Natália Leão

Can you tell us about a pivotal moment in your career that led you to where you are today?

I spent the early years of my career focusing on Digital Marketing, particularly in Planning & Strategy, where social listening was part of my team's scope but not my primary focus. After working abroad, I returned to Brazil and began freelancing on research and insights projects in the digital space. I found Social Intelligence to be the perfect blend of my digital marketing experience and my passion for innovation and understanding human behavior. It was this intersection that set me on the path I’m on today and eventually got me new and exciting opportunities.

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What makes a good leader in social intelligence?

I believe empathy is essential not only for understanding the feelings and concerns in consumer conversations but also for connecting with internal teams and partners to ensure you are creating solutions that truly address their needs and answer their business questions. It also requires a strong level of adaptability, especially in an ever-changing industry like this one. The data landscape can shift unexpectedly, and you may not always find what you anticipate, which means Social Intelligence leaders need to be resilient, adapting strategies and exploring different methods to obtain the insights we need.

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What three skills do you have that helps you to excel in your role?

I believe I am good at breaking down complex concepts into simpler, more understandable terms, which has been valuable when training and coaching teams throughout my career. It also helps when explaining the opportunities and limitations of social listening to internal stakeholders who may not be familiar with its full potential. I strive to understand stakeholders' needs and translate technical information in a way that’s easy to grasp.

I also like to think of myself as curious and a problem-solver. I’m always eager to find new solutions, test different methods, and look for opportunities to improve processes or expand our practices. I’m usually adaptable and resilient as well, which has helped me navigate the changes in the industry over the years and find solutions when challenges arise.

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What do you think will be different about social intelligence in 2035?

I hope that by 2035, the practice of Social Intelligence will be far more sophisticated, integrated, and aligned with ethical standards. It will hopefully be a standard part of insights and analytics workflows.

AI will play a critical role in helping us build the right data setup, providing accurate, segmented data and key insights, allowing professionals to focus on asking the right questions, contextualizing insights, and ensuring they drive meaningful business impact. Professionals will need a strong understanding of how these systems work to craft effective prompts and guide AI in the right direction. We might be discussing less about data quality and sentiment accuracy, and more about the inclusion of new immersive platforms and how to analyze non-verbal cues or behavioral data from interconnected systems (wearables, smart homes), or virtual reality spaces.

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Will we still have jobs? Is AI all hype or actually helpful?

AI is definitely transforming the landscape, but in my opinion (so far), it is unlikely to completely replace the need for human expertise. By 2035, I believe our roles will evolve, but they will remain just as essential, if not more strategic. Rather than replacing our jobs, AI is more likely to redefine them, allowing professionals to focus on higher-level thinking and problem-solving while AI handles the more routine, data-heavy tasks.

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What should people know before getting into social intelligence?

It’s not as simple as it may seem, and Social Intelligence goes beyond just monitoring social media conversations—though even that comes with its own complexities. There’s still a common misconception that insights can be obtained with just the click of a button, which is often unrealistic. Social Intelligence requires a blend of curiosity, critical thinking, and the ability to adapt to a constantly changing landscape. It’s also essential to have a strong understanding of how to align this data with business objectives, ensuring that your findings are meaningful and add value. 

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What’s been your biggest career highlight?

Being recognized by The Social Intelligence Lab and connecting with this community of social listeners has certainly led to great moments in my career. I’m also always happy to see Social Intelligence projects translate into tangible results, such as successful content or innovative products. On top of that, witnessing younger professionals develop a passion for Social Intelligence and thrive in their own careers has also been a fulfilling aspect of my journey.

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What’s next for you?

I’m excited to continue leveraging AI to transform the Social Intelligence process, making data and insights more accessible and valuable across teams. I also look forward to further integrating social data into broader insights and analytics strategies, providing a more holistic understanding of consumers and market trends.