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Social Media Week – 2016

All sessions will be held in Scripps Lab Theater except where noted. Most sessions will be live-streamed at

Monday March 28 – Politics, Crisis Comm, & Social Media

9:30 a.m. UTSMW 2016 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.

Social Media Accounts: Twitter| @timburchett Facebook| Mayor Burchett

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 Accounts: Twitter| @MayorRogero; @cityknoxvilletn Facebook| Mayor Rogero; City of Knoxville Blog

9:40 – 10:55 a.m. A Newsfeed Divided: How the Digital Revolution is Changing Our Politics

Speaker: Laura Brown (BS/AD ’10), POLITICO

Biography: Laura Brown followed a lifelong passion for politics and technology to Washington, DC shortly after graduation. She now manages analytics and operations for the audience solutions team at POLITICO, one of the fastest growing media companies in the United States. In 2015, she was named to FOLIO’s 30 Under 30 list of industry innovators. She has also been named the “World’s Greatest Detective” by a coffee mug that sits on her desk.

Social Media Accounts: Twitter| @LBintheDistrict

Session Description: The internet has changed the way that we communicate politics, and is increasingly personalized on an individual level. Is this hyper-targeting preventing us from being able to see the other side’s point of view? Learn how internet algorithms are changing political discourse in America – for better and for worse.

1:25 – 2:40 p.m. Empowered Audiences: How Digital and the Grassroots Voices Have Changed Corporate Communications

Speaker: Mark Palmer, The Brunswick Group

Biography: Mark is a partner and leads Brunswick’s Dallas office. He brings 30 years of global experience in corporate, crisis and litigation communications, and financial transactions. Mark was previously vice president of corporate communications and organizational effectiveness at Sysco Corporation, based in Houston. Prior to Sysco, he was managing director of the Media Relations Practice Group at Public Strategies, Inc. where he helped clients navigate issues including executive transition, international mergers, Congressional and Justice Department investigations, regulatory changes, and litigation. From 1996 to 2004, Mark was at Enron Corp., where he served as managing director and senior vice president, global communications. During his tenure, he worked through several high-profile regulatory campaigns, multi-billion dollar acquisitions, and Enron’s bankruptcy and subsequent restructuring. Prior to Enron, Mark worked at Fina Inc. where he served as general manager of corporate communications. He received his bachelor’s degree in broadcast journalism from the University of Missouri School of Journalism.

4:00 ­ 5:30 p.m. Digital Crisis Simulation Workshop
Hosts: Zack Condry, Director, The Brunswick Group + Mark Palmer, The Brunswick Group

Biography: At Brunswick, Zack leads digital crisis and digital public affairs globally for the firm. Prior to joining Brunswick, Zack worked in digital crisis communications and public affairs at Edelman Public Relations and served as digital strategist for many American political campaigns – most notably New Jersey Governor Chris Christie. While in politics, Zack received two awards from Campaigns and Elections Magazine, the “Rising Star” and a “Top 50 Influencer in American Politics.” Zack has been a guest lecturer on digital crisis communications and political strategy at George Washington University, Georgetown University, and the University of Tennessee.

Social Media Accounts:

Session Description: Modern Crisis Communication: A crisis in 2016 is a digital one. The rise of social media has given audiences the opportunity to interact with corporations in crisis in real-time, making the response that much more complex and putting corporate reputations on the line. Sign up here.

Tuesday March 29 – The Importance of Creativity in Social Media

9:40 – 10:55 a.m. Branded Social Media: An Introductory Crash Course

Speaker: Andrew Vollmer, Account Supervisor, Publicis OneTeam NYC

Biography: Andrew graduated from UT in 2009, where he studied advertising. Soon after graduation, he moved to NYC and has been working in marketing ever since. He’s worked for agencies big and small—including Y&R, Addison Whitney, DDB, and T3—and is currently at Publicis NA where he’s been since early 2015. He’s gradually gathered a mixed bag of client experience, which includes Colgate, Xerox, Electrolux, Frigidaire, Capital One, Prodigy Network, and (currently) Citibank. Throughout the years, Andrew has found himself focusing most of his time on social media and web development. Outside of work, Andrew spends most of his time staying active and exploring the city. He lives in Brooklyn and can often be found at his local watering hole on the weekends, watching EPL matches before most of the city has had its morning coffee.

Session Description: We are all familiar with social media on a personal level, but how do things work when you’re a brand with lots of money to spend? In this session, we’ll discuss how brands leverage paid social media to amplify communications and connect with their audiences.

