Agenda at a Glance

Agenda and Activities

Wish you had the secret key to unlock the current ads & page algorithms for Facebook & LinkedIn?  Wish granted!  Tami Wloch works directly with Meta & LinkedIn so she’ll provide you with insider knowledge you can use to up your social media game, including when (and when not) to use AI.

This workshop will include short lectures, activities where we’ll review attendees’ social business pages & social posts to receive upgrade suggestions, worksheets, as well as ongoing Q&A throughout the class.

Section 1: Social Media Overview

Here’s what you’ll learn:

• Quick AI primer - when to use it and when to absolutely not use it
  • Writing post content & blogs
  • Creating smashing lead magnets/giveaways
  • Authoring thought leadership articles
  • Crafting webinars

Section 2: Facebook – Content + Graphics Strategy

Learn how to design a better Facebook Business Page and craft posts and social ads that get better results, including increasing engagement and optimized content + graphics.  Knowing what Facebook wants to see will decrease costs and increase brand awareness and ROI for your company. 

Here’s what you’ll learn:

• Best Facebook Business Page guidelines for better SEO – what Facebook wants to see to come up near the top of searches 
  • The critical change to your Facebook Business Page to keep Facebook’s AI from shutting it down
• Instant Facebook Page upgrades - audience members share their Facebook Business Page to get feedback on how to make it more effective (no negatives, only positives!)
• Stop getting zero engagement on organic posts, including how (& how not) to use AI to create more effective posts 
  • Learn Facebook’s hidden reason why organic posts no longer get much engagement (it’s not you, it’s Facebook)
  • Learn the content layout that Facebook likes the most
  • Learn how to trigger more comments, shares, & likes on your posts
  • Learn how to get free advertising space on Facebook

QUESTIONS + BREAK – What Facebook questions do you have?

• How to draft incredibly effective Facebook ads (including delivery on Instagram, Messenger, & Threads)
  • What Facebook wants to see in your paid ads to trigger a lower CPC + higher Engagement
  • To use or not to use - New Advantage+ Facebook ads – wholly automated paid Facebook ads
    • What Facebook tells you to do BUT what you really should do when you run ads
• 2 months of post ideas solved - great posts that trigger engagement (worksheet)
• Instant post upgrades – audience member share their Facebook posts(paid or organic) to get feedback on how to make them more effective (no negatives, only positives!)

QUESTIONS + BREAK – What Facebook questions do you have?

Section 3: LinkedIn – Content + Graphics Strategy

LinkedIn is the most expensive social platform to run ads on, so it is critical that you make sure your ads are formatted correctly.  Adhering to the current algorithm will result in a lower CPC and a higher Engagement Rate.  

What you’ll learn:

• Why LinkedIn?  If the ads are so expensive, why use the platform at all?
• How to upgrade your LinkedIn Business Page to get better platform SEO
• Instant LinkedIn Business Page upgrades - audience members share their LinkedIn Business Page to get feedback on how to make it more effective (no negatives, only positives!)
• Your personal LinkedIn profile – why it’s important plus what you need to change and ADD to generate more business
  • Using AI to create Follow Links + Book Now buttons
• How (& why) all employees need to link to the company’s business page
• How you can advertise for free on LinkedIn

QUESTIONS + BREAK – What LinkedIn questions do you have?

• LinkedIn paid ads – guidelines to get the lowest possible CPC & highest possible ER
  • LinkedIn + AI = a winning combo for prospecting & company research, org chart generation, determining your audiences, etc.
  • What to post on LinkedIn – 5 key posting ideas to generate business (worksheet)
  • LinkedIn graphics – 
    • What everyone else is missing (what you should include) 
    • How you can use AI to make your graphics stand out
  • Instant post upgrades – audience members share their LinkedIn posts (paid or organic) to get feedback on how to make them more effective (no negatives, only positives!)
  • To use or not to use - LinkedIn Accelerate campaigns – New, AI generated paid social ads on LinkedIn
    • What LinkedIn will tell you BUT what you should really do
  • Measure your success – using LinkedIn’s tons of available data to see if your ads are working

QUESTIONS – What LinkedIn questions do you have?

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In a world where likes and impressions are easy to count—but hard to justify—how do today’s leading social teams define real impact? This panel brings together senior social media leaders from Northpoint Recovery, Hawke & Co., and Talkdesk to unpack what ROI actually looks like in modern social media strategies. From distinguishing vanity metrics from meaningful performance to aligning social outcomes with broader business goals, this session offers a practical, honest look at how impact is measured, communicated, and valued at the executive level.

Designed for senior-level marketers, this discussion will explore how to build ROI frameworks that balance short-term wins with long-term brand growth, integrate qualitative storytelling with hard data, and clearly connect social performance to revenue, retention, and even career advancement. Attendees will walk away with actionable frameworks for proving the business value of social media—internally and externally—at every stage of the funnel.

