Agenda

Explore a company’s approach to weaving AI into content planning, editing, creative production, and approvals. The practitioner will walk through the use cases selected, how the workflow changed, where time was saved, and where quality or brand considerations still called for human judgment. Expect concrete examples of implementation decisions, rollout challenges, and lessons for teams considering a similar approach.

Hear how one company reconsidered YouTube as a channel rather than a storage shelf for video assets. Go inside decisions about channel structure, Shorts versus long-form formats, original programming, publishing cadence, and discoverability. The practitioner will share what the team changed, how it monitored audience behavior, and the lessons behind making YouTube a more purposeful part of social strategy.

How do large brands participate in timely moments without bypassing sound judgment? Examine a company’s newsroom-style model for spotting relevant conversations, deciding when to engage, mobilizing creative resources, and moving content through approvals. The practitioner will explain responsibilities across social and communications, what made rapid work possible, and the moments the team intentionally passed on. Take away lessons on speed, governance, and measurement.

Traditional SEO reports do not fully explain how a brand appears in AI-generated answers. Go inside an enterprise team’s effort to establish credible benchmarks for AI visibility, citations, brand representation, and business impact. The practitioner will discuss which measures were chosen, what tools were evaluated, how results were reported to leaders, and where the framework still has limits. Explore practical lessons from turning an emerging field into a measurable program.

Clinicians are trusted voices, but participating in social content can be difficult alongside patient care responsibilities. Explore how a hospital developed physician-led storytelling through recruitment, briefing, production support, approvals, and measurement. The presenting practitioner will share the operational obstacles and lessons from making clinical expertise engaging without compromising accuracy or the clinician’s voice.

Discover how an organization moved beyond asking employees to reshare corporate posts and began supporting their own original storytelling. The presenter will cover how participants were recruited and trained, how approvals and resources were organized, and what kept employees involved beyond launch. Hear how the team evaluated participation and content performance while protecting employee authenticity.

Explore how a company researched relevant subreddits, learned community norms, and evaluated when a brand should participate rather than simply monitor. The case study will examine organic engagement, any paid testing, internal guardrails, and the actual response of Reddit communities. Hear which assumptions held up, which did not, and how the experience shaped the brand’s next decisions.

Discover how an enterprise team revisited dashboards and KPIs to connect social activity to outcomes that stakeholders value. Hear how it combined engagement data with broader marketing, communications, or business indicators, handled attribution limits, and redesigned executive reporting. The speaker will address which metrics were retired or reframed, what changed in decision-making, and where proof remains difficult.

Enterprise content ecosystems were not necessarily created for AI-powered discovery. Explore how a company assessed existing pages and assets, prioritized structural improvements, strengthened topical coverage, and adapted content workflows. The presenter will examine collaboration between search, web, and editorial teams, implementation hurdles at scale, and what the organization learned from its early optimization efforts.

Large health systems juggle local accounts, system-level priorities, and many decision-makers. Hear how one organization approached clarifying ownership, reviewing its account footprint, coordinating publishing, and balancing brand standards with local relevance. The practitioner will cover decisions about governance, workflows, and stakeholder buy-in, including what proved difficult when the new structure met day-to-day reality.

Go behind the scenes of a brand’s move from isolated influencer activations toward longer-term creator relationships. Learn how it assessed and selected partners, handled contracts and content rights, involved creators in planning, and decided what success should look like over time. The discussion will examine tradeoffs between creative freedom, brand safeguards, operational workload, and sustained value.

See how a brand connected its company page with the voices of executives, employees, and subject-matter experts. The presenter will describe its content coordination, participation guidelines, enablement resources, and approach to measuring impact across different accounts. Explore where personal voices added value, what it took to sustain involvement, and how the team avoided making individual profiles sound corporate.

Follow a specific example of social intelligence leading to a campaign, customer experience change, or other organizational decision. The practitioner will walk through how the signal was spotted, validated, and communicated to stakeholders beyond social media. Learn how the company moved from observation to action, what barriers it encountered, and how the team evaluated the value of the insight.

What happens when an AI answer gives customers outdated, incomplete, or incorrect information about your brand? This case study explores a company’s process for monitoring outputs, investigating potential sources, assessing reputational impact, and coordinating responses. Hear how digital, communications, and other teams decided when to intervene, what corrective options were available, and how they evaluated whether action helped.

Patient stories can build trust, but developing them demands care and coordination. Explore how a hospital identified stories, worked with clinical partners, secured informed consent, managed privacy concerns, and selected respectful social formats. The presenting practitioner will discuss the decisions and safeguards behind the process, along with what the team learned about audience engagement and protecting patient dignity.

