Social Media Workshop


Join PR News on April 20, 2016, for its Social Media Strategies + Tactics Workshop at the National Press Club in Washington, D.C., to learn the ins and outs of the big three social platforms and what it takes to succeed in this multimedia digital space.

Social media can instantly connect PR pros with massive audiences that span the globe or a single customer down the street. With all the various uses and applications among the myriad apps and platforms, it can be tough to keep track of it all. Many will agree that in terms of reach and approachability, Twitter, Facebook, Snapchat and Instagram are four social apps every brand should have a presence on. A healthy profile across these networks can yield results that would turn even the oldest of old-school C-suite execs into social believers. But a single misstep and in an instant your brand may never be the same.

And join us the next day on April 21 for PR News’ annual Measurement Conference, also taking place at the National Press Club in Washington, D.C.

What we’ll cover:

  • Developing a brand voice that can be applied across each social platform
  • Improving ads on Instagram, Facebook and Twitter
  • Make full use of the tools Snapchat offers
  • How to leverage video on each platform to achieve success
  • The best ways to use each social network’s native analytics to quantify campaigns
  • Balancing organic and paid posts to achieve the maximum possible reach

You’ll learn how to:

Develop a brand voice that can be applied across each social platform


Post paid ads on Instagram, Facebook and Twitter


Leverage video on each platform to achieve success


Use each social network’s native analytics to quantify campaigns<


Determining Measurable Goals


Balance organic and paid posts to achieve the maximum possible reach

April 20 | Schedule At–A–Glance


Detailed Schedule


12:30 p.m. 12:55 p.m.

Registration & Networking

12:55 p.m. 1:00 p.m.

Opening Remarks

1:00 p.m. 1:45 p.m.

Go Beyond 140 Characters With Twitter to Build Your Brand

Despite Twitter’s slowing user growth, this short-winded social platform is here to stay. Offering a unique, up-to-the-second take on social media, Twitter is still the network that best walks the line between direct communication with consumers and digital broadcasting. Attendees will learn how to best use Twitter’s multimedia offerings to break away from the 140-character clutter.

You’ll learn how to:

  • Use Twitter to communicate with users one-on-one
  • Use hashtags to insert your brand into a conversation without alienating users
  • Utilize Twitter’s analytics offering to keep a campaign on track throughout its lifecycle
  • Use GIFs and other visual media to add color to the text-heavy platform
  • Be a conversationalist on Twitter to find the right balance between promoting the brand and engaging users

Speaker:

McLees_Kelley
Kelley McLees
Senior Digital Account Manager
Everywhere Agency
1:45 p.m. 2:45 p.m.

How to Use Instagram for Multigenerational Engagement

Instagram isn’t just for companies with visually appealing products. Every brand—even B2B, nonprofits and associations—can use this optically intense platform. Evolving quickly alongside its parent company—Facebook—Instagram isn’t the millennials-only club it was once perceived as. It’s an established fact that visual storytelling yields the highest rate of engagement, and there’s no better place to do it than Instagram.

You’ll learn to:

  • Use Instagram for everything from product promotion to recruiting
  • Align your brand with experiences that will resonate with your audience instead of hard-selling a product
  • Use Facebook’s measurement tools to track your work on Instagram
  • Create fun and eye-catching 60-second videos on the platform

Speakers:

Prade_Bianca
Bianca Prade
Senior Vice President
SKDKnickerbocker
NRF Staff Photos
Margaret Case Little
Senior Director, Communications and Brand Strategy
National Retail Federation
2:45 p.m. 3:00 p.m.

Networking Break

3:00 p.m. 3:30 p.m.

How to Get the Most Out of Facebook—From Video to Organic Posts and Beyond

With Facebook now reaching almost 1.6 billion users worldwide, the premier social network has never been more important for communicators. But visually appealing images and short but engaging text posts aren’t enough anymore. With 100 million hours of video watched everyday on Facebook, PR pros have little choice but to adapt. We’ll take you through what kinds of videos get the most traction on Facebook and how to make a small budget for creative work in your favor.

You’ll learn to:

  • Create content that will land in your audience’s news feed—regardless of Facebook’s algorithm
  • Develop quality videos for Facebook without breaking the bank
  • Navigate Facebook’s live-streaming option, Facebook Live, and determine if it’s a good fit for your brand
  • Use the power of organic Facebook videos
  • Use Facebook Analytics to measure your campaigns and determine what works and what doesn’t

Speaker:

McLees_Kelley
Kelley McLees
Senior Digital Account Manager
Everywhere Agency
4:30 p.m. 4:35 p.m.

Closing Remarks