Hosted by SocialMedia.org Health Member Nationwide Children’s Hospital
Agenda
Day 1
9:45 AM
Registration, Networking, and Refreshments
10:30 AM
Welcome & Introduction
10:45 AM
Peer-Led Vendor* Clinic: Social Media Management Systems
*We are a vendor-free community, so these “vendor clinics” are a special opportunity to dig-in, ask tough questions, and get candid feedback — not a sales pitch.
Peer-led discussions where you can find workarounds and share successes (and frustrations) with the social media tool integral to your program’s success. If you aren’t a customer but are considering an investment in a particular vendor, you can get an honest assessment from other organizations who use the tool. In this clinic, we’ll focus on SMMS like:
- Sprinklr
- Khoros
- Sprout Social
- Hootsuite
11:15 AM
Break
11:20 AM
Peer-Led Vendor* Clinic: Employee Advocacy Tools
*We are a vendor-free community, so these “vendor clinics” are a special opportunity to dig-in, ask tough questions, and get candid feedback — not a sales pitch.
Peer-led discussions where you can find workarounds and share successes (and frustrations) with the social media tool integral to your program’s success. If you aren’t a customer but are considering an investment in a particular vendor, you can get an honest assessment from other organizations who use the tool. In this clinic, we’ll focus on employee advocacy platforms like:
- Sprout Social
- Sprinklr
- Hootsuite Amplify
11:50 AM
Lunch Discussions
12:20 PM
Panel: Twenty years of social media — a look back and a look ahead
Join us as we kick off our event with an informal panel discussion exploring where we’ve been and where we’re going as hospital social media leaders. We’ve seen this industry (and this work) shift wildly from blogging and organic engagement to pay-to-play environments and digital transformation. Throughout these two decades, what opportunities have emerged, and what still feels out of reach? What can we learn from our history in this space to better prepare us for the future as hospital social media leaders?
1:00 PM
Break
1:10 PM
Case Study
How generative AI is shaping hospital social media
AI might be the most over-used buzzword of the past year, but it’s also a potential source of savings for social media teams in terms of time, money, and resources spent. In this case study, see behind-the-scenes examples of how hospitals can leverage generative AI for social media creation, management, and more. None of us want to feel left behind, so lean on the SocialMedia.org Health brain trust to understand how AI is already shaping the future of business and marketing on social media.
1:40 PM
Break
1:55 PM
Case Study
Navigating crisis: Escalation best practices for social media
When crises arise, does your hospital social media team know how to respond? Whether it’s an unprecedented global invasion or an internal emergency, having a usable, social-specific crisis response and pause playbook is critical to your company’s brand. This case study will uncover and address the ever-evolving challenge of identifying, assessing, and escalating brand safety issues. We’ll hear about setting escalation criteria and determining threat levels; alerting key internal contacts and managing follow up; adapting to new and evolving trends; and auditing and updating our escalation processes.
2:25 PM
Break
2:40 PM
Case Study
Employee advocacy: Scaling up for success
How do you incentivize and encourage employees to activate and engage in your hospital’s employee advocacy program? We’ll get behind-the-scenes details on how to structure a program that can scale efficiently — from overcoming challenges with legal to increasing engagement during seasonal lulls and product launches, and even how to templatized your gamification strategy so it’s easier to reproduce.
3:10 PM
Networking Break
3:40 PM
Case Study
Scaling patient care capabilities to keep up with demand
As the scope and expectations of our patient care teams continue to grow, how can we scale our capabilities without additional headcount? This off-the-record case study will show examples of how to create efficiency and bandwidth for our teams to take on new responsibilities — including how to leverage AI for populating response libraries, considerations for expanding to new platforms, as well as best practices for reviews management and proactive monitoring and response.
4:10 PM
Break
4:25 PM
Case Study
Paid social media measurement: What’s working?