Follow a company’s effort to make social video production more consistent without continually increasing budget or headcount. The presenter will unpack batch filming, employee contributions, repurposing, editing, and approval processes, including where the new model improved output and where it created tradeoffs. See how the team determined which formats warranted original investment and what performance taught them.

Go inside an enterprise social care operation as a company revisits routing, response processes, automated assistance, and human oversight. Hear how it identified bottlenecks, aligned with customer service colleagues, evaluated appropriate AI uses, and tracked results. The practitioner will address the hard questions: which work could safely be streamlined, which still needed judgment, and what changed for employees and customers.

Explore how a company introduced AI-assisted capabilities into approvals, content review, compliance checks, or social risk workflows. Hear how the team defined suitable uses, involved legal and operational partners, trained reviewers, and made room for human escalation. The case study will cover actual implementation decisions, efficiency gains or shortcomings where available, and the safeguards needed to maintain trust.

AI search can behave differently across countries, languages, and market contexts. Hear how one multinational company approached governance, localized content, website architecture, monitoring, and regional responsibilities as its AEO efforts expanded. The presenter will describe which standards could be shared globally, where local adaptation was needed, and lessons about measurement and coordination across markets.

Hospital social teams contribute to patient education, reputation, service lines, recruitment, and community engagement, yet standard engagement reports rarely capture all of that value. Discover how a health system rethought KPIs and reporting to align with organizational goals. Hear how stakeholders helped define success, where attribution remained difficult, and what changed in the team’s discussions with leadership.

Explore how a brand tested polished versus less-produced content, different voices, and creative formats to learn what resonated with its audience. Hear how it designed comparisons, assessed performance, and adjusted content planning or production standards. The practitioner will discuss how the organization balanced genuine storytelling with quality expectations, brand guidelines, and the realities of enterprise approval.

Explore how one company adapted content to help audiences find its social posts and videos across platforms such as YouTube, Reddit, and LinkedIn. The speaker will cover how audience search behavior influenced captions, metadata, structure, and platform-specific publishing choices. Hear what the team tested, which signals it watched, and how it kept discoverability efforts grounded in useful, engaging social content rather than enterprise-wide AEO.

Go behind the scenes of a brand bringing paid and organic social into closer alignment. Learn how teams coordinated planning, used organic results to guide paid creative tests, shared audience insights, and rethought reporting. The presenter will describe practical changes to collaboration, ownership, and workflows, including budget or measurement tensions and the impact of a more unified approach.

As AI assistants increasingly help people research, compare, and potentially act, how should enterprise digital teams prepare? Explore a company’s assessment of product and service information, content structure, website accessibility, and technical readiness for agent-driven experiences. The practitioner will share current experiments and prioritization decisions, working relationships across business and technology functions, and what remains unproven in this emerging area.

When a hospital becomes the subject of intense public attention, social channels may turn into a critical part of the response. This confidential case study explores how a hospital monitored emerging narratives, coordinated across leadership and communications, handled sensitive approvals, and made difficult response decisions. The presenter will discuss what unfolded, what tested the process, and what the organization changed afterward.

Compare how brands balance Shorts and long-form video, original programming and repurposed content, and YouTube’s roles in engagement and discovery. We’ll discuss channel organization, investment decisions, audience behaviors, and which metrics matter beyond views. Bring examples of what you’re testing and questions about where YouTube belongs in your broader social strategy.

What does leadership actually need to see to believe in social media’s value? Compare KPIs, attribution methods, brand and business outcomes, and executive reporting strategies. We’ll explore how practitioners communicate credible results without overstating causality, where data is still missing, and which familiar measures deserve less attention.

Employee creators can offer more authentic voices but demand different support than traditional post-sharing programs. Compare recruitment, training, incentives, content ownership, compliance, and ongoing participation. We’ll discuss when advocacy is sufficient, what original employee content makes possible, and how to evaluate the additional operational investment.

Compare actual AI-assisted workflows in content, scheduling, community management, listening, and reporting. Which applications have saved time and which created more reviews or rework? We’ll discuss practical guardrails, human oversight, team adoption, and how to evaluate whether new tools make operations measurably better.

What turns followers into relationships that last beyond a campaign or algorithm change? Compare owned and third-party communities, direct engagement, community participation, and models for sustaining meaningful interactions. We’ll discuss resource requirements, moderation, and ways to assess the health of audience relationships rather than their size alone.

Reddit conversations, YouTube content, creators, and other social material can influence how brands appear in AI-powered answers. What should social teams own in this changing ecosystem? Compare practical actions, coordination with search and communications, and approaches to measuring influence. This discussion stays focused on social’s contribution rather than technical AEO tactics.

