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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):


11:15 am–12:00 pm — Thursday, October 11, 2018

PANEL: Building Your Social Media Strategy for Crisis Communications

Panelists will share insights on:

  • How to stay ahead and be prepared: Have a crisis playbook ready with holding statements
  • How to continue to develop your playbook: add scenarios and new situations as they arrive
  • How to incorporate social media into your emergency plan
  • Having the right team in place and giving them the appropriate level of responsibility
  • How to report insights and have a process in place for communicating with emergency officials

Case studies include:

  • Learn how University of Houston made sure social had a seat at the table during the crisis of Hurricane Harvey, and how they leveraged social listening, brought in the right communicators and media reps to man channels and make sure all questions were answered.

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