What is your job title? How do you use social listening in your work?
I manage the Global Content Merchandising Analysis & Insights team. Social listening is important for us to understand how our audience is reacting to our upcoming and available content on our DTC platforms.
What’s your background? How did you get into social listening?
I’ve spent almost a decade at my previous company working on the Knowledge Graph and Audience Insights teams, so I went from understanding how we should structure billions of posts into a semantic layer, to using those learnings to drive actionable insights to internal and external partners.
What has been your biggest achievement?
At my previous company, the work we did using social data to drive timely, relevant and actionable insights led the way across the industry, driving millions of additional revenue just by using social insights in a thoughtful way. At WBD, so far, my biggest achievement has been understanding what our audience is telling us, either through social or other avenues, to make the best experience possible for them every time they open our streaming apps.
What’s the boldest mistake you’ve made? What did you learn from it?
Because social data is constantly & rapidly changing, I feel like I rushed the process of really understanding what the data was telling us in this specific project we were working on. Because of it, the end results didn’t really help driving our strategy and decision-making, and we had to go back to the beginning of the analysis and rework our way through. I learned that though social data gives us that urgency bias, it is best to really make time to understand what it is indeed telling us.
What would be your dream project to work on?
Connect end-to-end user journey data – it is harder than I anticipated but I believe untimely that is what every data & insights team should aim for when understanding where our consumers begin and end in their journeys related to the products and services we care for.
Do you think there’s a right way and a wrong way to use social data?
Legal & ethical compliances tell us the right way to use social data. Privacy, for example, is a constant theme across the industry, and something WBD takes very seriously.
Are there areas where you think you should be using social data for but aren’t currently?
There is so much more we can use social data for – understanding the impact of a content going “viral” on our overall performance, key themes within our content that better resonate with our audiences, what type of content they are looking for, and more. I’m excited to invest more time on what we can uncover using real, human-driven datasets.
What’s your favourite data source to use and why?
Lately I’m very interested in TikTok’s social data. I’m so impressed with their influential ability, especially in the ecommerce space.
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