11:10 a.m. – 12:25 p.m. Music, Murder, and Entertainment: How to Kill It in Social Media

Speakers: Mike McCloud (BS/JEM ’90), Paul Jankowski (BS/AD ’89), Deborah Allen, and Erick Baker (BS/PR ’01)

Moderator: Tearsa Smith, WATE Channel 6 On Your Side

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.

Social Media Accounts: Twitter| @MikeMcCloud Facebook| mike.mccloud Instagram| @mccloudinthecloud

Biography: Paul Jankowski is Founder and Chief Brand Strategist at New Heartland Group, a brand building agency in Nashville. Clients range from Pepsico to Pizza Hut. His second book,“Speak American Too: Your Guide to Building Powerful Brands in the New Heartland,” aims to help brands connect with the 60% of consumers living in the New Heartland (Southwest, Midwest, Southeast). His book defines this massive, yet under-served cultural segment and traces the role core values such as faith (not religion), community and family play in buying behavior. Paul is a Forbes contributor with a blog on building brands. Paul held senior marketing positions with MCA Records, Gibson Guitar, and Live Nation. He also was Chief Marketing Officer for Elvis Presley Enterprises, overseeing global brand development. He has worked directly with many athletes and entertainers including Beyonce, Taylor Swift, Blake Shelton, Lady Antebellum, Dierks Bentley, Jason Aldean, Evander Holyfield and Elton John.

Social Media Accounts: Twitter| @pauljankowski1, @newheartland

Biography: Deborah Allen VP, Programming/Executive Producer Jupiter Entertainment Deborah Allen is the Vice President of Programming for Jupiter Entertainment. She plays a senior role in the development and production of nonfiction series and specials. Over the past decade, she has produced prime-time shows for A&E, Court TV, Investigation Discovery, History Channel, National Geographic, Biography, Oxygen and Fuse. In the true crime genre, she has served as Show Runner for many of Jupiter’s critically-acclaimed shows including City Confidential, Snapped, Killer Couples and the new social media series, #killerpost.

Biography: Erick Baker, singer/songwriter in Knoxville, TN. “If you’d told me when I graduated from UT in 2001 that I’d end up making a living as a singer-songwriter and television show host, I wouldn’t have believed you. My degree was in public relations, and I didn’t have a background in music or TV. Since releasing my debut EP in 2008, I’ve been able to share the stage with artists like John Legend, James Blunt, Gavin DeGraw, Grace Potter, Brandi Carlile and Heart, as well as tour Europe, Asia, and the Middle East, performing for our men and women in uniform stationed overseas.Currently, I’m pursuing a new adventure. I’m proud to say I’ve lived in Tennessee my entire life. However, touring the world for the last decade, I’ve only seen it passing by through a windshield. As the host of the PBS outdoor television show Tennessee Uncharted, I’m getting the opportunity to rediscover how great my home state is, one outdoor adventure at a time.”

Social Media Accounts: Web| Facebook| erickbakermusic Twitter| ErickBaker YouTube| ErickBakerMusic  Instagram| erickbakermusic

Session Description: From television programs to songwriting to celebrity endorsements to contests and promotions, social media is now part of the entertainment landscape. It’s here to stay. Panelists will provide first hand experiences and advice for social media management.

2:10 – 3:25 p.m. The Buzz About Visual Storytelling 

Speakers: Marianne Canada (BS/JEM ’00), Aja May and Patrick Wells (BS/AD ’14)

Biography: Marianne Canada, Supervising producer and stylist for bridges the gap from behind the camera to infront of it, working as the Supervising Producer for millennial- focused social series like HGTV Handmade and HGTV Happy; and as on camera talent for projects like HGTV Crafternoon, HGTV Holiday House, and Food Network Snapchat. Her background in event planning, talent development, writing, production, and broadcasting enables her to work across multiple platforms

Social Media Accounts: Twitter, Snapchat, Pinterest| @mariannecanada Youtube| hgtvhandmade, hgtvhappy Facebook| hgtv

Biography: Aja May serves as the Vice President of Marketing for the Indiana State Museum and Historic Sites, a 12-location system of museums that tells the stories about the people, places, and things that shape Indiana. In that role, May directs the marketing strategy, branding, social media, public relations and advertising activities for the ISMHS. Under her tenure, the ISMHS has seen significant growth in digital and social media, the move to robust digital advertising, and the creation and execution of a unified brand strategy. Previously, May served as the Assistant Director of Strategic Marketing at Purdue University where she led a team of marketing consultants to provide marketing expertise and implementation to over 80 on-campus clients. May has also helped guide the communication and legislative affairs strategy at the Indiana Commission for Higher Education and served as the Communications Coordinator for First Lady Judy O’Bannon.

