Re:Connect 2026
October 27 | 1 PM EST (North America) / 10 AM GMT (EMEA)
Social is changing. It’s time to Re:Connect.
AI is rewriting the rules of social faster than marketers can keep up. At Hootsuite’s flagship virtual summit, you’ll see how leading teams are putting AI to work across social, and what you can learn from them.
First look: Social Media Trends 2027
Get an exclusive first look at our Social Media Trends 2027 Report. Spot the emerging shifts set to change how brands show up, connect, and compete.
Who is Re:Connect for?
Social practitioners
You’re doing more with less and looking for smarter ways to save time, move faster, and prove the value of social.
Builders and technical teams
You’re connecting systems, experimenting with AI, and looking for more control over how your tools, data, and workflows work together.
Marketing leaders
You're deciding where AI fits into the bigger picture and need to draw a clear line from social strategy to business impact, ROI, and growth.
What to expect
Choose your own path to get the most out of your session. Re:Connect starts with a keynote from Hootsuite founder and CEO Ryan Holmes and wraps with an exclusive first look at next year's social trends report. In between, choose from sessions built around where you are with AI and where you want to go next.
Keynote: Hootsuite founder and CEO Ryan Holmes
Kick off with Hootsuite founder and CEO Ryan Holmes as he explores the shift already underway in AI and social, what it means for businesses today, and what teams need to know to stay ahead in 2027.
Real AI workflows
Cut through the AI hype with real workflows you can steal, adapt, and put to work right away.
Peak under the hood
Dig into the integrations, connectors, and technical foundations powering the next generation of social AI.
Make AI work at scale
Get practical about governance, organizational change, ROI, and what it takes to bring AI across the enterprise.
Closing session: Get ahead with the earliest signals shaping 2027
Get early access to Social Media Trends 2027, Hootsuite’s latest research into what’s already shifting and how the brands ahead of the curve are responding.
Agenda
What Doesn’t Change
RE: HUMAN CONNECTION IN THE AI ERA
Ryan Holmes, CEO, Hootsuite
Has AI changed what it means to connect? AI is changing how social teams work. But the fundamentals of the job — building an audience, earning trust, protecting a brand — haven’t gone anywhere. In this opening keynote, Hootsuite founder and CEO Ryan Holmes draws on two decades of building through major shifts in social to look at what’s changing now and what will matter next. He’ll share why Hootsuite is betting big on this next chapter, what leaders need to watch, and the one skill you’ll need to cultivate as AI takes on more of the work.
Breakout tracks
Pick your track to view agendas and speaker details.
From Posting to Prompting
RE: WHAT AI ACTUALLY SOLVES FOR SOCIAL PROS
Melissa Drieman, AI Social Manager, Hootsuite
What happens when AI becomes part of the job, not just another tool? The social media job is changing fast. Melissa Drieman has been figuring out what that looks like firsthand in her role as Hootsuite’s AI Social Manager — a job that didn’t exist a year ago. She’ll share what she’s learned about redesigning the day-to-day work around AI, from writing better briefs and reviewing AI output to working with agents, connectors, and MCP. You’ll see where AI can take repetitive work off your plate, where human judgment still matters, and how to build a more effective way of working without handing over the parts of the job that need your context, taste, and voice.
The Meta Ads Prompt Playbook
RE: PROVEN PROMPTS FOR CAMPAIGNS THAT PERFORM
Wyatt Norris, Product Marketing Manager, Meta
How do you prompt your way to better paid campaigns? The Meta Ads MCP opens up a new way to work with paid campaigns — and the prompts you use can make all the difference. Meta’s ads team will share the prompts, techniques, and approaches that help you get more from the MCP, from giving it the right context to asking better questions and pushing it beyond its first answer. See how experienced practitioners use prompts to plan, build, analyze, and refine campaigns, and leave with a practical playbook for getting more out of this new way to work.
Social Media Trends 2027
RE: THE AI TRENDS REWIRING WORK, CULTURE, AND SOCIAL FEEDS
Karolina Mikolajczyk, Manager, Content Activation, Hootsuite
Melissa Drieman, AI Social Manager, Hootsuite
What will matter in social next year — and what will already be over? Hootsuite’s Social Media Trends 2027 research has the answers. And for the first time ever, you get to decide which trends we’ll explore the deepest. From AI reshaping the feed and culture to new ways of working in social, vote on the trends you’re most excited to hear about and shape the session in real time. Then, Karolina Mikolajczyk and Melissa Drieman dive into the winning trends, with data from more than 15 million social posts analyzed through Lumen. Expect fresh data, strong opinions, and a few surprises to take into 2027.
