What’s your background? How did you get into social listening?
I began my career in public relations, driven by a passion for storytelling. Recognizing the need for more comprehensive measurement methods beyond mere impression counts, I delved into data analysis. As I transitioned into roles focused on reputation and research, I got the opportunity to help develop a sophisticated media monitoring platform. However, it became evident that our platform was lagging behind industry standards, prompting me to advocate for the integration of social listening platforms. This occurred during a period when social listening was still in its infancy, yet its significance was becoming increasingly apparent, especially with the rising prevalence of Facebook ads. The impact of social listening on our understanding of consumer behavior fueled my enthusiasm for the industry. The ability to glean insights and forge connections with consumers through data-driven approaches became a cornerstone of my professional journey.
What attracted you to social listening?
What attracted me to social listening was its incredible power to harness billions of conversations online, using AI and technology to understand all that information and help businesses make quick decisions. It's like having a crystal ball that can analyze what people are saying in real-time, figure out how they feel about things, and then use that to guide business strategies. This ability to listen in on digital conversations lets us connect with consumers right where they are, online. It's like having a direct line to understanding what people want and need, which is crucial for businesses to stay ahead and make smart choices.
What’s the most innovative way a client has used your platform?
One of the most innovative ways a client used our platform was to combat disinformation on social media. They pushed the boundaries of social listening to identify and highlight false information trends. In today's world, where anyone can create and share content easily, it's crucial to ensure that social media remains a trustworthy source of information. Our platform helped our client sift through vast amounts of data to distinguish between reliable and misleading content. By detecting and addressing misinformation, they contributed to fostering trust in social media platforms. This work was significant in maintaining the integrity of online information and ensuring that people can rely on what they read and share on social media. It's a testament to the importance of platforms like ours in safeguarding the credibility of online content and promoting transparency in digital communication.
The most interesting client project you’ve worked on?
One of the most interesting uses of our platform involved collaborating with a major fast-food chain to address declining sales of combo meals. Despite the lack of direct mentions of their products in social media conversations, customers were sharing photos of their meals. By leveraging our technology's advanced image analysis capabilities, we were able to analyze these visual posts. Through this, we discovered patterns in consumer behavior related to the consumption of combo meals. This insight enabled the fast-food chain to develop a targeted marketing campaign aimed at boosting combo meal sales. This approach showcased the unique power of our platform to uncover valuable insights from diverse data sources, ultimately driving actionable strategies for our clients.
What’s the one thing that no social listening technology has cracked yet?
I believe that one challenge still facing the social listening industry is the ability to democratize data on a large scale. Social media data, while rich and valuable, can be messy and full of noise. The key is to make it more accessible and user-friendly by removing barriers like complex search queries and irrelevant keywords. We need to simplify the process so that anyone can search through the data, ask questions, and receive accurate and reliable answers. This would allow businesses to utilize social listening more effectively across various aspects of their operations. While we're making progress, there's still work to be done to ensure that social listening becomes truly accessible and usable for all.
What do you see as technology’s role in social listening?
Technology plays a crucial role in making social listening easier and more efficient. By using AI, we can simplify the process and enable more people within an organization to access and understand social listening data. This means that everyone can make better decisions based on insights from social media. With technology's help, we can also predict trends, improve how social listening works, and scale up its effectiveness across the whole organization. This allows us to find valuable insights amid the vast amount of information online. In short, technology helps us harness the power of social listening to its fullest potential, making it easier for everyone to use and driving innovation in how we understand and engage with social media data.
What do you think is the future of social listening?
The future of social listening holds exciting advancements, especially with the rise of generative AI. This technology will revolutionize how we work in the social listening industry. With advancements in AI and machine learning, we're poised to witness a paradigm shift towards predictive analytics and prescriptive insights. AI will make it easier for individuals to analyze data, with platforms providing data, graphs, and insights at their fingertips creating more efficiencies. Users will be able to ask for specific information, like what are the top issues with my brand,, and receive instant results. However, as new generations come online and internet usage evolves, we may see fragmentation in online platforms. Social listening will need to adapt by pulling information from a wider range of sources and combining it with other datasets.. Additionally, the regulation and accessibility of online content will shape the future landscape of social listening. It will be fascinating to observe how these changes unfold and how social listening continues to evolve in response to shifting digital trends and regulations.
Let’s talk about 2024, what are your goals? What obstacles will you be overcoming? What are you looking to achieve?
In 2024, my overarching goal is to continue driving innovation within the social intelligence space while fostering a positive and inclusive culture. As we navigate through unprecedented challenges, including evolving privacy regulations and the proliferation of misinformation, overcoming these obstacles will require a relentless commitment to ethical practices and technological excellence. I aspire to further amplify Talkwalker's global footprint, cementing our position as trailblazers in the realm of social intelligence while championing initiatives that drive positive societal change.
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