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Nov 14 Tuesday

“Clapback” and the Progression of Brand Tone on Social Media

3:35 pm - 4:20 pm
Hosted By Jeremy Singer

Some call it “roasting at its finest.” Others call it “playful banter.” Either way, brands are pushing the boundary of a traditional community engagement voice more than ever before though clever conversations with their audience. The strategy is disrupting the industry – but in an age where brand loyalty is important, how do you develop an innovative social tone that isn’t afraid to dish some sass yet also represent customer care?

Moderated by Jeremy Singer


– Matthew Tierney (Managing Editor of Team Content, Toronto Raptors)
– Sal Patel (Digital Engagement Lead, TIFF)
– Veronica Watson (Brand Strategist, Twitter)

About Jeremy Singer:

Jeremy Singer is a social marketer who loves working at the intersection between branded content and social growth. Recently, he worked at Twitter, helping evolve the Twitter Moments ecosystem and its storytelling strategies. Prior to that he was at Corus Entertainment, where he helped lead social marketing efforts at Entertainment Tonight. He’s been profiled by the Toronto Sun and can be seen as a regular speaking contributor for TV brands and industry conferences.

About Matthew Tierney:

Likes: Movies / Liverpool FC / 90’s Hip Hop

Dislikes: Mayonnaise / Manchester United / People who overuse the term ‘Cheers’

I’m that annoying guy who often speaks in movie quotes.

About Sal Patel:

Sal is the Toronto International Film Festival’s Managing Content Producer, responsible for shaping TIFF’s digital content and social strategies and overseeing TIFF’s brand extension into the digital space. He sits on the boards for the Arts & Business Exchange, Artscene Toronto, Toronto French School and is a former member of the fundraising committee of the board for the Regent Park Film Festival, and the advisory board of The Hand Eye Society. Sal is a Queen’s University alumni where he studied commerce with a minor in film studies. Prior to joining TIFF in 2013, he worked in the financial services sector in sales and trading, risk and project management for 5 years, and ran a freelance digital consulting group for not-for-profits and artists.

About Veronica Watson:

Veronica is a brand strategist at Twitter Canada, where she partners with top global brands to build creative programs that make an outsized impact in the moments that matter. In her time at Twitter, she has launched campaigns with Unilever, McDonald’s, Tim Hortons, General Motors, CIBC, Apple and Samsung, providing guidance from initial concept all the way through to program execution. Prior to joining Twitter, Veronica was a brand strategist at TwentyTen Corp where she managed social strategy and partnership development. Veronica began her career at IMG Worldwide, working on licensing and events for various sport and entertainment properties. Veronica has a Bachelor of Science and a Bachelor of Business Management from Dalhousie University, as well as a Certificate in Public Relations from Ryerson University.


November 14, 2017
3:35 pm - 4:20 pm
Event Category:


Jeremy Singer


Type of Pass
All Access


460 King St W
Toronto, Ontario M5V 1K7 Canada
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