Kent State held its ninth annual YouToo Social Media Conference in the First Energy auditorium of Franklin Hall on Friday, which included a presentation from Kyle Michael Miller, the social media producer for the TODAY Show.

Miller began his presentation with a video of TODAY news correspondents, Kathie Lee Gifford and Hoda Kotb, before he offered advice on social media.

Miller said TODAY uses nine social media platforms, and not all platforms are created equal.

“TODAY is a lifestyle brand, so we’re using more Pinterest,” Miller said. “We produce stories for the actual platforms.”

Miller said post views are based on interaction with users.  

“The more engagement, the greater number of people who will see the post in their newsfeed,” Miller said.

Miller suggested making sure posts are shareable and digestible. He also said it’s important to know the audience.

“Know your audience (and) know your brand,” Miller said. “You must become an expert on your brand.”

Miller also said authentic moments and nostalgia can attract your audience on social media.

Mackenzie Logan, a member of the University of Akron’s chapter of Public Relations Student Society of America (PRSSA) said she agreed with needing to know how to cater your audience.  

“I really liked the points when they said knowing your audience. I think that’s a great key tip, especially if you’re doing, PR marketing (or) advertising,” Logan said. “No matter what, it’s an essential aspect to have.”

The second presentation featured two representatives from KeyBank: Christina Klenotic, senior vice president of social and digital marketing, and Alyssa Purvis, social media manager.

During the presentation, they discussed consumers interacting with brands on social media.

Klenotic broke down the content ratio of KeyBank.

“Twenty-five percent is driven towards a community,” Klenotic said. “Fifty percent is how KeyBank can drive your life and empower you as a human, and 25 percent is community.” 

Scott Monty, the CEO and founder of Scott Monty Strategies, took the floor next  to explain the seven deadly sins of social media marketing.

“Seventy-one percent of consumers have ended their relationship with a company due to poor customer service,” Monty said. “Sometimes it only takes one time.”

Monty said a company should be authentic, responsible and compelling.

“That’s the kind of stuff that will make you win,” he said.

A panel discussion followed: “Social Media Meets Marketing — What PR Pros Need to Know.”

The panel included Marcus Donaldson, a senior public relations major; Michael Schwabe, account director of Pierry Software; and Jennifer Ristic, vice president of content at Point to Point, Inc.

The panel discussed how to work with marketers to drive more value from marketing campaigns with social media platforms.

“Internal Social Collaboration: A Path to Business Value with an Enterprise Social Network” presented by Amy Dolzine of Enterprise Social Engagement, followed.

The presentation talked about transparency, open dialogue and communication to generate value to customers and the organization.

The concluding presentation was “Social Media: One Person’s Job or Everyone’s Job,” presented by a mix of speakers and moderators from throughout the day.

Morgan Smith, a member of the University of Akron’s PRSSA chapter, said she is working on creating her own personal presence on social media.

“I’m getting close to graduation, so it’s been very inspiring to find my personal brand and utilize the techniques of social media in a different aspect,” Smith said.

Skylar Fought, a senior public relations major, said Monty’s dicscussion was one she especially enjoyed.

“I thought what Scott Monty had to say was really interesting,” Fought said. “I liked what he said about making content shareable.”

Sponsors of the event included True Communications, the University of Akron, White Space and Evolve Creative Group.

Jillian Holness is the humanities reporter for The Kent Stater. Contact her at [email protected].