The rules of social have changed. Audiences scroll past anything that feels like an ad — and reward content that feels like the show, not the commercial. In this session, Nicolle Lopez, Director of Brand Social, and Naleen Camara, Senior Social Media Specialist at Amtrak, share how their team builds organic content that earns attention in crowded feeds and consistently outperforms expectations. They’ll break down what’s working now, how their organic strategy informs paid, and the creative decisions that help Amtrak show up in culture—not just in campaigns. You’ll walk away with practical ideas for elevating organic content and making it work harder across the full social ecosystem.

Restructuring how social media functions at your brand requires both creativity and the practical support of your leadership, so how do you get buy-in to bring your vision to life? In this case study, we’ll hear from Head of Social Media Alyssa Blair and VP, Organic Social Media Manager Melissa Stewart at Regions Bank, who will share how they restructured their social media team to meet growing business demands, as well as the internal case studies they built to demonstrate impact, earn trust, and secure leadership buy-in at each stage of the transformation. They’ll walk us through the launch of a dedicated social-first video production function, a retooling of their social media governance, and a strategic shift of social care to a call center—while intentionally preserving and expanding the community management function. Attendees can expect a practical look at how to structure social teams for long-term success, not just short-term growth.

After budget cuts and discontinued agency support, Elizabeth Gaule, Enterprise Social Media Program Manager with Securian Financial, began exploring AI tools to assist with executive social content. By leveraging their iteration of Curia and training it with old LinkedIn posts, brand guidelines, FINRA rules, and the AP stylebook – she launched the pilot with surprisingly positive results, all while keeping a human in the loop.

Join this presentation to see how she trained the model, side-by-sides of content written by the agency and by the AI bot, as well as analytics comparison between the two. You won’t want to miss this opportunity to see how AI can streamline social media processes and save time.

Learn how Fidelity built a high-impact presence on Reddit by prioritizing authentic engagement, a clear strategic framework, and community-driven content. In this session, Jaime Guild, Vice President, Marketing Lead of Social at Fidelity Investments, will break down the team’s approach to community participation on Reddit, including how they define success, track key metrics, and translate audience insights into content that resonates. Attendees will see real examples of posts that sparked meaningful discussion, strengthened brand connection, and helped Fidelity build an educational, engaging presence on the platform.

Scaling a social program while it’s still being built is a familiar challenge for many enterprise teams. In this case study, Julie Cochran, Senior Director of Global Social & Digital Communications at Merz Aesthetics, will share how her team deployed a social maturity model and assessment framework to bring structure, prioritize investment, and align stakeholders in a fast-moving environment. She’ll walk through how the assessment informed a clear roadmap across strategy, governance, resources, and the customer journey, as well as what the team chose to tackle first while building in real time. You’ll walk away with practical insights into turning a maturity model into action.

Leaders attending conferences have a major opportunity to extend brand reach through authentic social sharing, but participation often falls short without the right preparation. Even the most well-intentioned plans can unravel once leaders are on site. In this session, Corporate Digital Communications Director Abby Ross and Senior Digital Strategy and Communications Lead Karen Weingarten from GSK will share how they’ve worked to help leaders feel confident posting, connecting, and engaging on social media during events. They’ll walk through practical strategies to ensure early alignment, set clear expectations, and provide simple content frameworks that turn conference attendance into meaningful impact for both leaders and the brand.

For highly regulated brands, TikTok presents a unique tension: a fast-moving, culture-driven platform that rewards experimentation, while regulation demands caution, consistency, and control. Ken Brown, Lead Communications Manager at Duke Energy, will share their journey of launching on TikTok as a regulated brand. Ken will unpack how the team approached content strategy, governance, and cross-functional alignment to meet TikTok’s demand for native, timely storytelling without compromising compliance or trust. Gain a candid look at the decisions, tradeoffs, and lessons learned from entering a high-risk, high-visibility platform and walk away with practical insights for bringing speed and intention into more regulated spaces.