Compare how brands approach listening, official account participation, employee engagement, paid advertising, and subreddit-specific community expectations. We’ll discuss the choices behind entering a community, governance concerns, and what success realistically looks like. Bring early experiments and lessons from tactics that did not land as expected.

Where are enterprise brands placing new paid social bets, and which tactics are getting less budget? Compare channels, formats, creative testing, automation, and performance expectations. We’ll discuss what evidence is required to shift investment and how teams make decisions when measurement signals remain incomplete.

How are creator relationships changing beyond one-off sponsored posts? Compare long-term partnerships, micro-creators, content rights, compensation, paid amplification, and performance measurement. We’ll discuss creative freedom, brand safety, and how teams decide which partnerships are worth sustaining.

When does governance protect the brand, and when does it slow teams down unnecessarily? Compare publishing authority, legal review, account access, AI content safeguards, escalation, and regional decision rights. We’ll explore models that help practitioners respond confidently while retaining appropriate accountability.

Executive social often starts with polished thought leadership but needs genuine participation to build trust. Compare how teams discover leaders’ voices, encourage engagement, provide content support, manage approvals, and measure influence. We’ll examine how programs scale without losing authenticity or relying on a few enthusiastic executives.

Compare how brands coordinate corporate pages, executive accounts, employees, subject experts, and paid amplification on LinkedIn. We’ll discuss what generates meaningful audience engagement, how responsibilities are shared, and how to measure impact beyond corporate page activity. Bring tactics and tensions from your organization’s current program.

How are practitioners moving from mention-monitoring toward insights that other teams actually use? Compare listening taxonomies, AI-assisted analysis, validation, stakeholder reporting, and examples that influenced decisions. We’ll discuss how to distinguish strong signals from noise and earn the confidence of decision-makers.

A B2B company wants to explore Reddit but is unsure whether to listen first, launch an official account, engage through employees, or test paid media. Help the member evaluate community fit, staffing, risk, and success measures, and shape a practical 60-day test plan. Illustrative challenge; member owner to be confirmed.

Explore how teams produce and adapt short-form video across YouTube Shorts, Reels, TikTok, LinkedIn, and other channels. Compare creative conventions, platform-specific editing, reuse, production models, and performance signals. We’ll discuss when original production pays off and how to maintain quality at a sustainable pace.

A member’s employee creator pilot shows promise, but growing participation could overwhelm the social team or undermine authenticity. Peers will ask clarifying questions and work through recruitment, training, governance, support resources, and measurement. The intended outcome is a prioritized plan for expanding the program responsibly. Illustrative challenge; member owner to be confirmed.

Compare how brands manage comments, messages, public questions, and customer care across growing social channels. We’ll discuss moderation, response priorities, AI-assisted triage, handoffs, escalation, and collaboration with customer service. Where should social retain ownership, and what does successful care look like beyond response speed?

A member worries that executives’ public audio and video may be misused for impersonation or misinformation. Peers will pressure-test prevention, monitoring, internal verification, escalation, and communications response approaches. The group will develop a prioritized checklist of safeguards and owners. Illustrative challenge; member owner to be confirmed.

Compare how teams adapt social content for search behavior on YouTube, Reddit, LinkedIn, TikTok, and Instagram. We’ll examine captions, keywords, metadata, evergreen content, and collaboration with SEO teams. Focus on actionable changes within social platforms rather than enterprise AEO strategy.

Compare how organizations evaluate influencer programs, employee creators, and traditional advocacy beyond raw reach. We’ll discuss engagement quality, brand lift, content contribution, business outcomes, attribution, and reporting limits. Which measures help decide where to invest next, and what is still hard to prove?

As AI increases content volume, how do brands maintain distinctive human voices? Compare informal video, employee storytelling, original creative, brand standards, and audience response to polished versus spontaneous content. We’ll discuss when AI helps production and when it risks flattening a brand’s personality.

Explore how global social teams balance brand consistency with regional relevance. Compare account structures, localization, approval models, centralized expertise, and resource sharing. We’ll focus on where autonomy helps, where governance prevents fragmentation, and what coordination models actually work across markets.

How are companies extending engagement through employees, executives, subject experts, and community participants? Compare guidelines, training, internal ownership, content support, and ways to sustain involvement. We’ll explore how individual voices complement corporate strategy without becoming another layer of scripted brand messaging.

Social responsibilities keep growing while staffing remains tight. Compare team design, generalists versus specialists, agency partnerships, centralized and distributed operations, AI-supported work, and emerging skills. We’ll explore what to build internally, what to outsource, and how to stop lower-value work without undermining core programs.