What does social intelligence mean to you?
For me social intelligence has been a journey of continuous exploration that enriches and challenges me at the same time, while also combining many things I like doing and want to be better at. It has been a strong driver that keeps me inspired, motivated and curious.
I see social intelligence as the opportunity to make the voice of the consumer part of the processes of business/brand growth and change. It adds a layer of consumer centricity that helps the business adapt to the changing needs and preferences of the consumers worldwide.
Why social intelligence? How did you find yourself working in social intelligence?
I graduated with my second bachelor degree in Communications (a long time ago when social media was just emerging) and on my thesis defense I was asked if I see any professions emerging related to social media. This is when I said that analysts will be needed to make sense of all these discussions online. I found myself working exactly that just a year later and it has become my passion ever since.
What do you love about working in social intelligence?
Working in this field is dynamic and challenging in a good way. It doesn’t stop to surprise me how versatile and applicable social intelligence can be. I have worked on so many different projects (in various contexts and industries) and there is always something to discover and learn. Each one has been a new opportunity to explore and push the boundaries of social intelligence. At the same time, it feels familiar as we all use social media. It has become part of our own journey, but also such a great source of insights about the consumers.
What skills do you think you need to be successful in social intelligence?
You have to be a good listener (we call it social listening after all), this means being emphatic and making sense of authentic conversations on a deep level where you uncover needs, drivers, sentiments and pain points.Which also means you have to stay open minded, as sometimes you discover things you do not expect. It is important to also be persistent in asking “why” and “so what”, striving for even deeper insights and pushing for actionability.The ability to immerse yourself as much as possible into the question/industry helps with gaining context and putting things into perspective. Curiosity and analytical thinking are very important as well as storytelling which helps you translate and communicate your findings in an engaging and impactful way.
What’s been your biggest win in your career so far?
It is all about the trust in what I do and the impact it has. As an analyst, seeing tangible results from my work (e.g. decisions being made or concepts built and tested) is a highlight that feels very rewarding. This is the best motivation to continue growing and becoming better. Also, it is a win for me to have the opportunity to work with iconic brands, in areas like innovation and trend spotting where social intelligence can really shine!
What do you think needs to change in the social intelligence industry?
There are a number of limiting misconceptions and attitudes that create barriers and prevent utilizing the full potential of social intelligence. Most professionals in our field have encountered one or more of them and I wish these could be overcome more easily.
However, in order for the industry to grow and meet the new business demands, I think what needs to change is the understanding that social intelligence equals monitoring or measuring of past events (product launches, campaigns etc.). The thinking around social intelligence needs to shift from looking into the past to predicting the future. The rich (historical) data that social media provides can be used to build models, predict trends and inspire/inform the ideation phase of innovation or creative processes.
How do you see the industry developing?
The industry is maturing and the tools we are using are becoming more sophisticated although there is still room for improvement on the tech side. We are finding new ways to combine various data sources and see the bigger picture. Gen AI has the potential to help us focus on deeper insights beyond traditional listening and facilitate the transition from listening/monitoring to social intelligence. The AI can also help streamline daily monitoring and make it accessible to wider audiences. These are exciting times for the industry and I am looking forward to being part of these changes.
What are you looking forward to in social listening for 2025?
I am looking forward to projects that call for innovative and more strategic uses of social listening. I am especially excited to see social listening unleashing its potential and power in the area of predictive intelligence and trend spotting (detecting emerging signals, seeing how trends start, grow, mature and intersect). And, of course, I am curious to see the development of AI and the role it will play in our day-to-day work.
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