In an era of tighter budgets and leaner teams, how could your social media campaigns possibly produce better results than in years past? Join Pippa Bowen, Senior Manager of Brand Marketing at MGM Resorts, for a candid year-over-year look at how she and the team did just that with their most recent Formula 1 campaign. With an almost entirely new, smaller team, they published fewer assets while delivering higher impressions, engagement, and ROI than the previous year. In this confidential case study, Pippa will demonstrate how a sharper content strategy—focused on a highly niche, passionate audience—replaced volume-driven posting delivering better results.

When social media conversations escalate around sensitive issues, brands must strike a careful balance between empathy, accuracy, and risk. In this confidential case study, Meredith Ferguson, Senior Director of Corporate Reputation & Brand Strategy at Zoetis, will share how her team navigated a wave of social media backlash tied to one of the company’s animal therapy products. You’ll gain insights into Zoetis’ cross-functional approval workflows, how social engagement decisions were evaluated for business and reputational impact, and key findings from their recent stakeholder survey. The session will provide practical lessons on balancing transparency, trust, and regulatory obligations during moments of heightened scrutiny.

Social teams know that social media isn’t just another distribution channel — it requires content built for how people actually consume it. But turning that truth into executive buy-in (and real budget) is often the hardest part of the job. In this candid case study, Navy Federal Credit Union’s Katie Campos, Assistant Manager, Social Media, and Becca Foley, Social Media Strategist II, walk through how they secured leadership support to triple their social-first video budget in a single year. They’ll share the practical steps, data points, and conversations that made the difference — and how you can use ROI-driven storytelling to earn investment in social-first creative at your organization.

What can teams actually gain by bringing paid social in house at a global level? In this case study, James Foyle, Senior Global Social Media Specialist, and Brian Battle, Global Paid Content and Social Media Manager at Gallagher, will share why their team made the shift from agency support to a centralized global model alongside organic, creative, and digital partners. They’ll pull back the curtain on the operational changes behind the move, the efficiencies gained through clearer intake and planning, and how closer alignment and shared learnings helped improve performance while scaling paid social support across regions.

Social listening generates no shortage of data, but without the right operating rhythm, even strong insights can stall in dashboards instead of shaping decisions. Join Hana Wyles, Director of Social Engagement at Walmart, for an inside look at how the team’s Social Newsroom turns real-time intelligence into faster, more confident action. Through a daily standup model, Walmart identifies trends early, connects the brand to culture in the moment, and creates uniquely Walmart content that keeps the brand relevant. Hana will share how this approach elevates listening from reporting to a shared, decision-driving function that helps the organization move at the speed of social and drive brand impact.

Reddit isn’t just a conversation platform—it’s a reputation engine that increasingly shapes customer trust, company perception, and how brands surface in LLM-driven discovery. Over the past few months, The Aspen Group has taken a deliberate, listening-first approach to Reddit, launching official user accounts, building a branded subreddit, and embedding into existing communities. In this session, Kristi Daraban, Head of Social Media at The Aspen Group (TAG), will share how the team moved from observation to participation, testing techniques to show up as a credible, trusted voice while working to improve brand reputation and sentiment. She will walk through early wins, strategic pivots, and key learnings, plus look ahead at how TAG plans to scale its impact on Reddit in 2026.

As organic reach shrinks and feeds get noisier, the brands breaking through are intentionally aligning organic content, paid amplification, and people-led presence. In this case study, Melinda Woods, Global Social Media Lead at Zebra Technologies, emphasizes the importance of the Social Trifecta — a practical framework for orchestrating all three surfaces of social to work together. She’ll share how Zebra connects brand pages, paid strategy, and employee advocacy to expand reach, build credibility, and drive measurable impact beyond what any one approach can deliver alone. You’ll leave with a clear, actionable model for designing a more connected, effective social strategy in today’s crowded landscape.

Today’s best influencer campaigns require more than a single, standalone activation. To gain the attention (and trust) of your influencers’ audience, you’ll need a strategic, multi-layered approach. In this case study, Allison Krumm, Social Media and Influencer Strategy Manager at Subaru, will walk us through how her team leveraged influencer marketing to humanize the brand’s messaging—bringing its impact to life through mission-aligned creators, real-world participation, and emotionally resonant content during Earth Month. She’ll share how the campaign spanned channels and was intentionally supported by paid amplification— driving views, positive engagement, and cost-efficient reach through coordinated efforts.

