Initial GSMCON speakers & sessions! Save during Regular Registration

Nov 22, 2024

Tickets are selling fast for GSMCON2025! After 2024’s event ticket sell-out, make sure you secure your spot today. If you missed registering during our Early-Bird sale, you can still get your ticket at a reduced price during Regular Registration–register now to save while guaranteeing your spot at the premier event for government social media professionals.

We’re thrilled to unveil our initial speaker and session lineup for the 2025 Government Social Media Conference!

GSMCON2025, the largest and most influential social media conference for government agencies, is happening May 20-22, 2025, at Disney’s Coronado Springs Resort® in Lake Buena Vista, Florida. This event brings together top professionals, actionable strategies, and unparalleled networking opportunities all in one unforgettable location.

Below, you’ll find our initial speaker and session lineup featuring experts from diverse backgrounds and jurisdictions. What makes GSMCON stand out? Attendees can expect actionable strategies, big-picture inspiration, and top-notch training taught by speakers committed to helping you succeed in your role & achieve mastery in government social media. Enjoy options to customize your GSMCON experience, including:

Session Level Labels: From Beginner to Advanced, our sessions are tailored to meet your skill level.
Session Tracks: Is there a specific track that interests you? Each breakout session is associated to a specific category so you can ensure…
Varied Session Lengths: Explore a mix of 1-hour deep dives, 45-minute sessions, and fast-paced Speed Sessions for high-impact insights.
Three Concurrent Sessions: There will be up to three concurrent sessions happening simultaneously during each session time block, and attendees are encouraged to choose your favorite session to attend live. Don’t worry about missing any major takeaways–all attendees can watch available on-demand sessions for 3 months after the event ends!

More speakers, sessions, special activities, and keynotes will be announced as we continue to develop our GSMCON2025 program. Stay in-the-know by subscribing to our newsletter.

General Sessions

General sessions are keynote-level conversations and panels that all participants will attend at the same time. Exciting General Session updates will be announced soon!

Extended Breakout Sessions (1-hour)

Dive deeper into critical topics with Extended Breakout Sessions! These immersive presentations will have ample time for content and live Q&As with the speakers.

Accessible and Inclusive Social Media Strategies for Government Agencies (Advanced)
Kaitlin Keeler, Oakland County, MI Government
Harry Weaver III, Oakland County, MI Government

Learn how to develop & implement social media strategies that are accessible & inclusive-ensuring government communications engage with ALL community members. Gain practical tips, guidelines & hands-on tools to enhance accessibility & inclusion in your agency's social media strategies:

Creating Inclusive Content: Craft content that resonates with diverse communities
Accessibility Best Practices: Strategies to make social media accessible-including alt text, captions & language access
Policy Development: DEI policies supporting inclusive communication
Engagement Techniques: How to reach out, engage & include all communities
Measuring Success: Tools & metrics to evaluate DEI & accessibility

Breaking Bad News: Practical Strategies for Sensitive Social Media Messaging (Intermediate)
Jayli Barkley, Riverside County District Attorney's Office

Social media often puts government agencies in the challenging position of delivering difficult news to an audience that expects timely, precise, and empathetic communication. Easier said than done, right? This session provides practical, hands-on strategies to navigate the complexities of sharing hard information while maintaining public trust and transparency.

Attendees will learn how to craft clear and compassionate messages, address misinformation effectively, and manage emotional reactions on social media without escalating controversy. With real-world examples and actionable techniques, this session ensures that your agency is prepared to thoughtfully and effectively handle sensitive situations.

Copyright, Creativity & AI: Legal Must-Knows for Social Media Pros (Advanced)
Julie Tappendorf, Ancel Glink, PC

Navigating the intersection of content creation, copyright law, and emerging AI tools can feel overwhelming—but it doesn’t have to. In this advanced session, we'll break down the complexities of the Copyright Act and the “fair use doctrine,” offering actionable guidance for public sector social media professionals. Learn how to protect your agency while fostering creativity, embracing trends, and avoiding common copyright pitfalls. With a focus on real-world examples and the latest legal developments, this session will empower you to confidently create and share content while staying legally compliant in the fast-evolving digital landscape.

