brand image online. This session will highlight what they did right and what they learned in the process, including but not limited to our color palette, logos, social media audits, gap analysis, and the social media guidelines we developed. 

You'll learn:

• A framework for conducting your own social media audit.
• Guidelines to consider when considering your social media presence and brand image.
• Ideas on how to develop your social media guidelines. 
• Tips on how to conduct your brand's or organization's gap analysis.
• Other useful tips to consider in your social media platforms.

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Any successful social media effort relies on building quality relationships with your audience, and the foundation for developing, maintaining, and benefitting from those relationships is built on trust. Learn how trust is built on a psychological level and how to apply those concepts to your everyday social content and response while maintaining healthy boundaries. Finally, cash in on what you've built by empowering your brand advocates and when it's necessary to talk about tough topics.

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Communicating during a crisis is a public relations professional's worst nightmare. It keeps us up at night and makes our stomach turn. We all hope to never experience a crisis communications scenario throughout our careers. However, the hard truth is if you do not develop a crisis communications strategy, then you are setting yourself up for failure when a crisis does arise.

Leveraging nearly a decade's worth of experience working as a senior advisor and communications professional for a member of the U.S. House of Representatives, Eric will walk you through the ins and outs of developing and executing an effective crisis communications strategy. You will learn how to control the narrative, manage internal and external communications, and much more.

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With audience attention spans shorter than ever, emoji can help convey information quickly in a relatable, eye-catching way. With more than 3,600 characters now available, what is the best way to use emoji in your official communications while balancing accessibility, cultural nuances, and representation — all while avoiding embarrassing moments? Learn from real-world examples and current research about how to lead by using emoji to share ideas succinctly, relate to your audience, and add personality to conversations.

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Social media is ever-evolving, and in the 17 years (yes, you read that correctly) since Facebook launched to the public, how we engage with our customer base has evolved too. Learn how to lean into your audience and discover content that speaks to them with Facebook content dos and don'ts.

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This panel of marketers is here to answer any and all of your questions. This session will be AMA-style, so come prepared with anything you want them to answer related to the topic of content creation!

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Have you ever wondered how to harness the power of LinkedIn? Or how a government agency should customize their outreach for a professional audience? Christina Maruna, government account partner at LinkedIn, will address these questions and provide examples and tactics to help you reach the right audiences and bring your brand to life on LinkedIn. 

Attendees will:

• Understand how governments are successfully using LinkedIn to reach key audiences.
• Learn what creative excellence looks like on LinkedIn and how to find engaging content that resonates in your existing creative suite.
• Discover how to maximize your impact and make LinkedIn work for you.

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• Transparency, timeliness, and humanity are key
• Being vulnerable may feel counterintuitive, but it is the way to go
• Best practices to increase positive perception of the agency amongst residents, news media, and elected officials

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