The Signal-First Creator Program
RE: DRIVING BETTER RESULTS WITH A LISTENING-LED STRATEGY
Vivien Garnès, Co-Founder and Co-CEO, Upfluence
What if you found the conversation before you found the creator? Vivien Gernes, co-founder and CEO of Upfluence, shows how to build a creator program around the signals that matter to your audience. You’ll see how Lumen surfaces relevant conversations and communities, how Upfluence helps identify creators with genuine relevance and credibility, and how Hootsuite connects that influence to an ongoing social strategy. Follow the signal from conversation to creator to action — and see what changes when you lead with audience insights instead of working backwards from your creator list.
When Conversations Become Campaigns
RE: MANAGING PAID CAMPAIGNS WITH THE META ADS MCP
Sachin Jain, Solutions Engineer, Meta
What if you could take a campaign from idea to live without opening Ads Manager? See the Meta Ads MCP in action. Meta and Hootsuite will connect it live and take a campaign from conversation to execution, showing how AI can work with campaign data, build and manage campaigns, and respond to changes along the way. The team will also challenge its recommendations and show where human judgment still matters. No slides, no hypothetical workflow — just a live look at what this new way of managing paid campaigns can actually do today.
Social Media Trends 2027
RE: THE AI TRENDS REWIRING WORK, CULTURE, AND SOCIAL FEEDS
Karolina Mikolajczyk, Manager, Content Activation, Hootsuite
Melissa Drieman, AI Social Manager, Hootsuite
What will matter in social next year — and what will already be over? Hootsuite’s Social Media Trends 2027 research has the answers. And for the first time ever, you get to decide which trends we’ll explore the deepest. From AI reshaping the feed and culture to new ways of working in social, vote on the trends you’re most excited to hear about and shape the session in real time. Then, Karolina Mikolajczyk and Melissa Drieman dive into the winning trends, with data from more than 15 million social posts analyzed through Lumen. Expect fresh data, strong opinions, and a few surprises to take into 2027.
AI-Powered Advocacy That Works
RE: HOW ARMANINO USES AI TO HELP EMPLOYEES SHARE WITH CONFIDENCE
Scott Rogerson, CEO, UpContent
Joie Ferket, Supervising Senior Social Media Specialist, Armanino
How do you scale AI-powered employee advocacy without giving up control? Employee advocacy only scales when brand, legal, content, and employees trust the system behind it. Armanino has spent years building that system — and now they’re using AI to take it further. Joie Ferket and UpContent CEO Scott Rogerson will show how AI helps surface content and draft captions while governance keeps the right people in control of what gets shared. You’ll see how Armanino moved from manual content selection to a governed, AI-assisted program, and what the data reveals about the content employees actually want to share.
Social Media Trends 2027
RE: THE AI TRENDS REWIRING WORK, CULTURE, AND SOCIAL FEEDS
Karolina Mikolajczyk, Manager, Content Activation, Hootsuite
Melissa Drieman, AI Social Manager, Hootsuite
What will matter in social next year — and what will already be over? Hootsuite’s Social Media Trends 2027 research has the answers. And for the first time ever, you get to decide which trends we’ll explore the deepest. From AI reshaping the feed and culture to new ways of working in social, vote on the trends you’re most excited to hear about and shape the session in real time. Then, Karolina Mikolajczyk and Melissa Drieman dive into the winning trends, with data from more than 15 million social posts analyzed through Lumen. Expect fresh data, strong opinions, and a few surprises to take into 2027.
From Posting to Prompting
RE: WHAT AI ACTUALLY SOLVES FOR SOCIAL PROS
Melissa Drieman, AI Social Manager, Hootsuite
What happens when AI becomes part of the job, not just another tool? The social media job is changing fast. Melissa Drieman has been figuring out what that looks like firsthand in her role as Hootsuite’s AI Social Manager — a job that didn’t exist a year ago. She’ll share what she’s learned about redesigning the day-to-day work around AI, from writing better briefs and reviewing AI output to working with agents, connectors, and MCP. You’ll see where AI can take repetitive work off your plate, where human judgment still matters, and how to build a more effective way of working without handing over the parts of the job that need your context, taste, and voice.
