Schedule Viewer 2023

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

How to create social content to secure media placements and organic influencer support

Adrienne Sheares  (Owner, Social PR Consultant, ViviMae Labs)

Location: Room 152B

Date: Thursday, September 28

Time: 9:25 am - 10:05 am

Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!

Audience Level: Intermediate

Conference Theme: B2B

Session Type: Session

Track: Storytelling Techniques

Vault Recording: TBD

Audience Level: Intermediate

The intersection of social media and public relations (social PR) is a powerful force that can increase reach and credibility and expose your brand to new audiences. However, there's a nuance to achieving success. Content that performs well on social media is not necessarily relevant to the media, influencers, or industry insiders. And newsjacking, while trendy, can easily backfire or get lost in the noise. How can you know which trends to hop on or ignore? What type of content is the media looking for, and how can you catch their attention? In this 40-minute session, I'll address these questions and more. We'll explore real-world examples that can apply to organizations of varying sizes and individual thought leaders.


  • Which types of social content will rise above the noise online and catch the attention of the media and influencers
  • How to approach social PR as a thought leader versus a brand
  • Tips on how to authentically connect with and deliver value to the media
  • How to determine which trending moments to leverage or leave alone
  • Tips and insights provided by media professionals on how they use social media to find stories and feature thought leaders