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AAR Core Level Seminar - How to leverage social media for you and your agency with Julie Atherton

Via Zoom video conference


Social media has become our primary means of digital communication and perhaps, for some, all communication. At its heart it is a way to create, foster and deepen personal relationships. Brands have seen incredible success in harnessing these channels, but is there a risk that trust is starting to erode, and if so, does our behaviour affect it, and what will the impact be?

Drawing on original research and both agency and client-side personal practice, this interactive seminar will provide insights into the fragile trust dynamic that social media activity depends on. It will explore how, with increased awareness of trust building and trust limiting behaviour, you can leverage positive relationships for your personal brand and for your agency.

Seminar overview

This interactive seminar will cover:

  • The current social media trust landscape: focusing on understanding the principles of the social-interest graph and relationship theory on social media success.
  • Social media trust insights: sharing original and other research in trust building and trust limiting behaviour on social media which can run counter to algorithmic and social network persuasion.
  • Practical application: focusing on how to apply the social media trust framework to leverage your own personal and agency practice.


The goal is for every delegate to come away with:

  • An understanding of the types of social media behaviour that build or limit trust.
  • Insights on how to foster positive interdependent relationships between individuals, and individuals and brands.
  • A tool to assess and improve your own levels of trust and impact in your personal and brand networks. 
  • A chance to participate in ongoing social media research.

Who should attend

Anyone interested in growing their own personal brand and networking impact, or who works on social media with their clients — including senior leaders, account, strategy and new business directors.

About the presenter

Julie Atherton MBA is the founder of Small Wonder, the social media consultancy that focuses on helping businesses understand the impact and opportunity of social media communication and embed a strategically led positive implementation.

An author and academic, her social media books are published globally, have been translated into multiple languages, and are used by PR and business professionals and as core texts in UK and US universities. A CIM postgrad tutor and regular lecturer on MBA and Masters programmes at the University of Bath and Russell Group institutions, Julie is continuing to research how trust can be inadvertently lost or actively encouraged in social media activity.

Julie’s books Social Media Strategy and B2B Social Selling Strategy are available to purchase via Kogan Page or Amazon.

Running this session online 

We will be running one session only from 10am to 12.30pm on Wednesday 20 September 2023 via Zoom. If you or a colleague would like to participate, please do email us with name, job title, agency and email address on and we’ll be sure to send you the Zoom conference details. We cannot process bookings without those details!

NB: AAR seminars are exclusive to AAR subscribing agencies only. A maximum of FIVE places per agency for our remote sessions, please.

Event Information

Via Zoom video conference
10:00AM - 12:30PM
Free to AAR subscribers

All AAR Seminars are CPD accredited

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