The Meta Ads Prompt Playbook
RE: PROVEN PROMPTS FOR CAMPAIGNS THAT PERFORM
Vahid Kaykhaei, Business Engineer, Meta
How do you prompt your way to better paid campaigns? The Meta Ads MCP opens up a new way to work with paid campaigns — and the prompts you use can make all the difference. Meta’s ads team will share the prompts, techniques, and approaches that help you get more from the MCP, from giving it the right context to asking better questions and pushing it beyond its first answer. See how experienced practitioners use prompts to plan, build, analyze, and refine campaigns, and leave with a practical playbook for getting more out of this new way to work.
The Signal-First Creator Program
RE: DRIVING BETTER RESULTS WITH A LISTENING-LED STRATEGY
Vivien Gernes, Co-Founder and Co-CEO, Upfluence
What if you found the conversation before you found the creator? Vivien Gernes, co-founder and CEO of Upfluence, shows how to build a creator program around the signals that matter to your audience. You’ll see how Lumen surfaces relevant conversations and communities, how Upfluence helps identify creators with genuine relevance and credibility, and how Hootsuite connects that influence to an ongoing social strategy. Follow the signal from conversation to creator to action — and see what changes when you lead with audience insights instead of working backwards from your creator list.
When Conversations Become Campaigns
RE: MANAGING PAID CAMPAIGNS WITH THE META ADS MCP
Vahid Kaykhaei, Business Engineer, Meta
What if you could take a campaign from idea to live without opening Ads Manager? See the Meta Ads MCP in action. Meta and Hootsuite will connect it live and take a campaign from conversation to execution, showing how AI can work with campaign data, build and manage campaigns, and respond to changes along the way. The team will also challenge its recommendations and show where human judgment still matters. No slides, no hypothetical workflow — just a live look at what this new way of managing paid campaigns can actually do today.
AI-Powered Advocacy That Works
RE: HOW ARMANINO USES AI TO HELP EMPLOYEES SHARE WITH CONFIDENCE
Scott Rogerson, CEO, UpContent
Joie Ferket, Supervising Senior Social Media Specialist, Armanino
How do you scale AI-powered employee advocacy without giving up control? Employee advocacy only scales when brand, legal, content, and employees trust the system behind it. Armanino has spent years building that system — and now they’re using AI to take it further. Joie Ferket and UpContent CEO Scott Rogerson will show how AI helps surface content and draft captions while governance keeps the right people in control of what gets shared. You’ll see how Armanino moved from manual content selection to a governed, AI-assisted program, and what the data reveals about the content employees actually want to share.
Social Media Trends 2027
RE: THE AI TRENDS REWIRING WORK, CULTURE, AND SOCIAL FEEDS
Karolina Mikolajczyk, Manager, Content Activation, Hootsuite
Melissa Drieman, AI Social Manager, Hootsuite
What will matter in social next year — and what will already be over? Hootsuite’s Social Media Trends 2027 research has the answers. And for the first time ever, you get to decide which trends we’ll explore the deepest. From AI reshaping the feed and culture to new ways of working in social, vote on the trends you’re most excited to hear about and shape the session in real time. Then, Karolina Mikolajczyk and Melissa Drieman dive into the winning trends, with data from more than 15 million social posts analyzed through Lumen. Expect fresh data, strong opinions, and a few surprises to take into 2027.
Featured speakers
Scott Rogerson
CEO, UpContent
Vivien Garnès
Co-Founder and Co-CEO, Upfluence
Joie Ferket
Supervising Senior Social Media Specialist, Armanino
Wyatt Norris
Product Marketing Manager, Meta
Sachin Jain
Solutions Engineer, Meta
Vahid Kaykhaei
Business Engineer, Meta
Melissa Drieman
AI Social Manager, Hootsuite
Jered Love
Strategic Revenue Partner Manager, Hootsuite
Molly Radabaugh
Engagement Manager, Hootsuite
Karolina Mikolajczyk
Manager, Content Activation, Hootsuite
Angela Fernandez Alvarez
Strategic Solutions Consultant, Hootsuite
Ready for what’s next?
Come ready to connect. Leave with ideas you can use right away, a clearer view of what’s coming, and the confidence to face 2027 head-on.