We’re building a program filled with timely ideas, practical insights, and conversations designed for government communicators and social media professionals.
Keynote
The Social Playbook: Inside the Seahawks’ Social Strategy
Kenton Olson · Vice President of Digital & Emerging Media, Seattle Seahawks
In this keynote, hear from the Seattle Seahawks’ vice president of digital and emerging media about what it takes to connect with fans and the community in a fast-moving digital environment. Explore how platforms, audiences, and content have evolved, and how those shifts shape the Seahawks’ approach to storytelling. From big-picture strategy to day-to-day execution, get an inside look at how the digital team develops ideas, creates content, and responds to opportunities in real time.
Panel Discussions
Ready for Kickoff: Winning Fans and the Social Media Game for Major Moments
Panelists: Abbey Lampert, Port of Seattle; Angel Laycock, City of Renton; Katie Metzger, Sound Transit; Patrick Michaud, Seattle Police Department; Thomas Rush, City of Issaquah
Moderator: Warren Kagarise, King County
In the past year, our region has celebrated a Super Bowl championship and welcomed the world as a FIFA World Cup host city — two moments that put our communities in the global spotlight. What does it take for government communicators to inform, engage, and inspire during events that capture worldwide attention? Join social media leaders from local and regional agencies to discuss real-time coordination, community storytelling, service updates multilingual communication, and the digital strategies that help a region shine while creating memorable experiences for residents, visitors, and fans alike. Come away with practical strategies for communicating at scale, navigating high-pressure moments, and helping a region shine while keeping residents informed and connected.
Who Do People Trust? A Conversation with Local Creators
Panelists: Carla Marie, @thecarlamarie; Conner Cayson, @findmeinseattle; Dr. Shivi, @_venomgirl_; Ben Keenan, @ivebentraveling; Marlie and Anthony Love, @lovetwb
Moderator: Abbey Lampert, Port of Seattle
When people want to know what’s happening in their community, they don’t always turn to an official account. Sometimes, they turn to a person they know, follow, and trust. Local creators join us for a candid conversation about building communities on social and off, earning trust, and creating connections that feel authentic. Panelists will share what they’re passionate about, how their relationships with audiences differ from traditional media and institutional communication, why a partnership is worth saying yes to, and what government communicators should know before reaching out. Through personal stories and real-world lessons, they’ll explore how government communicators can reach people where they are — and show up in ways that feel genuine rather than transactional.
Breakout Sessions
Authenticity Gaps, Parasocial Media, and Institutional Communications in 2026
Michael Grass · Assistant Director for Communications, Center for an Informed Public, University of Washington Information School
Danielle Lee Tomson, PhD · Research Initiatives Manager, UW Center for an Informed Public, University of Washington Information School
In a presentation and conversation, Michael Grass and Danielle Lee Tomson from the University of Washington’s Center for an Informed Public will discuss how local governments can better understand authenticity gaps and how they factor into diminishing public trust in institutions; how parasocial media dynamics have fundamentally changed “social” media; and the challenges of communicating complexity at a time when public attention flows through increasingly scattered, complex and competitive information environments. Learn about ongoing Center for an Informed Public research studying judicial communications and public trust in Washington’s courts and the center’s work at UW communicating insights from current “rapid research” efforts to identify, monitor and analyze emerging and evolving online rumors around election administration and voting processes across the United States.
Beyond the Numbers: Rethinking Analytics as Storytelling
Mason Luvera · Public Sector Counsel, Firmani + Associates
Social media analytics tell us how our content performed in a traditional sense, but that’s only part of the story. This practical, quick-hit session takes an unconventional look at how to use analytics as a public sector pro. Rather than focusing solely on reach, engagement, and impressions, you’ll learn how to use those numbers as a starting point for a different approach to understanding and conveying what your community knows (and needs to know). Learn simple tactics to use metrics, polls, surveys, comments, DMs, and other sources of analysis to uncover insights the numbers alone can’t provide, plus how to use this approach as a framework to convey success and build support from your leadership and elected officials.
Bypassing the Noise: Social Media Best Practices for Counteracting Misinformation
Courtney Hudak · Communications Specialist, King County Elections
Whether it’s rumors, misinformation, or disinformation, incorrect and misleading information on social media undermines public trust and diminishes our ability to share accurate information with our communities. On the other hand, transparent, positive engagement can increase trust in the work we do. When community members see that we’re able and willing to engage with honest fears, concerns, and questions, they learn that we and our agencies can be trusted. Learn research-based best practices for social media that will help you share accurate information, respond to inaccurate information, and build trust (and maybe even increase your engagement).
