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Gus Sentementes

Director of Social Media and Analytics, Office of Communications
The Johns Hopkins University

Gus has worked in print and digital media for nearly 20 years. He is a professionally-trained, award-winning journalist who covered business, technology, urban and suburban crime, prisons and more at The Baltimore Sun. He’s worked at Johns Hopkins for the past 5+ years, where he’s managed the growth of the university’s main social channels, worked on digital marketing campaigns, and built an internal learning and networking community of 150 social media professionals. Gus has broad experience in storytelling, content strategy, and content analytics, having produced and analyzed what makes news, features, blogging, video and live video work for different audiences. He launched Hopkins’ live streaming channels four years ago to take advantage of university programming – including live musical performances, major events like graduation and convocation, and well-known guest speakers – that has been seen in 140+ countries. He lives in Baltimore city with his wife, three children (two of whom are twins), and a cat.

Gus Sentementes’s Session(s):


9:00 am–9:45 am — Thursday, October 11, 2018

Empathy As Your Guide: Understanding Your Digital Audience’s Needs

Universities have lofty goals for their digital communications and marketing. But sometimes it’s hard to square those goals with what our audiences really want or need. So what’s the best path forward? This opening keynote will try to make the case for putting empathy and deep listening at the center of your digital content strategy, understanding your audience’s pain points, focusing on feedback loops, and crafting digital/social content that informs, delights and educates them. Agree or disagree, let’s talk about it together.


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