Corralling the Chaos: A Case Study in Harnessing the Power of a Social Media Storm

When:  Jan 30, 2017 from 12:00 to 13:00 (ET)

When faced with a fast-moving social media response, how do you influence the tone and direction in a positive way? In this case study, learn how the American Nurses Association leveraged social and traditional media, resulting in more than 38 million media impressions and increased pride in the profession.



Elements of a successful viral social media movement.

What infrastructure is needed in order to identify and capitalize on opportunities quickly.

How to give up control to gain influence.

Speakers & Bios:

Speaker Joan Hurwitz leads the American Nurses Association’s integrated communications program, including public/media relations, employee communications, crisis communications, executive speech writing, member periodicals and social media.  Over the course of her career, she has also worked in corporate, agency and nonprofit settings.  Active in professional associations, she has served as chair and member of the Public Relations Society of America’s (PRSA) Health Academy board and as a member of the ASAE’s Communications Council. Joan is proud of her dynamic team,  and was honored to accept last year’s Gold Circle Award for Overall Excellence for this campaign that the celebrated the power of nursing. 


 Lisa Lloyd is ANA’s in-house Social Media maven. Leveraging various social media platforms, she regularly engages their constituent and state national associations, stakeholders, other health care organizations and most importantly nurses. She embodies the corporate hustle with the non-profit passion. After three years of digital media, she decided to focus on healthcare communications bridging the gap between patients and providers.


Jessica Ek has spent the past eight years building the social media presence of the American Nurses Association. Prior to that, she was at a PR agency, helping tech companies with their blog strategies and digital outreach. Whether optimizing content to be found in search engines, improving site architecture so content can be found by users, or crafting social media posts to start worthwhile dialogue, she always strives to find the best way to effectively connect and communicate online.


Moderator Christina Garneski
2016-17 Marketing Section Council Member

CAE Credit Hours:


** Please note that you must track your own CAE hours. Please keep a copy of the confirmation sent for your records.**


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Myisha Headen
(202) 626-2705