Defining Human Judgment in the Age of Content Automation
Cheryl Lowry · University of Washington Communication Leadership Program
You’ve probably heard that “AI can’t replace human judgment.” Explore what that actually means inside a comms team using AI: how people create and set up content standards and rules that guide AI responses, and the ongoing work of adjusting guidelines and evaluating results. Familiarize yourself with the skills employees need to get the best content results from AI systems, and how to grow and develop these skills for your career and in your team.
Doesn’t Glitter? It Can Still be Gold: Making Thumb-Stopping Content Without Stunning Visuals or Sophisticated Software
Rachel Terlep · Interactive Engagement Manager, Washington State Department of Transportation
We’ve all seen other accounts post a jaw-dropping cinematic masterpiece and think, “Must be nice to have that equipment/software/videography skill/staff who wants to be on camera…” But, most often, all you get is four blurry photos someone sent you from the field (if they sent anything at all). It turns out that’s usually all you need. Learn from real-world examples about how the Washington State Department of Transportation and other government agencies do more with less, whether that’s a 5-second video, a handful of low-res photos, or no visuals at all. See how these posts came together, what tools were used to make them, and how good storytelling outshines perfect visuals.
Ethnic Media: Building Social Media Partnerships That Reach More of Your Community
Mary Rabourn · Communications Specialist, King County
Is your social media reaching everyone in your community? Are you overlooking vibrant communities of hyperlocal influencers or creating gaps in access because of language or cultural barriers? Partnering with ethnic media outlets can help local governments connect with audiences who may be missed by official social channels, but effective partnerships take more than translating content. Through real-world examples from public health, emergency communications, environmental programs, and more, explore how local government communicators can collaborate with ethnic media to create relevant social content, extend reach, and build trust. Working with ethnic media is about more than sharing information: It’s an investment in communities, relationships, and our own awareness and understanding.
Free Me From Cringe: Navigating Trends and the Speed of Social Media
Isabel Lay · Digital Communications Strategist, King County Library System
Are you tired of being chronically online and somehow still missing trending moments before they become yesterday’s news? Don’t feel like you can take a break from scrolling in case you miss something? Maintaining relevancy can feel like an impossible uphill battle, especially when you’re explaining why you need to immediately post about a gay hockey romance to your boss. But the secret to being tapped in is knowing when and where to tap out. Learn how to create quality content that responds to the larger internet conversation, connect trends back to your messaging, and avoid tuning in too late.
How to Make Your Friends Famous: Turning Your Coworkers Into Storytellers
Faith Hardersen · Senior Social Media Manager, Washington State Department of Natural Resources
A total of 5.6 million acres of farms, forests and mud, over 2,000 employees, 100 types of trees, eight divisions, five homicidal volcanoes, and one social media manager to tell the story. Sound familiar? This is the story for so many government communicators, and it can feel daunting and lonely. But, reframe this into your opportunity to constantly connect, and suddenly you get the honor of introducing all of your work-friends to your audience. How is one person supposed to have all an agency’s knowledge to share with their community? Have the talented, passionate members of your staff do the work for you! Break out the friendship bracelets as you explore unconventional ways to reach out and connect with co-workers near and far, how to earn their trust, and how to cultivate a constant curiosity that focuses on quality over quantity.
Matching the Energy: Creating Content Your Community Actually Wants to Engage With
Caitlyn Daniels · Assistant Director of Digital Engagement Strategy, Western Washington University
Social media success isn’t about chasing every trend or posting more often. It’s about understanding your audience well enough to recognize what already resonates with them. At Western Washington University, some of the most successful content has come from paying attention to the people, moments, and conversations the community already cares about, then creating content that amplifies those stories authentically. In this session, learn how an audience-first approach can transform your social media strategy. Through case studies, we’ll explore how observing audience behavior, identifying organic moments, and matching your community’s energy can lead to meaningful engagement and stronger relationships. Because when your content reflects what your community values, engagement isn’t something you chase. It’s something you earn.
Picture It: A Better LinkedIn Strategy
Angie Millar · Communications Manager, King County Department of Local Services
Picture it: Your organization’s LinkedIn company page isn’t just a recruiting tool — it’s an extension of your internal communications strategy. Inspired by everyone’s favorite quartet from Miami, “The Golden Girls,” this session explores how LinkedIn can strengthen employee engagement, celebrate workplace culture, and amplify the stories that matter most. Learn how to showcase your people, recognize employee achievements, reinforce organizational values, and turn everyday moments into authentic content that resonates with both current and future employees.
