Laurie Roberts

Director of Digital Communications
Johnson & Wales University

Laurie Roberts is the director of digital communications at Johnson & Wales University. She leads social media strategy, content curation, and engagement initiatives for the university’s flagship campus social media accounts, website, and other digital channels. Laurie works to increase brand awareness, expand the university’s digital presence, and introduce the university to new online audiences. She also advises the university’s internal departments in developing and maintaining strong social media presences of their own. Laurie holds a bachelor’s degree from Mount Holyoke College and an MBA with a specialization in marketing from the University of New Hampshire.

Laurie Roberts’s Session

1:30 p.m.–2:15 p.m. PT — Tuesday, October 22, 2024

Panel: (Thoughtfully) Jumping on Trends: How to Leverage Them Without Straying From Your Institution's Brand

While always a balance of risk and reward, social media trends provide incredible and unique opportunities to connect with your audiences. This panel will dive into the nuances of thoughtfully choosing the right moments for your brand to reap the biggest benefits. 

Discussion topics include:

  • Trendspotting and forecasting: How to identify relevant trends and adopt them in a timely manner. 
  • Creating an internal formula for evaluating trends: How to determine the right content fit for your brand, when to pass on a trend, and resources for guidance on trending content
  • Incorporating trending formats into a pre-existing social media strategy
  • How trends can backfire in the current social media landscape 
  • Examples from our speakers on trend successes, how they’ve approached making tough calls on content, and lessons learned from underperforming content
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