Key Takeaways:

• Differentiate vanity metrics from indicators of true business impact
• Build ROI frameworks that align social goals with awareness, engagement, and conversion outcomes
• Translate social media performance into language that resonates with executives and stakeholders
• Integrate qualitative storytelling with quantitative data to show holistic impact
• Leverage experimentation and testing to optimize performance while maintaining cultural relevance
• Connect measurable social ROI to long-term career growth and internal influence

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If you’ve ever felt like your to-do list grows faster than your team does, this session is for you. Having spent most of my career on small but mighty marketing teams, and often as the only person responsible for all things digital, I know firsthand what it’s like to wear every hat imaginable. Now, even as part of a dedicated social media team within a large organization, that feeling hasn’t gone away. Our team of 7 manages 30+ channels across 10 brands, all while expectations (and algorithms) continue to rise.

In this session, I’ll share practical insights, lessons learned, and the tools that help me and my team stay efficient, creative, and strategic despite limited resources. From using AI to streamline workflows, to structuring teams for maximum impact, and knowing when to lean on agency partners, this is a real, honest look at what it takes to do more with less on social, and how to keep your sanity while doing it.

Key takeaways:

• You’re not alone. Many marketing pros are navigating the same “do more with less” reality, and there are ways to make it work.
• Practical tools and time-savers that help streamline content creation, scheduling, and reporting (including AI-based solutions).
• Smart team and workflow structures that maximize output without adding headcount.
• How to leverage agencies or freelancers effectively when internal resources are limited.

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After analyzing over 39 million social media posts from over 1 million accounts across the top 10 major social media platforms, Metricool’s largest study data is in. This session will dive into the main takeaways and break down what this means for brands, marketers, and creators in 2026. 

From a decline in Instagram Reels' reach to Facebook’s redemption era, Threads emerging as a promising alternative to Twitter, and YouTube dominating long-form content, explore how each social media platform has evolved over the last year, and where brands are focusing their efforts. 

What you’ll learn: 

• How content saturation is affecting social media metrics, and what this means for brands’ strategies in 2026.
• Which content formats perform best per platform, and how to tap into underutilized formats. 
• Benchmarks and averages for accounts of all sizes, from emerging accounts to those with 1M+ followers.

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Influencers. No longer a nice-to-have addition to your social media programming, influencers have revolutionised digital advertising and turned virtual ‘word of mouth’ marketing into a necessary channel of any brand’s marketing mix. But what do you do when your influencer marketing just. isn’t. working? When all the signals are there that this could be a powerful tool for your brand, but the results don’t prove the ROI you need to truly unlock and scale the channel?

Join Ancestry for a deep dive case study into how the brand re-imagined their influencer approach from a tired transactional model into an ROI-positive full-funnel success story. You’ll learn about the challenges Ancestry identified with their traditional approach, the strategic pivots the brand made and why, and how an always-on programme with a supercharged media plan unlocked momentum across Organic, Brand and Performance channels. This session will ultimately highlight how it truly takes a village to scale a business-changing influencer programme. 

What you’ll learn: 

• A step-by-step look at how Ancestry transitioned from transactional campaigns to a sustainable, continuous partnership model.
• The importance of prioritizing authenticity in a world where consumers are more sceptical than ever 
• Strategies for supercharging creator content across Organic, Brand, and Performance teams to ensure no piece of content goes to waste within the funnel
• Tips for aligning internal stakeholders to build the "village" required to scale a business-changing program.

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As AI becomes increasingly prevalent across all aspects of marketing, the irony is that human creativity and taste have become more important than ever.

Platforms like Meta and Google are handing over the reins of ad targeting to AI, and marketers might feel they've lost all control. But the need for strategic, intentional campaign management hasn't disappeared—it's just shifted. Winning brands are doubling down on a new approach to audience targeting: their creative.

This talk explores how great marketing teams are treating creative as their growth engine and using AI to amplify it. Through real industry examples, you'll learn:

• How to make creative your most critical tool for reaching the right audience and driving results
• Top-performing messaging and creative tactics on social and video platforms, including when (and when not) to use AI in creative production
• How to pair creative with the speed of AI-driven campaign targeting to unlock scalable insights

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You know your social strategy is driving results...but how do you get your C-suite to see it? In this session, we’ll talk through how to turn your social data into a story your execs will actually care about. We’ll cover what to say, what to skip, and how to make your slides work harder (without adding more to your plate). If you’ve ever been asked to “keep it high level” and weren’t sure what that actually meant, this session is for you!

Key Takeaways:

• How to translate social metrics into business impact.
• What to leave out of your reporting so you can start driving decisions.
• Slide template strategies that do the heavy lifting.
• How to decode “keep it high level” and confidently tailor your message to executive priorities.