AI is becoming part of the social media toolkit—but many teams are using it for far more than generating posts. In this practitioner-led workshop, Josh Feyen, Senior Customer Experience Specialist from American Family Insurance, will lead a discussion on how social media leaders are applying AI to the operational side of their work. We’ll explore how teams are using AI to support editorial planning, streamline brand approvals, navigate compliance, and improve collaboration across stakeholders. Participants will also compare notes on other practical use cases that are helping social teams work faster and more strategically.

Influencer measurement remains one of the most debated and least standardized parts of social strategy, especially as programs mature and expectations from leadership continue to rise. In this workshop, Jillian Best, Senior Manager Influencer Marketing and Content Strategy at Kohl’s, will facilitate a peer-driven conversation on how we’re defining, measuring, and defending influencer impact. We’ll compare the metrics that matter most at different stages of program maturity and explore how teams are adapting measurement frameworks to shifting platforms, signal loss, and business priorities. We’ll surface real-world challenges, shared learnings, and practical takeaways you can leverage to strengthen influencer measurement within your organization.

What is your brand doing to improve executive visibility on LinkedIn? Join Laura Godoy, AVP, Social Media Lead, from U.S. Bank in this discussion as she briefly shares how her team shifted from a client-focused LinkedIn strategy to a thought leadership-driven approach that’s delivering stronger engagement, impressions, and employee engagement. In this member-led conversation session, attendees will discuss how data and analytics inform what thought leadership content works best and how to build an executive presence that feels authentic while delivering measurable results.

When issues break online, minutes matter. This peer-driven session dives into how social and comms teams coordinate fast, unified responses that protect trust while maintaining transparency. You’ll discuss: playbooks for rapid escalation, balancing tone with empathy, and tools for real-time social intelligence.

Managing social media for a billion-dollar brand with a small—or even solo—team is a constant balancing act. Join Jenny Reineck, Social Media Manager from NCR Voyix, and fellow social media leaders who know what it means to work lean as they share practical strategies for driving impact without burning out. From making the case for additional support to maximizing limited resources and relying on tools that truly deliver, this conversation will focus on what actually works for small but mighty teams.

With agency partners constantly evolving, how do you ensure continuity, clarity, and momentum without starting from scratch each time? Join Erica Manney, VP, Brand Advertising & Content at Synchrony, for this workshop on the art and science of onboarding agency partners and building briefs that actually work. We’ll explore what makes an effective onboarding process, how to codify ways of working, and where clarity in briefings can prevent misalignment down the line. Together, we’ll compare how our teams structure briefs, communicate strategy, and balance flexibility with rigor so agencies can execute with confidence and brands can move faster with fewer revisions.

As BtoB social programs expand across executive channels, employee advocacy, and global brand accounts, social leaders are being asked to do more than drive visibility-they’re expected to demonstrate real business impact. But what does effective BtoB social leadership actually look like in practice? Join Natalie Calvo, Social Media Manager at Prologis, for a peer-driven discussion on how organizations are evolving their approach to BtoB social. Together, we’ll explore how teams are empowering executives and employees to participate on social, governing increasingly complex global programs, and identifying the signals that matter most when reporting impact to leadership.

Are your organic and paid social teams truly aligned, or just operating in parallel? In this workshop Olivia Rockers, Senior Strategist, Brand & Media, and Vania Degenhardt, Senior Social Media Strategist, at Principal Financial will lead a conversation with peers to discuss creating a unified social strategy and how to drive measurable impact. Together, we will explore how leading brands are breaking down silos between content, media, and analytics, aligning on shared objectives and audiences, and creating feedback loops that strengthen both performance and brand storytelling. We will compare approaches to integrated planning, budget collaboration, and creative testing so organic and paid efforts work in concert to compound results.