Creating Brat Reels, No Cap (Intermediate)
Alexis McLellan, San Carlos Park Fire Protection and Rescue Service District

How does someone middle-aged—or anyone, really—create content that resonates with an audience in their teens or twenties? As an 18-year veteran Public Information Officer & Golden Post Awards Instagram Finalist (and frankly who has no clue what most of the words in the title of this presentation mean), we'll tackle the daunting task of staying current and adapting to the changing world of social media.

Roll up your sleeves (or whatever the kids say nowadays) on this how-to strategy to connect with your audience through humor, creativity, and tenacity on Instagram Reels. Get tips, tricks, and inspiration on:

Finding content ideas from creators outside your field and government social media.
Using the right (free!) apps to create engaging, trendy Reels with ease.
Harnessing humor to connect with your audience while maintaining professionalism.

Crisis Averted: Social Listening Strategies for Proactive Planning (Intermediate)
Mary Levin, USPS

Get a handle on the latest social media monitoring tools and tactics to help you gauge warning signs for a crisis on the rise, ensuring you’re better prepared when the social storm clouds gather--even on a tight budget. Learn how to use the latest social listening tools and tactics to spot warning signs, prevent potential crises, and respond effectively when challenges arise. In this session, you'll takeaway:

How to use social intelligence to inform your response and prevent crises.
Tips for choosing the right tools and platforms for your needs.
Techniques for demonstrating the value of social intelligence to leadership.
Building relationships across your organization to amplify your efforts.
Real-world scenarios to prepare for everything from doxing to natural disasters.

Excite, Explain, Engage: The Formula for a Balanced Content Calendar (Beginner)
Elizabeth Kidd-Chamberlain, City of Boise

Striking the perfect balance between fun, creative content and the critical information your community needs is no easy task—especially for government social media professionals. The City of Boise has mastered this challenge with their “Excite, Explain, Engage” framework, a simple yet effective way to think about every topic from three angles: how to excite your audience, explain the essentials, and engage them meaningfully. In this session, you’ll discover how to build a content calendar using this method, define content pillars for your organization, and adapt social media trends to create posts that captivate and inform. Learn the secrets behind Boise’s success and take home practical strategies to become your community’s go-to social media source.

Mastering Social Media Crisis Communication to Save Lives (Intermediate)
Danielle Shepard, City of Tampa
Ashley Turner, Charlotte County, FL

When disaster strikes—whether it’s a wildfire, hurricane, or back-to-back crises—your social media strategy can mean the difference between chaos and calm. This session brings together insights from managing hurricanes and wildfires to equip attendees with actionable crisis communication strategies that save lives and foster community resilience. Learn how to keep residents informed before, during, and after disasters, develop key messages that resonate, and build a preparedness checklist tailored to your agency’s needs. Speakers will share real-world lessons, highlighting the importance of visuals, branding, and overcommunication while emphasizing collaboration with PIO networks and subject matter experts.

Overcoming AI Stigma: Ethical Integration in Government Social Media (Intermediate)
Brock Damjanovich, Salt Lake County Office of Regional Development

AI is becoming an essential part of the modern workplace, but navigating its use in government communications requires a careful and ethical approach. How can you implement AI tools responsibly while addressing leadership concerns and maintaining transparency with your public? Learn how to:

Use this session's downloadable template to begin crafting your agency's AI Policy.
Ethically use AI to improve workflows while respecting its limitations.
Advocate for AI adoption by framing its benefits to leadership while highlighting your critical role.

Leave with the confidence to integrate AI tools into your work in a way that enhances productivity, trust, and your own career trajectory.

Storytelling on Instagram Stories: Create, Captivate, Connect (Intermediate)
Jocelyn Devereux, Orange County Fire Authority
Sophia Champieux, Orange County Fire Authority

As Instagram Stories continue to dominate the social media landscape, government communicators have a unique opportunity to leverage this 24-hour format to connect with their communities in fresh and engaging ways.

In this session, we’ll dive deep into Instagram’s interactive features—like polls, links, and questions—that not only spark conversation but also boost engagement. We’ll cover step-by-step instructions to creatively enhance your agency’s brand via personalized GIF stickers.

Attendees will leave equipped with strategies to create compelling stories, unlock the power of analytics, and increase brand awareness. Get ready to turn fleeting posts into lasting connections!

