Brands spent $10B in 2020 to partner with influencers who live their brand values and can help them reach new audiences. But influencers are vulnerable to online trolls, viral campaigns, and harassment online. This increases the need to protect the brand of the ambassador AND the business.

As brands continue to put their values on display and in the hands of spokespeople and online influencers, how can they protect their investment?

Tune in as Jason Cook, CMO of Baylor University, discusses his experience running values-led campaigns, working with ambassadors, navigating backlash, and why a holistic social media strategy now includes the ability to detect when something is emerging...not just when it’s trending.

Cook will share ways in which his team leverages social intelligence as his brand insurance policy. He will walk through how he integrates the data into planning and day-to-day analytics in order to protect the integrity of their spokespeople and the institution's values.

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Jason D. Cook is vice president for marketing and communications and chief marketing officer at Baylor University. He provides strategic communications counsel to the board, president, and president’s council, and he leads the Division of Marketing and Communications, which directs the marketing, media, and electronic communications of the University and works closely with Baylor’s schools and administrative areas to advance University priorities and increase awareness of Baylor’s mission. Cook has served as a communications and marketing executive in corporate, public service, athletic, and academic settings for more than 20 years.


Lisa Roberts is chief marketing officer at Yonder, charged with guiding the Yonder brand and ensuring that the company hits growth goals. Lisa has long worked with companies using data to change how things are done, including work with some of the earliest digital advertising and e-commerce companies in the world, innovators of word-of-mouth marketing technology, and now helping develop the first Authentic Internet solutions. She holds a Journalism degree from the University of Texas where she participated in PRSSA. Lisa is an active member and mentor in the Austin technology community and sits on the board of the Andy Roddick Foundation, which provides high quality out of school time programs to students across Texas.