All sessions will be held in Scripps Lab Theater except where noted. Most sessions will be live-streamed at https://www.youtube.com/user/utkcci.
Monday, February 27, 2017: Politics, Press and Privacy
10:00 a.m. UTSMW 2017 Kickoff and Mayoral Proclamations
Knox County Mayor: Tim Burchett (’88); Knoxville City Mayor: Madeline Rogero (’89)
Biography: Knox County Mayor Tim Burchett took office in Sept. 2010. Prior to that, he started a successful small business, before serving 16 years in the state legislature – four years in the State House, followed by 12 years in the State Senate. In the legislature, he chaired the Budget Subcommittee in Finance and was secretary of the Finance, Ways and Means Committee, and served on several other influential committees. As Mayor, his accomplishments include keeping the county tax rate low, cutting debt and paying cash for a new elementary school.
Biography: Knoxville Mayor Madeline Rogero is the city’s 68th mayor and the first woman to hold the office. She began her first term in December 2011. Her career includes serving as the city’s community development director, Knox County commissioner, non-profit executive, urban and regional planner, community volunteer and neighborhood champion. She is a former consultant to Capital One and America’s Promise, and former executive director of Dolly Parton’s Dollywood Foundation and of Knoxville’s Promise – The Alliance for Youth. She has a B.A. in Political Science from Furman University and a Master’s degree in Urban and Regional Planning from The University of Tennessee. Mayor Rogero is dedicated to promoting a vibrant local economy, strong neighborhoods, a high quality of life, a thriving downtown and a greener Knoxville. She believes Knoxville’s strength comes from the diversity of its people and the beauty of its natural resources.
Social Media: Twitter | @MayorRogero; @cityknoxvilletn Facebook | Mayor Rogero; City of Knoxville Blog | http://knoxvilletn.gov/blog/One.aspx?portalId=132035
10:30 – 11:45 a.m. Algorithmic Servants or Algorithmic Tyranny: Living With a Predicted Future
Speakers: Jen Golbeck, Scientist, Author, Speaker; Associate Professor, School of Information Studies, University of Maryland
Biography: Jen Golbeck is a world leader in social media research and science communication. She began studying social media from the moment it emerged on the web a decade ago, and is one of the world’s foremost experts in the field. Her research has influenced industry, government and the military. She is a pioneer in the field of social data analytics, discovering people’s hidden attributes from their online behavior, and a leader in creating human-friendly security and privacy systems. She is an associate professor in the School of Information Studies at the University of Maryland.
Social Media: Twitter | @jengolbeck
Session Description: We know algorithms underlie most of our online experiences, but exactly what they can discover about us is surprising. Not only do they know who we are and what we do – they can predict what we will do in the future before we even know ourselves. This can be used for great human benefit, heading off diseases before they begin and intervening when people approach trouble. They also invoke visions of precogs and future crime, where people are punished before actually doing anything wrong. It sounds like science fiction, but in ways, it is already happening. This talk will cover some of the stunning things artificial intelligence can do, and look at what it will be like moving into a world where our futures are predicted. We discuss implications for privacy and what legislation and new tech we will need to protect ourselves from abusive powerful forces.
4:00 – 5:30 p.m. The Wealth of Information and the Poverty of Attention
Speaker: Hadas Gold, Media Reporter, POLITICO
Biography: Hadas Gold is a reporter at POLITICO, covering media and politics. Hadas joined POLITICO after a wide range of experience from following trash pickers in Argentina with the Pulitzer Center and work with Spanish-language network NTN24, to internships with “60 Minutes”, PolitiFact and Cox Newspapers. She is a proud alumna of the award-winning college newspaper, The GW Hatchet. Tel Aviv born and Arizona raised, Hadas earned her B.A. in journalism and M.A. in media and public affairs from The George Washington University. When not working, Hadas enjoys traveling as much as possible, exploring Washington, D.C., and baking.
Social Media: Twitter | @Hadas_Gold
Session Description: Social media, the internet and new technology have given everyone a wealth of information at their fingertips at all times. But that wealth of information has led to a lack of something else – a shortening and split attention span. The media covers everything at a breakneck speed, and now a person can be completely connected to people all over the world, but they can also more than ever, seclude themselves to only hear what they want to hear. This wealth and poverty directly affected the outcomes of our elections and how the government works.