Where are you seeing real traction with employee advocacy beyond the launch phase? Join Hawaiian Electric’s Director, Digital Communications, Donna Mun for a peer-led conversation on what it takes to move advocacy from a set of tools and templates into a sustained, organization-wide practice. Together, we’ll compare how teams are embedding advocacy into culture, aligning incentives and governance, enabling employees with confidence (not pressure), and operationalizing programs in ways that actually scale without overengineering or losing authenticity.

Where are you seeing success with applying social governance frameworks across large, complex enterprises? Join Unum Group’s Director of Corporate Brand, Mara Butts for a peer-led conversation on what it really takes to make enterprise social governance actionable. Together, we’ll compare how our teams are building usable playbooks, aligning enterprise standards with sub-brand needs, and enabling cross-functional partners without slowing work down.

Social is no longer a “consumer thing.” Exchange ideas with other B2B brands about how they’re driving engagement that fuels pipeline, partnerships, and thought leadership. You’ll discuss: channel prioritization, sales alignment, and data storytelling for complex audiences.

AI is rapidly reshaping how social teams plan, create, publish, and measure content, yet many organizations are still experimenting without a clear roadmap for driving meaningful efficiency. In this workshop, join Felicia Knutson, Director of Social Media and Consumer Insights, at Lippert for a peer-driven conversation on how teams are practically applying AI to streamline workflows, reduce manual lift, and unlock capacity for more strategic work. We will compare use cases across content ideation, copy development, and creative production, and discuss where automation adds value versus where human judgment remains critical. We will surface real-world applications, lessons learned, and guardrails around governance and brand risk, equipping you with tangible ideas to improve speed, consistency, and impact within your social organization.

Everyone’s producing more — but who’s producing smarter? Join peers to trade lessons on scaling creative excellence with agility. You’ll discuss: balancing automation with originality, evolving short-form formats, and frameworks for sustainable creativity.

Social media teams generate no shortage of data, yet turning that data into a clear story about business impact remains a challenge. In this workshop, Yesenia Nazario of TruStage will lead a conversation on how social leaders are evolving their reporting to better demonstrate value to stakeholders and leadership. Together, we’ll discuss how to align social metrics with broader business goals and KPIs, what performance signals matter most across both paid and organic efforts, and where tactics like boosting fit within a measurement framework. We’ll compare how teams structure reporting, translate platform metrics into meaningful insights, and communicate social’s role in driving business outcomes. We will surface practical approaches for building more effective reporting frameworks, focusing on the metrics that matter, and telling a clearer story about social media’s impact on the business.

What role does your social media team play in managing online ratings and reviews? In this practitioner-led workshop, Mara Hasenstaub, Social Manager, Customer Relations at CarMax, will lead a discussion addressing how enterprise brands structure and scale their approach to review management. We’ll compare where ownership sits across teams, how organizations respond to and learn from negative reviews, and which strategies are helping encourage satisfied customers to share positive experiences. We’ll also touch on how evolving discovery trends—including AI-generated answers—may raise the stakes for review content, and what that means for monitoring and managing brand reputation.

In an era of heightened scrutiny, polarized conversations, and evolving platform norms, fostering positive engagement on social media has never been more important or more complex. Join Lauren Jernigan, Social Media Manager at Hilton Grand Vacations, to explore practical strategies for creating meaningful, respectful interactions that build trust with audiences while protecting brands, communities, and teams. We’ll look at how moderation, empathy, and proactive engagement can work together to strengthen brand credibility and long-term relationships with consumers.

Are you collecting a wealth of social listening data but struggling to consistently translate it into action? Join Caleb Tolin, Senior Manager of Global Social Media & Content Strategy at Rubrik, in a candid conversation about how to build a more actionable social listening program. Together, we’ll explore where we’ve seen the biggest wins, and how to leverage insights to inform content, storytelling, and broader brand communications decisions.

As audiences increasingly turn to social platforms as their primary search engines, the rules of visibility are changing fast. At the same time, AI-driven discovery is pulling brand information from across the web — not just social feeds. In this peer conversation, explore how social leaders are adapting to this shift by rethinking their approach to “social SEO.” You’ll discuss: content tagging, visual search trends, and creating posts that align with user intent in an algorithmic, AI-powered landscape.