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Amber McCullough-Sanden

Director of Analytics & Insights
AT&T Corporate Communications

Amber is the director of communications research, digital analytics, and the AT&T Corporate Communications Social Intelligence Team. Before developing the Social Intelligence Team in 2016, Amber had served the AT&T customer and employee community for nearly 16 years in a variety of roles and has made a name for herself as an “Ambassador to the Nerdery,” effortlessly bridging the communication complications between the technical engineers/analyst community to the business units, execs, and C-Suites needing complex solutions to very real business problems. She excels and is valued for her ability to distill complicated information and concepts into relatable conversations to ensure understanding at all levels. Amber resides in San Diego as a proud active-duty Navy spouse, finds something to laugh and worry about in almost anything, believes there’s something to learn wherever you look and is passionate about honoring authenticity in all aspects.

Amber McCullough-Sanden’s Session

11:45 a.m.–12:30 p.m. Pacific Time — Thursday, October 27, 2022

Case Study : Measuring Social Media Success: Actual “Fire” or Dumpster Fire?

Social media can be volatile, and in the world of ratios and cancel culture, it can be difficult to know whether or not people are engaging with brand content from a place of celebration or indignation. Celebrating just volumes over value and embracing total engagements over sentiment can lead to brand implosion quickly. This session will cover a custom metric used at AT&T that surfaces the emotional response of a post and helps guide the content strategy's what, when, and where. The custom SCNS (Social Comprehensive Net Sentiment) metric has driven the AT&T powerhouse strategic and creative team to an improvement in sentiment of over 40% and led to overall increases in success metrics across the board. Join Amber as she dives deeper into social measurement that makes sense.

What you’ll learn:

  • SCNS: Social Comprehensive Net Sentiment, a weighted value-based calculation of engagements and sentiment
  • Understand post, campaign, account, and channel sentiment based on how users are reacting to your content
  • Better understand your audience’s preferences and affinities
  • Optimize your moments – know what content plays on what court and in what climates
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