Tuesday, February 28, 2017:Brick by Brick: Using Social Media to Build a Brand
9:40 – 10:55 a.m. “Manning” Your Reputation: How to Use Social Media to Grow Your Online Presence
Speakers: Snigdha Dhar, Heather Ervin, Alison Ojeda, Donald Page, Tommy Thigpen
Biography: Snigdha Dhar (BS/PR ’11) is a digital and social media manager for MELT, the Atlanta-based, award-winning sports and entertainment marketing agency. Snigdha works on MELT’s digital and social content platforms for clients such as The Coca-Cola Company, Popeye’s Louisiana Kitchen, Gildan Apparel and many others. Before joining MELT, she was a Digital Marketing Assistant at the Chick-fil-A Peach Bowl where she worked to grow the organization’s digital footprint through daily content generation and engagement during the inaugural year of the College Football Playoff. Prior to making the move to the Peach State, Snigdha served two internships while in grad school, one with the Nashville Sports Council/ Music City Bowl and the other with the NHL Nashville Predators. She received her M.S. in Sport Management from Middle Tennessee State and is a proud VFL with her BS in Communications from The University of Tennessee.
Biography: Heather Ervin, Director of Recruiting Operations & Player Personnel
Ervin’s primary responsibilities with Lady Vol basketball include assisting with all aspects of day-to-day recruiting operations, including overseeing and maintenance of the recruiting database, updating the recruiting boards and assisting with official and unofficial visits. In addition, Ervin also is responsible for managing pre- and post-signing paperwork as well as organizing prospect evaluations and managing the coaches recruiting travel. Ervin’s responsibilities in her previous role in athletics were to manage the head football coach’s daily schedule while also providing administrative support to the director of football operations and the senior associate athletics director for football administration. Ervin also was responsible for arranging summer employment opportunities for student-athletes and working closely with the Thornton Center in monitoring student-athletes’ class attendance. In addition, she served as chief liaison for all player family event functions as well as managing a website designed for players’ families. Ervin was substantially involved with official and unofficial on-campus recruiting visits.
The Sweetwater, Tennessee, native holds both a bachelor’s degree in health and human services and a master’s degree in foundations of education with an emphasis in sports management from Troy University, where she played basketball and later served as a graduate assistant basketball coach for two years. Prior to that, she played two seasons at Hiwassee College in nearby Madisonville, Tennessee. While there, Ervin helped the Tigers to a combined 57-10 record and two trips to the NJCAA national tournament. During her playing days at Sweetwater High School, the former Heather Lenoir was a multi-sport athlete in basketball, softball and track and field. She set 12 track records and still owns nine of those today.
Social Media: Twitter | @heatherervinvfl
Biography: Alison Ojeda, Head Coach, UT Women’s Tennis was announced as the seventh women’s tennis head coach in program history on Nov. 21, 2016. Ojeda is former Tennessee All-American and was hired as the assistant coach in June of 2016. She is one of the most decorated players in program history. A native of San Antonio, Texas, Ojeda has spent the previous six years on the staff at Baylor. She already boasts 14 years of full-time Division I coaching. Her teams also have won five regular-season conference championships and four conference tournament titles–all at the “power five” level. She has developed eight singles All-Americans and five All-American doubles teams. The Intercollegiate Tennis Association has recognized Ojeda’s coaching prowess on multiple occasions, as she is a three-time ITA Regional Coach of the Year (2004, 2012, 2015).
Social Media: Twitter | @AlisonOjeda
Biography: Tommy Thigpen completed his fourth season as UT Football linebackers and defense run game coordinator with the 2016 season. He has coached and played in eight bowl games in his career including Vols’ 2016 Outback Bowl Championship team; coached 2015 All-SEC selection Jalen Reeves-Maybin and SEC All-Freshman honoree Darrin Kirkland Jr. and was named the National Recruiter of the Year by Rivals.com in 2013 after helping to sign the No. 5 recruiting class in the nation. He mentored All-SEC performer Curt Maggitt as he had 11 sacks in 2014, the most by a Vol since John Henderson in 2000. In 2014, Thigpen coached defense which shaved more than 111 yards per game off total defense allowed per game prior to arrival. He spent the 2009-12 seasons in the SEC at Auburn, winning the 2010 season BCS Championship. In his first season with the Vols, he helped LB A.J. Johnson earned AP and Coaches First Team All-SEC honors, the first Vol LB to do so since Jerod Mayo in 2007. He worked as Tigers’ linebackers coach in 2012 after serving as safeties coach from 2009-11.
