Jessica Moore

What is your job title? How do you use social listening in your work?

I am the Director of Social Listening & Data Analytics at Eli Lilly. We use social listening every day to help inform strategic business decisions across the organization, from assessing influencers/partners to represent the company, sharing learnings on our target patient so that paid efforts can be best tailored to their interests/ behaviors and leveraging social discussions to predict both positive and negative trends

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What’s your background? How did you get into social listening?

I graduated with a degree in communications at Indiana University in Bloomington. During my academic tenure, I collaborated with a professor on a research study that delved into the portrayal of race and the media, sparking my interest in understanding human behavior. Subsequently, I had the opportunity to be the first hire at an Indy based social listening start-up helping the team understand how consumers were reacting to movie trailers and building a predictive model using social listening data. This pivotal role marked the inception of my 10+ year career in the social listening space. 

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What has been your biggest achievement?

‍Successfully building a global social listening capability at a company with 40k+ employees.

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What’s the boldest mistake you’ve made? What did you learn from it?

In the early stages of my journey as a people leader, I made the common mistake of trying to control everything. Over time, I realized that I need to show my team that I trust them and give them opportunities to feel empowered. Embracing this perspective not only fosters a positive work environment but also cultivates a culture of collaboration, empowering each team member to contribute their unique skills and expertise. It’s a lesson that has transformed my leadership style, placing trust at the core of our collective success.‍

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What’s your favourite data source to use and why?

‍I have found Reddit to be my go-to data source. There’s something uniquely insightful about the candidness you find there. I’ve observed that consumers are more willing to open up and be vulnerable about their medical concerns, turning Reddit into a treasure trove of robust insights. Navigating this channel has proven to be a valuable strategy in understanding and addressing their needs with authenticity.

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