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Social media users are exhausted. They’re tired of manipulative algorithms, doomscrolling their spare hours away, and consuming endless streams of ragebait, brainrot, and slop. Armed with the bleak reality that attention spans have never been shorter, people are eager to establish a new relationship with social media and demanding smaller, more private spaces to connect.

A non-digital renaissance is growing but this shift in online behaviour isn’t so much a crisis for brands, as an opportunity to (co)create something better with their audience.

In this talk we’ll explore the current manifestations of digital fatigue, the content culprits, and three strategies that will be crucial to social media success in 2026. Whether you're working with a lean team or managing a major brand, you'll leave with practical ways to:

• Cut through feed fatigue by designing content that feels intentional, human, and worth slowing down for
• Build genuine trust through transparency, relevance, and participation—especially in smaller, more private digital spaces
• Create content that delivers value over virality by prioritizing usefulness, resonance, and long-term brand presence instead of short-term reach

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• Pass the Mic: Transition from "broadcasting at" to "building with" your audience. 
• Co-Author Your Content: Tactical ways to involve your community in the creative process from day one. 
• Prove the Payoff: Why "Main Character Energy" leads to the kind of brand loyalty that actually moves the needle in 2026. 

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Reactive content can be one of the most powerful ways to build brand awareness, but only when it’s done with intention. In this session, Paula Candelario, Senior Social Media Strategist at Akamai Technologies, explores how brands can join cultural conversations authentically without losing their voice. Through a real-world case study of Akamai’s unexpected engagement win around Taylor Swift’s engagement news (its most shared post of 2025), Paula will show how even the most “serious” tech brands can connect with audiences through relevant, timely storytelling.

Attendees will learn how to balance creativity with brand integrity, establish internal processes for fast yet responsible approvals, and identify when a moment is worth reacting to. With data-driven insights and competitive examples, Paula will demystify what makes reactive content resonate and why intentional engagement can be just as valuable as paid campaigns.

Key Takeaways:

• Identify the right cultural moments to engage with and align them authentically with your brand voice.
• Discover how Akamai’s Taylor Swift engagement post exemplified authentic, agile storytelling.
• Ensure operational readiness and establish clear approval workflows to enable timely content creation.
• Distinguish between meaningful engagement opportunities and unnecessary trend-hopping.
• Leverage data-backed insights to understand how intentional reactive content drives brand awareness and community growth.

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TikTok has become a primary source of information, inspiration, and discovery for millions—especially younger audiences—but in a feed dominated by entertainment and controversy, valuable brand content can struggle to stand out. This session explores how brands can grow on TikTok by rethinking how they share expertise, insights, and ideas in ways that feel native to the platform.

We’ll break down what actually drives attention and growth on short-form video today, and how brands can compete in TikTok’s attention economy without simply chasing trends. You’ll learn how to write scroll-stopping content, adapt viral moments to your niche, and use platform features to drive both engagement and impact—creating content that’s entertaining, informative, and built to travel across platforms.

• How to turn trends and “internet moments” into meaningful educational content.
• A framework for writing “info-tainment” scripts that stop the scroll and deliver value.
• What sustainable audience growth looks like on short-form video platforms
• How to repurpose short-form content across multiple social platforms.

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As marketers look to AI to help elevate both their organic and paid campaigns, unlocking sharper insights, mobilizing faster execution and driving compelling creative content has never been more important.

Attendees will learn how to harness AI to help enhance strategic ideation, branded personalization, optimized tactics and unique performance reporting without replacing human creativity.

A few examples include:

• Creating the first draft of a persona specific post/ad, with necessary updates coming from the team to maintain brand voice
• Analyzing different ad copy/design/functionality for LinkedIn ads based on campaign specific parameters
• How to utilize platform specific AI, such as Grok, in coordination with social listening and reporting to identify forums/threads and discussions that would be good for SMEs to engage in on social media.

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As platforms evolve, algorithms shift, and new tools reshape how teams work, social media leaders are being asked to adapt faster—without losing what actually makes their strategies effective. In this forward-looking panel, senior brand-side practitioners come together to unpack what’s genuinely changing in social strategy for 2026—and what fundamentals still matter just as much as ever.

Moderated by Katrina Parr (Rockwell Automation), this discussion features perspectives from Kaitlin Willow (Once Upon a Farm), Orlando Gonzalez (Florida Blue), and Melissa Lynham (Ocean Casino Resort). Drawing from real-world experience across industries, the panel will explore how brands are balancing experimentation with consistency, authenticity with efficiency, and innovation with trust as they plan for the year ahead.

Key takeaways:

• Differentiate between trends worth testing and tactics that no longer serve your audience
• Prioritize authentic, human-centered content that builds trust and connection
• Evaluate when and how to use AI responsibly to support (not replace) social teams
• Strengthen community-focused strategies that make audiences feel seen and heard
• Experiment with emerging formats, platforms, and social series without losing focus
• Maintain consistency across channels to reinforce brand recognition and clarity

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