Social Media:Twitter | @UTCoachThig
Biography: Donald Page, Assistant Director of Digital Media, UT Athletics Dept. Photographer has been at UT since 2012 serving 18 varsity sports. A native of New Orleans, Louisiana, Page is a graduate of Louisiana Tech School of Art. He has spent time as a freelance sports photographer and civilian contract photographer for the US Army. In addition to his duties at Tennessee, Page has covered college football and the NFL as a freelance photographer, including the NFL playoffs and BCS National Championship games. His work has appeared in national and regional publications including Sports Illustrated, ESPN Magazine, and USA Today. Page is the photographer who captured the iconic photo of players soaking UT Football Coach Butch Jones with orange Gatorade at the end of the 2016 Outback Bowl. To view examples of his work, see www.donaldpage.com.
Session Description: Panelists from a variety of sports perspectives will discuss the impact of social media on athletes, teams and personal branding.
12:40 – 1:55 p.m. Info Made Simple: How to Create and Use Infographics to Increase the Value of Your Brand
Speakers: Megan Martin and Susanne Morton, UT, Knoxville Office of Communications and Marketing
Biography: Megan Martin has been an art director in UT’s Office of Communications and Marketing for the past five years. She has a bachelor’s degree in communication from the College of Charleston and attended the prestigious Portfolio Center in Atlanta, Georgia. Prior to working at UT, Megan was a graphic designer in New York City. Editorial design is her passion, and she loves a good grid!
Biography: Susanne Morton is an art director in UT’s communications and marketing office. Before working at UT, she lived in Nashville designing packaging and branding at a consumer electronics company. She received a Bachelor of Fine Arts in 2006. She specializes in print design and loves the process, from concept to completion.
Session Description: Professional communicators will describe best practices for visualization of information and what decisions should be considered for best outcomes. Bring your laptop! This will be an interactive session.
2:10 – 3:25 p.m. Getting Paid to Get Up for College GameDay
Speaker: Katherine Hughes, Associate Editor – Social Media, ESPN
Biography: Katherine Hughes
As a freshman at Auburn University, Katie Hughes attended College GameDay on campus for the first time and thought, “I’m going to work for this show someday.” This past football season, her dream was a reality. Hughes devoted her college career to working at Auburn Athletics department in communications, then started at ESPN through a summer internship in 2014, returning full-time in the company’s social media department in 2015. Hughes has participated in several ESPN social media executions for various accounts including @SportsCenter, @ESPN and @CollegeGameDay. During the 2016 college football season, she traveled weekly to execute on-site coverage of the highest-profile college football games, using social media to give fans an up-close perspective of the rich traditions of each campus, share the best GameDay signs and wild fans in the crowd and provide a #SidelineCam view of the game itself. Hughes was also on the production team of College GameDay’s weekly Snapchat Discover show, the first of its kind on the app. On @SportsCenter and @ESPN, Hughes has worked largely in the live game window, producing game coverage across all sports. She also worked to grow SportsCenter’s television presence in the social space, working on specific shows such as SC@Night and SportsCenter with Scott Van Pelt.
Instagram | @palmtreekth / @CollegeGameDay, @SportsCenter, @ESPN
Session Description: Every Saturday in the fall since the late 80’s, college football fans have been getting up for College GameDay. This year, the show reached a new screen: Snapchat Discover. Along with this innovative mini-show that reaches a younger target demographic, GameDay has enhanced the fan experience on other platforms, putting the best features, most hilarious signs and best in-game moments all in one place… and each week is different depending on what coast the show is on. This takes an in-depth study of fan behavior on social media, knowledge of campus culture and tradition and studying analytics of constantly-evolving game coverage.