Transforming the Ordinary: Reinventing the Mundane into Social Media Magic (Intermediate)
Aimee Colton, Utah Department of Transportation
Elizabeth McMillan, Utah Department of Transportation

What if your agency could turn routine projects into social media campaigns that spark joy, drive engagement, and even inspire merch-worthy enthusiasm? This session dives into creative strategies that transform the mundane into magic through the power of naming. Using UDOT’s successful “BridgeFest” as a case study, we’ll explore how naming things can create strong emotional bonds (think "glow-up" or "brat summer") and make concepts relatable. Discover how to develop bold campaigns on a tight budget, secure leadership buy-in for unconventional ideas, and unite projects under compelling themes. Leave inspired to to elevate your social media strategy and turn the mundane into magic!

Trust in Action: Building Community Connections Through Social Media (Intermediate)
Drew Bailey, Town of Little Elm
Rodney Harrison, Town of Little Elm

In an age where social media shapes public perception, building public trust is more important—and more challenging—than ever. This session dives into effective strategies for navigating negative interactions and transforming them into opportunities for connection, transparency, and dialogue. Explore real-world examples, including insights from a Chief of Police, to see how innovative approaches, like creative content and relatable storytelling, can foster stronger bonds with your community.

Attendees will leave with actionable techniques to maintain a positive online presence, engage authentically with residents, and demonstrate to leadership how outside-the-box strategies, like “silly videos,” can play a vital role in building trust.

X vs. Threads & Bluesky: Building a Winning Strategy for the New Social Media Era (Intermediate)
Anabell Chavez, City of Long Beach
Jennifer Arenas, City of Long Beach

The social media landscape is shifting, and agencies are asking the big question: Are Threads and Bluesky the new go-to for engagement, or is there still a place for X in your strategy? This session breaks down each platform’s unique features, audience demographics, and strengths to help you make informed decisions. Discover actionable strategies for incorporating Threads or Bluesky into your current strategy, revitalizing (or phasing out) your X presence, and creating content that resonates with audiences on all platforms--or just one.

Breakout Sessions (45-minute)

45-minute Breakout Sessions (our regular session length since post-pandemic) are focused and impactful presentations packed with practical takeaways. After presenting, speakers will leave time for a live Q&A at the end.

Creating a Multi-Language Emergency Toolkit (Intermediate)
Kayla Boardman, City of San Jose – San Jose Clean Energy

If a natural disaster struck tomorrow, would your agency be ready to communicate critical information in all the languages your community speaks? This session will show you how to prepare a multilingual emergency toolkit, ensuring your agency can deliver clear, accurate, and accessible messages during crises--and, you'll walk away with downloadable resources to help you get started. Learn best practices for creating and maintaining translated content, avoiding common pitfalls like over-reliance on machine translation, and keeping your toolkit up to date. Prepare now so you can connect with and support your entire community when it matters most.

Crouching Tiger, Hidden FOMO: Unlocking LinkedIn’s Potential for Public Agencies (Beginner)
Anthea Thomas, City of Fort Lauderdale

Is your LinkedIn page just… there? It doesn’t have to be. This session will teach you how to transform your agency’s presence on the “Briefcase App” into a powerhouse of engagement, excitement, and FOMO-worthy content. Learn how small but impactful changes can elevate your LinkedIn strategy, making it a tool building, keeping, and celebrating your team.

Discover the method to serve up exclusive behind-the-scenes content, spotlight your agency’s stars, and create posts so engaging your team will want to share them without being asked. By shifting from an “employment-focused” approach to an “employee-focused” one, you’ll uncover new ways to highlight your culture, build connections, and make LinkedIn work for you—even with limited time and resources.

How Do You Do, Fellow Kids: Meme Mastery for Public Agencies (Advanced)
Warren Kagarise, King County, WA

What’s in a meme? If you’re a public agency, a lot more than meets the eye. Memes move fast, even if your approval process doesn’t. The journey from concept to content — decoding the trend, getting buy-in, minimizing risk, and adapting a viral meme to fit your agency’s brand — is daunting. In this advanced-level session, participants will dig into the data behind how memes improve engagement and reach, examine accessibility, copyright and ethics considerations, and learn strategies to avoid becoming a “How do you do, fellow kids?” punchline. With the right insights, you can quickly navigate those hurdles to reach a decision on whether a meme is right for your organization — or if you should pass.

