From hit and misses to chocolate kisses: How Hershey’s integrated social listening across the business

It’s hard setting up a social listening function in an organisation for the first time. But, if done well, you’ll see real benefits, from helping to refine messaging to sharing insights that can shape new product development. Because social data gives you a different perspective on what your customers really want and need.

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This is what Paige Walker found when she developed a social listening strategy at The Hershey Company. Not only was she able to save the Hershey Kiss Christmas Bells commercial (and quite possibly Christmas itself!) but she was also able to change the way the organisation uses online data to understand its audience better. It took a bit of experimenting to get it right, but her work paid off in the end.

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During this case study, Paige will talk us through how she was able to get buy-in for social listening across the whole organisation and the steps she took to integrate it into her work.

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By joining this session, you’ll:

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👉 Learn how Paige turned social media community management and engagement into a social listening strategy
👉 Discover how to incorporate social listening in a way that provides measurable results and helps you get you buy-in from the wider business
👉 Explore the ways you can share insights from social listening across different teams to encourage them to start working with internet data
👉 Hear real-world examples of how to create a successful social strategy that provides value to the business

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