Wednesday, March 1, 2017: Social Media Careers
10:10 – 11:30 a.m. Inside the Food Fight: World Food Championships Case Study
Speakers: Mike McCloud (BS/JEM ’90), JEM Professor Rob Heller, JEM Assistant Professor Nick Geidner, with current JEM student, Danielle Clark
Biography: World Food Championships CEO Mike McCloud is a marketing entrepreneur focused on making food competitions a long-term, fun-filled legacy for the culinary industry. A self-described champion of Food Sport, McCloud is frequently selected to speak about the origin and future of Food Sport and how the movement is whetting the appetite of foodies from all walks of life. McCloud has been advising, strategizing, marketing and building companies for more than 25 years. His major accomplishments include acquiring two firms along the way, building a full-service ad agency with offices in four cities, publishing a regional business journal and creating and funding new ventures like the World Food Championships and a Food Champ talent management group.
He has earned dozens of awards as the lead strategist for active food marketing with clients like the Coca-Cola, Sam’s Club, Bull Outdoor Products, Tyson, Smithfield and Kraft Foods. His marketing firm, MMA Creative, is the Agency of Record for KCBS, the world’s largest barbeque enthusiast organization, and the International Chili Society. MMA has also developed new marketing programs like the Great American BBQ Tour, American Grillmaster Tour and Cookoff Before Kickoff, a rivalry-based football tailgate program for Coca-Cola, AT&T, Heinz and Kingsford. Mike McCloud received the UT Accomplished Alumni Award in 2016.
Biography: Robert Heller, professor in the School of Journalism and Electronic Media at the University of Tennessee since 1986, received his B.S. and M.A. degrees in photojournalism from Syracuse University. He taught photography and graphics for five years at the University of Miami, and was publications designer and photographer at the State University of New York College at New Paltz, and Elmira College in New York. Heller also taught photography at The Center for Photography at Woodstock, New York. His photographs have been selected for numerous juried exhibitions and he continues to do freelance work in both graphic design and photography.
Heller served as Photo Manager for the Ocoee Kayak and Canoe Olympic venue at the 1996 Atlanta Olympics. A book of his photographs, “More Than the Game: The Tennessee Football Experience” has been published by Sports Publishing Inc., Champaign, Illinois. “Living On,” an exhibit of his portraits of Holocaust survivors and liberators from Tennessee has been in museums around the state of Tennessee and at major cities in Poland. The book was published by the University of Tennessee Press in spring, 2008. Heller is a member of the National Press Photographers Association, the Society for News Design and the Association for Education in Journalism and Mass Communication, where he has served as head of the Visual Communication Division.
Social Media: Facebook | Rob Heller
Biography: Nick Geidner, assistant professor in the School of Journalism and Electronic Media at the University of Tennessee since 2011. He received his PhD in Mass Communication from The Ohio State University and his Master’s in Telecommunication from Ball State University. His undergraduate degree is from Youngstown State University. Geidner created Land Grant Films (http://www.landgrantfilms.org/) in 2015 after leading a group of students on a large-scale project to produce material associated with the 2014 Medal of Honor Convention in Knoxville. Since the convention, Geidner has led groups of students to produce documentaries on several import topics such as neonatal abstinence syndrome caused by maternal opiate dependency, veterans participating in para cycling events and a fundraising video for the Boys & Girls Clubs of the Tennessee Valley. Geidner’s experiential teaching techniques have guided many UT students through meaningful projects to document and tell great stories, especially those associated with non-profit organizations that lack the funding to hire professional companies at premium charges.
Social Media: Twitter | @ngeidner
Session Description: Get an inside look at the recent World Food Championships in Orange Beach, Alabama from the eyes of faculty and students and their employer/host.
12:40 – 1:55 p.m. Where We’re Trending: The Future of Social Media Isn’t What it Used to Be. It Never Was. But Don’t Worry – It Will Be One Day.
Speakers: The Tombras Group social media team members Patrick Tice (BS/AD ’15) and Patrick Wells (BS/AD ’14)
Biography: As a Social Media Community Manager at The Tombras Group, Tice creates multimedia content for various social media platforms. He develops message strategies to uphold and reinforce brand voice while monitoring and engaging with social media communities, ensuring positive client experience. Tice graduated from the University of TN College of Communication & Information (Public Relations) in 2015.
