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Krista Berend

Director of Social Media
Texas A&M University

Krista Smith is the Director of Social Media in the Division of Marketing & Communications at Texas A&M University. Krista works to curate the digital presence of the university to grow the Texas A&M brand and provides strategic direction for the university’s social media program. She has built and managed content and campaigns across Texas A&M’s social media platforms, leading to the university consistently being recognized as one of the most engaging and influential universities online. Krista holds a B.A. in Communication from Texas A&M and an MBA with a concentration in marketing from the University of Houston.

Krista Berend’s Session(s):


9:45 a.m.–10:30 a.m. PDT —

Panel: Dealing with Negative Comments & Trolls on Social Media

This panel will discuss:

  • Examples of crisis situations that elicited negative attention on social, and how universities responded
  • How and when to resume normal posting after huge influxes of negative comments online
  • How to take a stand against hateful speech on social media channels while respecting the First Amendment
  • Handling the mental impacts of negativity online
  • How negative comments can create opportunities to connect 

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