How does your hospital approach measuring the effectiveness of paid social media when platforms are constantly changing? Whether you spend big dollars or manage a lean paid social media budget, you can’t afford to invest in ineffective campaigns. How do you determine which metrics and KPIs matter to your team and your leadership right now? Which tools have been helpful for capturing your paid social media performance? Hear directly from a fellow hospital on how they’re evaluating their paid social media strategy and performance.
4:55 PM
Adjourn
5:00 PM
Drinks Reception and Member Dinner
Following our day of conversations and case studies, we’ll all go out for a fantastic dinner together. It’s a perfect opportunity to connect with your fellow members before another big day of brainstorming, discussion, and collaboration.
Day 2
8:00 AM
Breakfast Discussions
The conversations over coffee and eggs at this event are often more lively than any other conference’s happy hour. You’ll want to be here bright and early (and on time).
The tables will be divided into functional areas so leaders can pick where they want to sit and connect with others who are interested in the same function:
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8:50 AM
Opening Remarks
9:00 AM
Fireside Chat with the CMO of Nationwide Children’s: Why social media matters here
9:30 AM
Break
9:45 AM
Workshop
Effectively managing employee advocacy as a lean team
Can you launch and run a robust employee advocacy program as a lean team? In this confidential, members-only environment, we’ll share tips and tricks for how we’re saving time and resources as small teams. We’ll gather insights on how to engage and train internal stakeholders to get them onboard with a new tool, and best practices for showcasing the value of the program internally.
10:15 AM
Break
10:30 AM
Workshop
Social media reporting: Building a data-driven culture
How can we build hospital social media teams that are data-first, particularly when we have limited bandwidth? Join this confidential, members-only workshop as we discuss both current and ideal reporting structure and workflows, as well as success we’ve seen with presenting report findings to leadership. We’ll benchmark with our peers at big hospitals on the successes and pain points of building a “data-driven” culture.
11:00 AM
Break
11:15 AM
Workshop
Practical use cases for AI in social media programs
How and where does AI fit into your program? How could it fit in? Join other social media leaders at billion-dollar brands for this candid workshop. We’ll share and hear tangible insight into use cases for AI that go beyond content development, processes for internal adoption across programs and teams, and challenges or questions you still have about this developing technology. This won’t just be another buzzword-ridden lecture about the future state of this tool.
11:45 AM
Themed Lunch Discussions
During lunch, the tables will be divided into industries so leaders can pick where they want to sit and connect with others who are leading social media in the same space:
- Children’s hospitals
- Academic medical centers
- Regional hospitals
- National hospitals
- Multi-hospital systems
12:45 PM
Break
12:55 PM
Peer Advisory Roundtables
EXAMPLE TOPICS
- Budget constraints: Stretching your social media dollars
- Which AI tools are helping improve team efficiency
- Optimizing regional collaboration and strategies
- Agency support and oversight models for improving performance
1:30 PM
Peer Advisory Roundtables
EXAMPLE TOPICS
- Maintaining a DEI-informed social media strategy
- X: What role does it play in your social media strategy now?
- Refining your talent marketing strategy on social media
- TikTok: Strategies for leveling up
2:00 PM
Break
2:15 PM
Peer Advisory Roundtables
EXAMPLE TOPICS
- Optimizing patient care tactics on social media
- Enhancing employee social media guidelines and policies
- Leveraging the value of executive’s social media presence
- Organic social media: Finding ways to innovate
2:55 PM
Panel: Mental health considerations for social media leaders
Join us as we wrap up our event with an informal panel discussion exploring whether the current expectations of social media leaders are sustainable. Whether it’s protecting brand reputation, overseeing community management, compiling data analytics, building crisis response plans, etc. — the pressure is never-ending. Where is the reprieve? Join other social media leaders to talk candidly about how you’re addressing mental health — for yourself and for your team.
2:45 PM
Break
3:30 PM
Adjourn
Please note: This agenda is subject to change based on speaker availability and scheduling.