Biography: As an award-winning Social Media Manager and Creative Copywriter, Wells has crafted creative social media campaigns for clients near and far. From live streaming and creating relevant content for a variety of national clients, including McDonald’s, Bristol Motor Speedway, MoonPie, Warsteiner Beer, Farm Bureau Insurance, the National Highway Traffic and Safety Administration, Orangetheory Fitness, Optimum Nutrition, Sonic Automotive. Work by Wells has also been featured in publications such as Wired, UPROXX, Tech Times and Fortune magazine, calling my 2016 NHTSA Texting and Driving social campaign “…pretty definitely the best government use of social media of all time.”
Session Description: Members of the social media team from The Tombras Group will discuss trends that will guide the future of social media marketing. Topics such as virtual reality and wearable technology will be highlighted. Case studies of agency work will be presented.
2 p.m. Crawl (Don’t Walk) to UTSMW 2017: Explore Agency Life in Downtown Knoxville
Description: Agency tours featuring FletcHER (2:15 – 3:00 p.m.), Moxley Carmichael (3:15 – 4:00 p.m.), and Pyxl (4:15 – 5:00 p.m.)
The agency crawl is a new venture with this year’s SMW. Three CCI student organizations are collaborating to sponsor this event which will enable students to visit the offices of local advertising and public relations firms. During the visits, the students will learn more about how these businesses operate and the social media skills needed for employment in AD and PR agencies. This interactive approach will foster networking among the students and the agencies.
Thursday, March 2, 2017: Crisis Management and Contrarian Commentary
9:40 – 10:55 a.m. Putting out fires: Using Social Media in the Aftermath of the Sevier County Wildfire Crisis
Speakers:Alexandra Brownfield, Executive Director of Volunteer East Tennessee; Kristin Farley, WATE anchor; Bruce McCamish (BS/AG ’91), Chief Photographer at Bruce McCamish Photography; Jamie Satterfield (BS/Bus.Adm. ’91), Investigative Reporter at the Knoxville News Sentinel
Biography: Alexandra Brownfield is the executive director of Volunteer East Tennessee, a nonprofit organization in the area that coordinates volunteer efforts. Volunteer East Tennessee is currently leading the efforts to organize volunteers and volunteer opportunities in response to the Sevier County fires. The organization will continue to work with local and state officials to determine long term volunteer needs. Prior to moving to Knoxville, Alexandra was the Volunteer Center Manager at United Way of Greater St. Louis.
Social Media: MountainTough.org
Biography: Kristin Farley is an anchor of the 5 pm, 6 pm, and 11 pm newscasts at WATE 6 On Your Side. She is an award-winning journalist with more than 12 years covering the Knoxville market. She is a graduate of the University of Delaware with previous experience in West Virginia and Ohio. Kristin is an avid runner, hiker, and camper, and is a frequent visitor to the Great Smoky Mountains National Park with her family. When the Sevier County fires became an imminent danger to residents, Kristin was immediately dispatched to Sevier County to cover the breaking situation live. Kristin stayed with the story as it unfolded over the next weeks and used social media both to inform the public of developments and stay connected.
Biography: Bruce McCamish is a local photographer in the Knoxville area. Although he has only been taking pictures professionally for just over a decade, taking pictures has been a hobby of his for more than 40 years. In the past few years, his captivating images have drawn many fans, due to the ability to share his work on social media. His pictures of the Gatlinburg wildfires had 29,000 shares in 3 hours and landed him on national networks such as CNN, ABC, and CBS within a matter of hours. He is a Knoxville native and UT alum.
Biography: Jamie Satterfield is the investigator legal affairs journalist at the Knoxville News Sentinel. She is an award-winning journalist with more than 28 years of experience, specializing in the law with emphasis on criminal courts, both state and federal, and police. Following the Sevier County fires, Jamie wrote about the destructive effect the fires had on East Tennessee. She grew up in Sevier County and felt the devastating impact the fires left behind, as evidenced through her recount of the recovery effort.
