Effective Use of Social Media: Storytelling, Trust, and Institutional Brand

Join John Wihbey, Director of the AI-Media Strategies Lab at Northeastern University, and Pearl Gabel, EVP of Creative and Content at Moxie Strategies, former Digital Director for the State of New Jersey and former Director of Video for the City of New York, for an essential workshop on how public institutions can cut through today’s fragmented social media environment. Drawing on her experience building million-follower government accounts, leading award-winning digital campaigns, and advising organizations navigating complex public challenges, Pearl will explore how storytelling, institutional brand, and trusted messengers - like influencers - work together to reach and engage constituents. The session will offer frameworks for building recognizable voices, creating narratives that travel across platforms, and earning sustained public trust—while operating within the real-world constraints public-sector teams face every day.

• Learn how to develop platform-native stories that capture attention, resonate with constituents, and drive meaningful engagement.

• Understand how to use emerging platforms strategically—deciding what to adopt, what to avoid, and how to stay ahead of digital shifts without chasing every trend.

• Gain practical frameworks for working with trusted messengers, including influencers and content creators, to responsibly extend reach and reinforce institutional credibility.