Reddit 101: How to Use the Front Page of the Internet for Situational Awareness and Messaging
Steven Friederich · Digital Media Specialist, Washington Emergency Management Division
Reddit is one of the most popular destinations on the Internet. With people fleeing from other platforms, one of the places they’re going is this old-school-style forum, where users vote on the content and communities shape the conversation. But how does Reddit work, and what does it mean for government agencies and communicators? Learn how Reddit operates, how its communities and voting systems shape what people see, and what government communicators should know about the platform. Explore practical ways that government agencies can use Reddit for situational awareness, audience insights, and identifying emerging questions or concerns.
State of Social Gov: Where Do We Go from Here?
Warren Kagarise · Digital Engagement Manager, King County
Sarah Rihaly · Executive Director, Government Social Media Association (GSMA)
The expectations placed on social teams keep growing as platforms shift, audiences evolve, and AI rewrites the rules. Meanwhile, the day-to-day realities endure: limited resources, approval processes, and the constant pressure to prove the value of social media. How do you adapt? How do you tell your own story to leadership? And how do you earn a seat at the table? In this conversation, Sarah Rihaly, Government Social Media Association (GSMA) executive director, and Warren Kagarise, King County digital engagement manager, compare notes on the social gov profession from different vantage points: a national organization and a local government. Expect candid takes, real-world observations, and a look at what’s changing, what isn’t, and where our profession goes next.
Swept Away: Lessons from the 2025 Flood for Small Shop Communicators
Riley Sweeney · Policy and Communications Specialist, Whatcom County
Amy Cloud · Public Information Officer, Whatcom County Sheriff’s Office
In December 2025, Western Washington was hit by historic flooding and our communities were quickly overwhelmed. In Whatcom County, the Nooksack River inundated more than 1,300 homes and businesses and prompted evacuations in Sumas, Nooksack, Everson, and Ferndale. In Whatcom County, the lone emergency management PIO scaled up to a Joint Information Center (JIC) staffed with external agency PIOs to respond. In a crisis you may also face the enormous responsibility of delivering swift, accurate, and effective communications to your community. Gain valuable JIC experience, including navigating digital media challenges, planning for sustained crisis communications, and staffing a JIC.
Using Canva for Enterprise Branding at Scale: How the UW Built Strong Foundations and Systems for Institutional Branding and Communications in a Highly Decentralized Environment
Alanya Cannon · Senior Director / Brand Management, Campus Filming & University Photography; University of Washington Marketing & Communications
Alyssa C. Campbell · Senior Brand Program Manager, Brand Management; University of Washington Marketing & Communications
At the University of Washington, we believe that brand is not enforced. Rather, it should be adopted and embraced. Our journey to an enterprise branding platform started with our core values as a public university — to make our brand accessible and available. As a result, we didn’t just improve design — we used Canva to create an infrastructure that improves how the University of Washington communicates as an institution. At scale, enterprise branding is what your systems enable it to become. Applying foundational branding to Canva’s flexible system gives students and faculty access to UW-branded resources, tools, and templates (including social media!) which strengthens our brand in the classroom, in the community, and around the world.
What Would Jimothy Do? Building Digital Strategies That Actually Drive Impact
Suna Gurol · University of Washington Communication Leadership Program
Jimothy went viral with zero content strategy — no calendar, no audience plan, no KPI — and it worked out great, for a raccoon. Most government communication teams don’t have that luxury: presence alone isn’t enough when you’re accountable for outcomes. This session offers a practical framework for connecting content, audience, channel, and goals into one system, drawing on work at We. Communications, Fred Hutchinson Cancer Research Center, and Microsoft, and closes with an open discussion on where the framework holds — and breaks — in your own agency
When Everything Goes Dark: Communicating Through a Ransomware Attack
Tove Tupper · Chief Communications Officer, Highline Public Schools
When a ransomware attack hit Highline Public Schools, the district closed schools for three days and operated with no network tools, computers, or internet for six weeks. Learn how the communications team strategically pivoted to alternative methods, maintained transparency, and preserved trust throughout the crisis. This session breaks down the strategies, decision points, and practical tools that shaped the district’s response when systems went dark. Highline’s approach, grounded in the RPIE (Research, Planning, Implementation, and Evaluation) process, earned a National School Public Relations Association Gold Medallion for its crisis communication plan.