Social Media: Twitter | @jamiescoop
Session Description: On November 28, 2016, parts of Sevier County became devastated by wildfires that rapidly swept throughout the mountainside. Thousands of citizens were evacuated and 13 people died as a result, which prompted the public to be critical of the lack of social media use by emergency responders. Social media, however, did play a tremendous role in informing the public of the aftermath of the fires. This panel will feature community leaders who have played a key role in the aftermath of the wildfires and how they used social media to communicate vital information.
11:10 a.m. – 12:25 p.m. Brand Building and Community Development for Content Creators by Using Social Media
Speaker: Marshall Ramsey (BS/Bus.Adm. ’91)
Biography: Known for his award-winning cartoons, entertaining radio program and engaging short stories, Marshall Ramsey has been living his childhood dream for 46 years. But that dream hasn’t always been easy. When Ramsey graduated with honors from the University of Tennessee in 1991, his first job was as a night custodian at Pope High School in Marietta, Georgia – not exactly a planned destination on his career path. But Ramsey quickly learned that the “worst moments” in life are the seeds for the best moments. Ramsey is a two-time Pulitzer Finalist (2002 and 2006). His editorial cartoons are syndicated nationally by Creators Syndicate and have appeared in The New York Times, USA Today and The (Jackson, Miss.) Clarion-Ledger. He is the author several successful books including two cartoon collections, the short story collection, Fried Chicken and Wine and the delightful children’s book Banjo’s Dream.
Ramsey’s cartoons, photos, stories and posts are frequently shared on Facebook, Twitter, Pinterest and Instagram. He’s also the host of the weekly statewide radio program, Now You’re Talking with Marshall Ramsey on Mississippi Public Broadcasting. Ramsey’s also a cancer survivor. Diagnosed with malignant melanoma in 2001, he has been honored by both the Melanoma Research Foundation and the American Cancer Society for paying his survival forward. He actively promotes skin cancer awareness and sun safety through cartoons, speeches, skin screenings and a 5K race. He even ran the Marine Corps Marathon to raise funds for melanoma research. (He completed the race, raised $13,000 and developed some wicked leg cramps). Ramsey, his wife Amy, their three sons and precocious dog Pip live in Mississippi, the best state for politics, storytellers, sweet tea, and raising a family.
3:30 p.m. – 4:45 p.m. CCI Social Media Research Roundtable
ADPR Associate Professor Courtney Childers, Multiple projects including Vol Starter, the Digital Engagement project and use of the ABSMCC data
ADPR Assistant Professor Moohee Cho, Public engagement through Facebook
ADPR Associate Professor Beth Avery Foster, Social media use during Zika
JEM Assistant Professor Nick Geidner, Gatekeeping and YouTube, perceived network connection
SIS Assistant Professor Carolyn Hank, The persistence of social media, “Does the Web ever forget?”
ADPR Professor Mariea Hoy, Online privacy and social media
ADPR Associate Professor Michael Palenchar, Use of social media during crisis
Session Description: Thank you to the CCI Center for Information and Communication Studies for hosting this session. Refreshments will be provided. Join us as CCI scholars actively discuss how social media has impacted research projects. This is a “must attend” session for graduate students looking to kick start a research stream in social media. Implications for IRB, importance of sentiment analysis and the use of Salesforce Social Studio data will be discussed.
5:30 – 7:00 p.m. How to Go from Zero Readers to Over a Million a Day: My Online Writing Life
This session will be in the Alumni Memorial Building in Room 210. A Meet & Greet reception will follow. This session is free and open to the public, no reservations needed.
Biography: Clay Travis is a national radio host, FOX Sports analyst, blogger, author, and avid social media user. He is a former attorney, former columnist for CBSSports.com and FanHouse and a former editor for Deadspin. Travis has two best-selling books, Dixieland Delight and On Rocky Top. Travis hosts Fox Sports Radio’s “Outkick the Coverage with Clay Travis,” three-hour, national radio show, broadcasting daily from Nashville. He is a columnist for the popular blog he created, www.outkickthecoverage.com. Travis graduated with a BA in History from George Washington University and a JD in Law from Vanderbilt.
Session Description: Travis will discuss the impact of social media on building his personal brand. He credits social media with the rise of his online audience and the cultivation of strong engagement maintained via various social channels.