Social Media Belfast 2021


Europa Hotel, Belfast

We’re back for 2021 with an amazing line-up

Now in its 7th year, the Social Media Belfast Conference is Northern Ireland’s leading social media event. Join us for a day of all things social to learn and innovate with over 200 fellow marketers.

More than half the world’s population (3.96 billion people) now use social media, with a massive jump in social media use seen during COVID-19 lockdowns across the world. Fuelled by the need to connect in a safe environment, social media is an essential element of any communication strategy.

We will hear from the Public Health Agency on how they have delivered key messages throughout the pandemic and the vaccine roll-out. We also look forward to updates from leading organisations on their social strategies as well as visiting speakers including Visit Scotland, Suntory Beverage & Food Ireland (Luzocade and Ribena brands) and Irish communications agency AMPLIFY@Drury.
#SMBelfast will once again bring together marketing professionals to examine the social media marketing landscape and how best to adapt to it.


  • Key trends to prepare for
  • Examples of local and visiting successful case studies
  • Public health engagement during Covid-19
  • Social media and climate change
  • Social consumer engagement
  • Social media in the public and private sectors
  • Branding with impact
  • Generating revenue through social
  • Social PR: The content revolution
  • Connecting with visually impaired social media users
  • Achieving value on investment
  • Practical advice and tips

Why attend #SMBelfast 2021? 👋

  • Enhance your social media marketing and communication skills
  • Network with 200 Northern Irish marketing professionals
  • Hear leading social media practitioners: Visiting and local
  • Examples of excellent social media use across different sectors
  • Learning: New trends and the latest insights


Chair’s welcome

Paul McGarrity

Octave Digital


Key social media trends in 2021

Paul will open #SMBelfast exploring the latest trends and developments in social media and how this can inform your social media marketing strategy.

Paul McGarrity

Octave Digital


VisitScotland: Brand awareness through influencer marketing

Amanda works to develop Scotland’s outstanding reputation in the global market. This includes engaging with content creators and influencers. Their marketing aim is to not only increase the number of visitors to Scotland, but to enhance the value of their visits too.

Amanda Thomas



Snap Inc @ #SMBelfast

210 million people on average use Snapchat every day globally to communicate, play with augmented reality and keep up with what is happening around the world. We are excited to have Christopher present on the best way to engage Snapchat users.


Assembly on social: Communicating effectively

Susie will outline how the Northern Ireland Assembly is actively engaging with the public and communicating important information to stakeholders through social media, including the use of live streaming to bring the work of the Assembly in front of a wider audience.

Susie Brown

Northern Ireland Assembly


Coffee and networking break


Driving sales through a digital-first approach

Aoife leads a team of consumer centric marketers, working on the famous Lucozade and Ribena soft drinks brands as well as the Beam Suntory Alcohol portfolio. She will showcase their clever branding and engaging content which increases sales.

Aoife McGuigan

Suntory Beverage & Food Ireland


Public health on social media

Chris will give the #SMBelfast audience an insight into the role social plays in the Public Health Agency’s work communicating important public health messages to the wider public. Important campaigns over the past year include providing information on Covid-19, the vaccine roll-out and organ donation.

Chris Barnes

Public Health Agency


Social PR: The content revolution

Social media has disrupted traditional PR. It is one of the most important ways for an organisation to promote and protect their online reputation. Social media is a key platform for connecting with stakeholders, influencing and identifying threats.


Guide Dogs NI: Connecting with visually impaired social media users

Mark’s presentation will give an insight into the work of Guide Dogs NI and how they use social media to connect with visually impaired stakeholders whilst also using their channels to raise funds.

Mark Quinn

Guide Dogs NI


The Low Carbon Pledge: Using social media for maximum engagement

Nathalie’s presentation will focus on empowering social media professionals to successfully engage their audience on today’s hottest topic of climate change.

Nathalie Pavone

Business in the Community Ireland


Communication tips

With important messages to deliver across various sectors, Steven’s communications remit covers housing, local government and heritage. He will outline the Department’s social strategy.


999: Engaging the public through social

The Northern Ireland Fire and Rescue Service will share how they use social media as a tool to engage with communities and provide fire safety advice to a wider audience.

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