Likes Won’t Pay Your Therapy Bills: Mastering Balance in Social Media Work (Beginner)
Tila Grant, Texas Department of Transportation

Social media management comes with relentless demands—but that doesn’t mean your well-being has to take a backseat. This session offers practical strategies to help you set healthy boundaries, reduce burnout, and advocate for realistic expectations within your organization.

We'll dive into actionable techniques for self-care, balancing the demands of your job with your personal well-being, and building sustainable work habits. Become your own best advocate and create a work-life balance that lasts, ensuring you can serve your community best without sacrificing yourself.

Stop the Scroll: Advanced Strategies for Using Plain Language in Social Media (Advanced)
Shuly Babitz, US Department of Health and Human Services, Office of the Assistant Secretary for Public Affairs

Social media is bursting with content—so how do you grab attention and inspire trust in a sea of posts? The answer lies in plain language. This advanced session will teach you how to craft social media copy that stops the scroll, sparks curiosity, builds trust, and improves accessibility. We’ll dive deep into the principles of plain language, debunk common myths, and explore why many government agencies mandate its use.

Through hands-on examples and real-world analytics, you’ll see how plain language:

Grabs attention and enhances engagement.
Supports ADA compliance and inclusivity.
Improves audience trust by making complex ideas clear and relatable.

This session will leave you equipped to elevate your social media strategy with advanced writing techniques that boost clarity, accessibility, and impact in every post you create.

The Fresh Brand of Bel-Air: Keep Employee Engagement Fresh (Beginner)
Charles Newman, City of Columbus, Department of Public Service

This dynamic session is inspired by the iconic Fresh Prince of Bel-Air! In today’s fast-paced social media landscape, staying fresh and relevant is crucial for organizations. This interactive session will explore innovative ways to harness the power of employee engagement to amplify your brand’s voice online.

We’ll dive into how organizations can create a culture of authenticity, encourage creativity, and empower employees to become brand ambassadors on social media. You’ll leave equipped with actionable strategies to enhance your social media presence and inspire your workforce to contribute meaningfully.

Using Improv Techniques as a Powerful Tool in Government Social Media (Intermediate)
Paul Varga, Frederick County MD Division of Solid Waste and Recycling

Improv isn’t just for comedy—it’s a powerful tool for government social media professionals to spark creativity, foster meaningful conversations, and break through communication barriers. This interactive session will introduce you to the basics of improv and show you how its techniques can be applied to jumpstart content creation, build trust with residents and coworkers, and tackle challenges with confidence and creativity.

Through real-world examples tailored to government social media, you’ll learn to:

Use improv techniques to improve transparency and trust in your messaging.
Enhance your comfort level in engaging with residents, coworkers, and other stakeholders.
Overcome burnout and creative blocks with a fresh, fun approach.

And yes, we will do some improv.

When the Lights Go Out: Communicating Without Power, Phones, or Internet (Intermediate)
Allison Richmond, Haywood County Emergency Services

How do you keep your community informed when all modern communication tools fail? This session explores innovative strategies for delivering public information during a total communications blackout, drawing on lessons learned from Hurricane Helene, when Haywood County lost power, phone, and internet connectivity.

Discover how planning ahead, leveraging community partnerships, and thinking creatively can help you navigate unprecedented crises. Attendees will gain actionable insights into building a resilient communication plan, managing misinformation without digital tools, and fostering trust, even when everything goes offline.

Speed Sessions

Back by popular demand, get ready for fast-paced presentations where you'll walk away with high-impact, actionable advice! Two speakers present in each 30-minute session block to deliver powerful takeaways in a condensed format.

Speed Session: Breaking the Burnout Cycle
Lauren Burden, Douglas County District Attorney's Office, GA

Social media never sleeps, but you can’t pour from an empty cup. This high-impact session explores what burnout is and how you can prevent, manage, and ultimately break it. Learn practical self-care strategies, boundary-setting techniques, and resilience-building tools to help you stay effective in your role without sacrificing your well-being. You'll leave equipped to handle the demands of your work while keeping burnout at bay.