Social Media Accounts: Twitter+ Instagram| @indianamuseum, Facebook| Indiana State Museum

Biography: Patrick Wells is entering his third year at The Tombras Group, and currently serves as the Senior Social Media Manager and Social Copywriter. He is a native of Greenville, TN. He joined Tombras under an account management internship, but quickly transitioned to social media, starting as a Social Community Manager for Farm Bureau Insurance of Tennessee’s Farmer Charlie, McDonald’s, and the Tennessee Department of Transportation. After recently being promoted to his current role, he now works on social and digital content for national accounts such as Orangetheory Fitness, the National Highway and Traffic Safety Administration, Visit Gatlinburg, and the agency’s new business ventures. Outside of the ad world, he’s an avid runner, reader, and tweeter of bad jokes and puns.

Social Media Accounts: Twitter| @wildpat_3000 Instagram| @patrick.atthedisco Snapchat| wildpat3000

Session Description: Photography. Video. Graphics. Memes. Music. Illustration. Text. All capture attention. All drive content. All are important in telling a good story. Panelists will explore what visual storytelling means and what you need to know to succeed in the space.

4:00 – 5:30 p.m. Creative Content Workshop: cosponsored by UT Ad Club

Creative Content Workshop: How to Make Your Message Stand Out From the Rest. Photography. Video. Graphics. Memes. Music. Illustration. Gifs. Text. Infographics. All capture attention. All drive content. All are important in telling a good story. Panelists will explore what visual storytelling means and what you need to know to succeed in the space. Participants in this workshop will leave with hands on experience in creating content under a time crunch. No lectures. No boring presentations. Space is limited. Sign up now! Attendees will receive a hard copy of a Creative Content Workshop Certificate to acknowledge completion.

5:30 – 7:00 p.m. Center for Career Development LinkedIn Workshop

This LinkedIn Workshop will include networking, a seminar and an interactive workshop. Informal networking will start at 5, and the seminar will begin at 5:30 – 6:15 p.m. For the second half of the evening, you will meet in small groups of students and professionals from 6:15 – 7 p.m. Employers and CCD staff will be on hand to help you build a more robust LinkedIn profile! Please bring your laptops! Pizza will be provided. Please register for this event on Hire-A-VOL under ‘Career Events’.

8:00 p.m. Science Editor, Buzzfeed News Virginia Hughes

Virginia Hughes, acclaimed Science Editor for BuzzFeed News, will give the University of Tennessee’s annual Alfred and Julia Hill Lecture on Tuesday, March 29 at 8 p.m. in the College of Nursing Auditorium. Hughes’ Hill Lecture is free and open to the public. Before joining BuzzFeed News as Science Editor in 2015, Hughes was an independent journalist specializing in genetics, neuroscience, and biotechnology. Her blog, Only Human, was published by National Geographic, and her writing has also appeared in The Atlantic, The New York Times, The New Yorker, and Slate. In 2012 and 2014 Hughes’ science stories were selected to appear in The Best American Science and Nature Writing. Hughes graduated magna cum laude in neuroscience from Brown University and then earned a master’s degree in science writing at Johns Hopkins University. For her Hill Lecture, Hughes will speak on “In Defense of Clickbait.” Free parking is available on the street and in nearby lots. Refreshments will be served before and after the lecture. Contact: Dr. Mark Littmann, (865) 974-8156,


Wednesday March 30 – The Business of Social Media

6:00 – 10:00 a.m. Open the Gates and Turn the Animals Loose: Doc, Jeff, and Heather from Sports Radio WMNL will be broadcasting from CCI

co-sponsored by School of Communication Studies

10:10 – 11:30 a.m. Speaker: Nate Bain (’14), Digital Media Manager Los Angeles Rams + Adam Moussa (MS/C&I ’13), Programming Coordinator ESPN

Moderator: Michael Spencer, WATE Channel 6 On Your Side

Biography: Nate Bain is entering his third season with the Los Angeles Rams. He is a native of Pulaski, Tenn., and is a Tennessee graduate. He joined the NFL as the St. Louis Rams’ digital media coordinator, which he held for 11 months before being promoted to his current role. As digital media manager, he handles all digital strategy for the club, Rams social media accounts and content and maintenance of Prior to the Rams, Bain served as a student assistant for the Oregon men’s basketball program, an intern at the National Association of Collegiate Directors of Athletics and a media relations graduate assistant for the Tennessee men’s basketball and men’s golf programs. He received his bachelor’s degree in Sociology from the University of Oregon in 2011, and earned a master’s degree in Sport Management from the University of Tennessee in 2014.

