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20NTC Session Proposal

How Social Listening Tools Are Being Used to Change Minds and Win Campaigns


Join Zach Zimmel, Director of Strategy from Grassriots, and his guest Cassandra Koenen of World Animal Protection as they blow the lid on social listening to explain how it works, why it’s valuable to your organization, and how World Animal Protection used it to change the world.

We’ll examine controversial tools that index social media platforms and allow us to monitor, measure and modify the online discourse. You’ll find out how social listening can help you home in on the topics that matter most to your constituents, what exciting insights you can uncover to guide your strategy across departments, and most importantly, how you can join and drive those conversations.

After building a practical foundation, we’ll solicit topic submissions from the audience and, using social listening tools, run an analysis to present at the conclusion of our session. This is your chance to see firsthand how social listening can be used to provide quick answers to meaningful research questions that can have broad applications to your work.

Learning Outcomes

  • Get past the buzz and learn what social listening really is and how it works
  • Learn how social listening is being used by well-known nonprofits right now
  • Understand if social listening is right for your organization


ResearchSocial Media


265 - 266


April 12, 2018


10:30am – 12:00pm



CFRE Credits

NFR - 1.5

Collaborative Notes

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Session Evaluation

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