Speed Session: Cohesive Branding Strategies Across Multiple Accounts
Lauren Hebing, Maricopa County

Does your agency’s social media presence feel disjointed across multiple accounts? Maricopa County faced the same challenge and successfully streamlined its branding in 2023 by unifying department pages with consistent naming conventions, profile icons, and messaging. In this quick-hit session, you’ll learn the top tips on creating a cohesive social media presence across a portfolio of accounts and walk away with a checklist to transform scattered accounts into a trusted, recognizable brand.

Speed Session: Content Strategies to Bridge the Generational Gap
Warren Kagarise, King County, WA

A majority of every adult age group in the U.S. now uses social media on a regular basis. Though Gen Z consumes much of our attention, as public agencies we have a responsibility to reach everyone, from boomers to millennials to zoomers, and soon, Gen Alpha. In this high-impact Speed Session, learn how to tailor content by audience, ensuring your content is appealing, inclusive, and relevant to the people you serve.

Speed Session: Defining and Owning Your Social Voice
Marian Doucette, Huron Perth Healthcare Alliance

Your agency’s social voice is more than just words—it’s the personality and tone that shapes how you connect with your audience. In this high-impact session, learn to craft a cohesive voice that ensures your agency’s social presence feels seamless—whether one person or a team is behind the keyboard. Walk away with actionable tips to communicate with your audience, not just talk at them.

Speed Session: Killin' It With Kindness (And Facts)
Andi Sedlacek, Wisconsin DNR

Internet critics: They’re out there on social media, spreading misinformation, and challenging your organization’s work. Yuck! Instead of ignoring them, let’s talk to them and help them understand the truth. Learn how to use these moments to correct the record and show your entire audience you're present, paying attention, and ready to help—one witty clapback at a time. We’ll look at how the Wisconsin DNR does it and how you can confidently head into your comment section, too.

Speed Session: Steps to Build Your Comprehensive Social Media Plan
Matthew Rudig, County of Santa Clara

A strong social media plan is the backbone of any communications strategy. Learn how to create your agency's living document to guide the why, what, when, and how of your social media efforts! From crafting a compelling narrative and style guide to ensuring accessibility and seamless transitions between administrators, discover the essential elements you need to include in your successful plan.

Tech Tool Labs

Only for in-person attendees! Stop by the Expo Area for these special, hands-on demonstrations happening during various networking breaks throughout the program.

Tech Tool Lab: Capture Engaging Smartphone Photos
Shelby Waldron, U.S. Navy Fleet and Family Readiness (FFR)

Stop by this hands-on lab to discover how your smartphone can become your go-to tool for creating stunning, scroll-stopping photos—no professional camera needed! Learn and practice foundational photography concepts like content, framing, and depth of field with expert guidance. Whether you’re a one-person shop, working with a tight budget, or just looking to elevate your visual content game, this interactive demo will help you capture photos that engage and tell your agency’s story.

Tech Tool Lab: High-Quality Video Explained
John Ehlke, Independence Township

Step into this interactive lab to learn how to get the most out of your high-quality video content. Discover essential tips for editing, equipment selection, and platform optimization to elevate your video production game. With a hands-on demonstration of a mirrorless DSLR, this lab will demystify settings, functions, and formats, empowering you to confidently create polished, professional video content for your agency’s communications.

Add-On, Pre-Conference Workshops

Add-on workshops are available to purchase for both in-person and virtual attendees! Get the most out of your 2025 Government Social Media Conference experience by adding on pre-conference workshops hosted by industry experts! Each workshop offers a deep dive into some of your most requested topics. Live workshop sessions are on Monday, May 19, 2025. Workshops are recorded and will be available on-demand to purchasers.

Add-on Workshop ($115): Government Social Media 101
Hosted by the Government Social Media Association Training Committee
Welcome to government social media!

This comprehensive workshop is an introduction for communicators who are new to managing social media for government agencies, or for more experienced socialgovs looking to refine their fundamental skills. Build your strong government social media foundation with the topics covered in this workshop by gaining a solid understanding of the essential frameworks, strategies, and tools needed to effectively communicate, engage, and serve your public.

