Analysis to Action: Blending Audience Insights and Brand Expertise to Build Trust and Social Relevance As audience consumption habits have shifted away from traditional news outlets and towards social media platforms, organizations have a unique opportunity to position themselves as a trusted source of information online. By leveraging audience insights, brand experts, and editorial principles, brands can not only be a leading voice in discussions, but generate audience attention and engagement on their owned channels. In this session, we’ll go behind the scenes with Northwell Health to explore how your team can develop engaging, editorial content for social media. Specifically, we’ll discuss how Northwell Health leveraged the strategy behind its award-winning consumer editorial brand publication — The Well by Northwell — to enter the social media landscape. Join to hear:
- Earn attention and interest: Tapping into audience interest data, taking signals from the "new age news" landscape as consumers increasingly use social platforms to get their news and information.
- Behavior to buzz: Tips for creating a data-driven editorial planning process that focuses on audience interest data to generate interest and drive engagement.
- Serve your story: Determine how to create and distribute content to maximize its impact
- Brand amplification: Understand how to transform your internal thought leaders into trusted influencers online
