Corporate Affinity Group Meeting – More Than Likes: Creating and Building Your Social Channels



Registration is required. This event is open only to AGF corporate members and prospective members. Staff at all levels from corporate foundations and giving programs are encouraged to attend.

Long gone are the days where a company should focus on the size of their social followers as the sole metric of success. Today, with so many social channel options to choose from and ever-changing algorithms, it is more important than ever that engagement be one of the top key performance indicators.

A little over two years ago, the marketing team at PetSmart Charities (in partnership with its creative agency) set out to reestablish its Facebook, Instagram, Twitter, YouTube and LinkedIn channels. The team’s goal was to drive engagement—initially undefined—across all of these channels and its first steps included defining audiences, creating strategies, developing content, establishing media spend, optimizing and testing, etc.

During this session, PetSmart Charities Director of Charities, Customer Experience Suzanne Berrios and Content Manager Virginia Nelson will share some of their team’s key findings and mistakes they have learned over the last two years, reinforcing why engagement is now their primary metric.

Corporate members will also have time to network with colleagues and share feedback for 2020 Corporate Affinity Group activities.

All staff from AGF corporate giving programs and foundations are welcome to attend.