Social Media Accounts: Twitter| @natebain, @RamsNFL, Instagram| @Rams, Snapchat| SnapTheRams

Biography: Adam K. Moussa is a communications professional who currently serves as a Programming Coordinator for ESPN’s X Games. In that role, he is responsible for producing ESPN’s action sports social media content. Throughout his time at ESPN, Moussa has managed social media for @SportsCenter, @ESPNNFL, @ESPNMondayNight, @ESPNCFB, @CollegeGameDay, @ESPNU, @RecruitingESPN, @ESPN3 and @ESPNMag. Prior to joining ESPN in 2013, Moussa earned a master’s of science degree in communications from the University of Tennessee. During his time on Rocky Top, Moussa served as a feature writer for Tennessee Insider and Tennessee Playbook magazines, in addition to contributing to Before enrolling as a graduate student on “The Hill,” Moussa earned a bachelor’s of science degree in education from the University of Memphis in May of 2012. A magna cum laude member of the U of M’s “Centennial Senior” class, Moussa earned College of Education Dean’s List recognition in each of his eight semesters.

Social Media Accounts: Twitter| @AKMoussa LinkedIn| Adam K. Moussa Twitter| @XGames Instagram| @xgames Facebook| X Games Snapchat| xgames

Session Description: Sports and Social Media. University of Tennessee alumni Nate Bain (Los Angeles Rams) and Adam K. Moussa (ESPN) will dive deep into the intricacies of managing social media platforms on behalf of major sports organizations.

12:40 – 1:55 p.m. Speakers: Dale Jolley, Mariel Clark, and Nick Hollensbe, Mallory Ziglar – Scripps Networks Interactive

Biography: Dale Jolley is a Social Media Manager, HOME category – Scripps Networks Interactive As Social Media Manager for Scripps Networks Interactive HOME Category, Dale’s passion is building and growing communities and conversations in the digital space. A 15-year veteran of Scripps Networks Interactive, Dale has developed a diverse range of experience that he uses to engage and connect with consumers, influencers and content-seekers across multiple platforms. Dale is a cum laude graduate of MTSU with a BS in Mass Communications and a minor in Music. In his spare time, Dale performs with Nashville-based local band, The Bumpus Hounds, and is actively involved in seasonal performances as a member of the Knoxville Gay Men’s Chorus.

Biography: Mariel S. Clark is Editorial and Programming Director of the lifestyle brand websites for HGTV, Travel Channel, DIY Network and Great American Country. Mariel leads the Home and Travel categories’ digital editorial strategy and growth, generating ideas that attract a greater audience and increase revenue. She directs the programming and editorial teams that create and promote digital content including web original video series, social videos, content packages and blogs. Mariel serves as the site lead to develop innovative concepts in support of sales opportunities and content marketing in original online video series and digital editorial initiatives. Before joining HGTV, Mariel served as editor of a New York news website and as a television producer on award-winning series for Food Network, Oxygen and Discovery Channel, among others. She holds a master’s degree in digital media from Columbia University and a bachelor’s degree in journalism from the University of Georgia.

Biography: Nick Hollensbe is an Executive Producer for Scripps Networks Interactive where he leads a range of strategic digital projects including social video initiatives, experimental web series, and short-form video for HGTV’s and Food Network’s digital platforms. Previously, Hollensbe managed production, deployment and monetization of video for E.W. Scripps operating units. In 2005, he joined the Scripps-owned Naples Daily News in Florida where he served as the senior video producer. Previously, Hollensbe was as a producer for Eagle Entertainment (now Favorite Color). Hollensbe earned a bachelor’s degree in computer science from the University of Kansas and has received many accolades for his online video work, including a Webby Award for the online video series “The House Counselor.”

Biography: Mallory Ziglar is a Community Manager at Scripps Networks Interactive who helps manage social media for HGTV, DIY Network and Great American Country. Mallory studied journalism and online media at the University of Florida and discovered her passion for social media during her time as an online producer at The Miami Herald. Before joining Scripps, she worked on the social media teams at AutoNation and Lynn University, in roles that centered on content creation and storytelling. At Scripps, Mallory was part of a team that launched, a community-focused gardening resource from HGTV. She continues to work with the editorial teams to create and promote lifestyle content specifically tailored for social audiences. Mallory loves to travel, cook and fill her home with midcentury modern style. She lives in Atlanta with her husband and their dog, Henry.