What you'll learn:

How to build your framework for government social media management, including introductory info on crafting policies & strategic plans and accessibility & legal considerations;
Navigating the unique challenges of government social media and how to address common obstacles;
How to best leverage major social media platforms to reach your audiences;
Creating compelling content that resonates with your community and aligns with your agency’s goals and the tools & techniques for efficient content management;
Best practices for managing public comments, addressing negativity, fostering positive interactions, and best practices to engage with your community while increasing public trust;
Building your government social media community and creating a new network of colleagues to aid in your professional growth!

Join this workshop led by experts from the GSM Association Training Committee, and start your journey towards achieving mastery in government social media! By the end of this course, you'll be equipped with the knowledge, skills, and connections to navigate the ever-evolving social media landscape confidently and successfully.

Add-on Workshop ($115): AI 301 - Leveraging AI for Government Social Media Success
Zack Seipert, Central Utah Water Conservancy District

Step into the future of government social media! Artificial Intelligence (AI) is revolutionizing the way we approach government communications and social media — are you ready to unlock the potential AI has to offer?

In this hands-on pre-conference workshop, we’re delving deep into this new, rapidly changing AI landscape, all from the perspective of how you can responsibly harness this power as a government social media professional. Gain practical takeaways and strategic recommendations on:

Creating your AI roadmap of success, including where to start with AI, gaining stakeholder approval, policy recommendations & more;
Using AI to elevate your agency’s social media presence and increase engagement, while making your role more efficient & effective;
Navigating potential pitfalls and ethical considerations, and what you can do to transparently incorporate AI;
Exploring emerging trends and innovations in AI and how you can effectively prepare for & adapt;
Real-time walk-throughs & hands-on applications on platforms to integrate into your social media strategies today!

Unlock the potential of AI in government social media by joining this workshop in spring 2025! You’ll leave this session equipped with the tools to harness the benefits of AI responsibly and ensure you stay at the forefront of digital innovation for AI’s future in public sector communication.

Add-on Workshop ($115): Short-Form Video 201 - Crafting Engaging Videos from Planning to Publishing
Wendy Aguilar, Sacramento Fire Department

Mastering short-form video is essential for cutting through the noise and connecting with your community in today’s fast-paced social media world. In this hands-on workshop, tailored specifically for government social media professionals, you’ll learn and practice the step-by-step process of planning, creating, and publishing engaging short-form videos—using simple tools like your smartphone, with no need for fancy equipment.

From ideation and storyboarding to editing and optimizing for social platforms, you’ll gain both knowledge and practical experience to create high-quality content that reaches and resonates with your audience. By the end of the session, you’ll have the tools and insights to confidently produce impactful short-form videos for your agency, even with limited resources.

What you'll learn:

How to plan and storyboard impactful short-form videos that align with your agency's goals and message;
Best practices for shooting, editing, and publishing videos on platforms like Instagram Reels, TikTok, and YouTube Shorts;
Techniques for creating compelling, concise videos that engage your audience while navigating the unique challenges of government communication;
Strategies for agencies with limited resources to produce high-quality short-form videos.

This workshop will be led by an award-winning communicator with over 15 years of experience producing videos for both the private and public sectors. She has served as a media and communications specialist for the Sacramento Fire Department, leading numerous award-winning social media campaigns, and now runs her own company, Second Alarm Communications, where she empowers communications and PR professionals to become their own newsmakers.

Don’t miss this–tickets selling fast! Regular Registration now open

Regular Registration pricing for GSMCON2025 ends in March 2025! Now is the best time to secure a discounted ticket price and guarantee your spot at the premier event for government social media professionals. Register Now!

With hundreds already registered, tickets are selling fast again this year! GSMCON2025 promises unmatched learning, networking, and inspiration, all at Disney’s Coronado Springs Resort® or virtually from wherever you are. Get ready for innovative solutions and the chance to connect with socialgov leaders from around the world at the premier social media event for government.

Government Social Media® empowers government professionals to achieve mastery in social media through conferences, online training, and professional association membership.

Best communicate with the public you serve and get connected with fellow socialgovs by registering for the 2025 Government Social Media Conference happening in the Orlando-area and virtually from wherever you are! Join our free network for bi-weekly Government Social Media Chats or professional association for member-only webinars. Sign up for our newsletter to get the latest updates on training, events and more.