Social Media Accounts: HGTV: Facebook| @HGTV Twitter| @HGTV G+| @HGTV Instagram| @HGTV Pinterest| @HGTV Youtube| hgtv

DIYNetwork: Facebook| @DIYNetwork Twitter| @DIYNetwork G+| @DIYNetwork Instagram| @DIYNetwork Pinterest| @DIYNetwork Youtube| DIYNetwork

Great American Country: Facebook| @GreatAmericanCountry Twitter| @GACTV G+| @GAC Instagram| @GACTV Pinterest| @GACTV

Travel Channel: Facebook| @TravelChannel Twitter| @TravelChannel G+| @TravelChannel Instagram| @TravelChannel Pinterest| @TravelChannel Youtube|travelchannel

HGTV Handmade: Youtube| hgtvhandmade Twitter| @HGTVHandmade

Session Description: Scripps Lifestyle Studio: Life is our Business. Join digital experts from Scripps Networks Interactive as they discuss digital content creation and promotion. They’ll cover the new Scripps Lifestyle Studios as well as answer questions about programming strategies, social media campaigns and what’s next for the digital side of some of the most loved and trusted media brands: HGTV, Travel Channel, DIY Network and Great American Country.

Thursday  March 31

10:00 a.m. – 12:00 p.m. Open House for Social Media Command Center

Location: Adam Brown Social Media Command Center, room 467, UT College of Communication & Information Bldg.

12:30 – 1:45 p.m. Keynote: Adam Brown (BS/AD ’94), Executive Strategist, Salesforce

Biography: Adam Brown is the executive strategist for Salesforce, named the World’s Most Innovative Company for the past four consecutive years by Forbes (2014, 2013, 2012, 2011). In this role Adam and his team deliver integrated social marketing strategy to Salesforce Marketing Cloud customers and work with product teams to develop the best marketing products and solutions in the industry. Adam is also currently co-host of the Podcast with best-selling author and digital media entrepreneur Jay Baer. The podcast was named best podcast/audio series of 2015 by the Content Marketing Association, and is downloaded or streamed over 70,000 times a month. Before joining Salesforce in May of 2013, Adam was Executive Director of Social Media at Dell, where he led the company’s consumer strategy around social media marketing, engagement and social commerce initiatives. During his tenure, fan acquisition increased 225%, social sentiment improved 90% and funded programs delivered a 7X ROI (via attributable sales) through an unwavering commitment to his PEOS (Paid Earned Owned Shared) social media strategy. In 2010, Dell was named the #2 global social media brand by Altimeter Group and in 2011, named the #1 global social media brand by Trendstream. Adam joined Dell in 2010 after spending four years creating and leading the Office of Digital & Social Media at The Coca-Cola Company. While at Coke, Adam developed its 4R social media strategy (review, respond, record, redirect), established the company’s social media presences and spearheaded the development of the company’s social media guidelines, often seen as a standard in the industry. Adam concepted Coca-Cola’s Expedition 206 social media program, sending three young bloggers around the world in a year to visit the 206 countries where Coke is served. The program delivered two billion media impressions for Coca-Cola and won over 15 industry awards for marketing and public relations excellence. Before Coca-Cola, Adam spent eight years at global public relations agency Ketchum, where he was Vice President and Director of eKetchum, Ketchum’s digital media development and viral marketing strategy group. His work there received international industry recognition including four PRSA Silver Anvil awards for work for clients Proctor & Gamble, Nokia and Novartis, as well as a National PRSA Best of Show award for Cox Communications. Adam sits on the Board of Visitors of his alma matter, the University of Tennessee, where he majored in Advertising. He was named the College’s 2015 Ad Alumnus of the Year.

Social Media Accounts: Twitter| @adamcb, @salesforce

Session Description: Big Ideas versus Big Data. Is tomorrow’s marketing communications either/or? Creativity and storytelling are still important, but tomorrow’s marketing communications professionals must also be comfortable with data science. Learn how it’s not just about the Big Ideas – today it’s about the Big Data – and how tomorrow’s marketing and communications experts will have more data at their fingertips than ever before. The question is – can they keep the right balance of right brain and left brain to succeed?

Keynote Luncheon 12:30 p.m. (This event is invitation only due to room capacity.)