What does social intelligence mean to you?
To me, social intelligence is the art and science of transforming social data into actionable insights. It’s about leveraging online conversations, social content performance, and audience insights to gain a deep understanding of customer needs, preferences, and behaviors. This understanding helps brands connect more authentically with their audiences.
What makes social intelligence truly special is the unique characteristics of social data. The volume of data generated in real time offers an unprecedented scale for studying trends and behaviors. The velocity of social data means we can observe events as they unfold and respond to emerging patterns in real time. The variety of content—text, images, videos, and more—gives us a multifaceted view of how different audiences communicate and engage. And while validity reminds us to consider biases and representation gaps, it challenges us to approach social data thoughtfully and ethically.
What are you doing that no-one else is to drive the social intelligence industry forward?
I’m driving the social intelligence industry forward by pushing the boundaries of how data is applied to solve real business challenges. A shining example is Ayzenberg’s Social Intelligence-driven Ethnography solution, which I developed to merge qualitative storytelling with quantitative rigor integrating primary and social based data. This approach uncovers unfiltered audience behaviors and attitudes, delivering insights that are not only comprehensive but also actionable and aligned with business goals.
Innovation is a constant priority for me. From developing longitudinal studies that combine social data with programmatic interviews to exploring new methodologies for tracking brand sentiment, I’m always looking for ways to elevate what social intelligence can achieve. My ultimate goal is to ensure that social data isn’t just a tool for understanding audiences but a driver of smarter, and more empathetic strategies.
It's the year 2030: What does the practice of social listening look like?
I’m optimistic that social listening will go beyond traditional platforms, capturing insights from decentralized networks, private communities, and even virtual environments in the metaverse. The focus won’t just be on what people say but also on how they interact with content, creators, and each other in these dynamic spaces. I’m excited.
What is the most common question you are helping your clients answer?
Internally, one of the most frequent questions is: How can we ensure our creative campaigns resonate with the audience?
Our approach to social intelligence plays a critical role here. We use audience insights, social performance data, and conversation analysis to guide everything from campaign messaging to content execution. This helps ensure that every creative decision—whether it’s a campaign concept or a tactical execution—aligns with what will engage the audience most effectively.
Externally, the questions we help answer are broader but just as impactful. Clients often ask:
What trends should we be paying attention to, and how can we act on them?
Who is our audience, and how are their behaviors and preferences evolving?
How do we compare to competitors in the market, and where can we differentiate?
How healthy is our brand and community, and how can we improve trust and loyalty?
Have you got a favourite social intelligence use case or case study from the last year?
One of my favorite social intelligence use cases from the past year was Ayzenberg’s partnership with Ellen Tseng and her team at Cash App, where we applied our multi-method, social intelligence-driven ethnography solution to tackle a critical challenge: understanding how to build trust with their social media audience.
Using a mix of qualitative and quantitative research, powered by our AI-driven Brand Soulmates technology and best-in-class partners, we uncovered key insights that helped Cash App align their messaging with what their audience truly valued. For example, we confirmed a suspicion we already had that trust was built through transparency—being quick and clear about updates related to security and product knowledge, especially in the finance sector. This supports broader research showing that 86% of Americans prioritize transparency in brand communications.
Our work also highlighted the importance of personalized, community-centric content. Users responded positively to messaging that felt designed for them, supported by insider language that fostered a sense of belonging. By developing segments based on actual followers we’ve empowered Cash App to tap into authentic connections with their audience, and set a strong foundation of building blocks for long-term trust and loyalty.
They say to be great you need to read around your subject – what are you currently reading or your favourite book and what insights have you been able to apply to your work?
One book that I’ve been recommending lately is Present Beyond Measure by Lea Pica. I might be a bit partial, as we had the privilege of hosting Lea to train our teams on data visualization and storytelling a few years ago—but that firsthand experience made the book's lessons even more impactful.
What I love the most is how Lea focuses on turning data into action. She challenges readers to move beyond simply presenting charts and numbers to truly understanding what matters most: driving decisions and outcomes. Her emphasis on the idea that "the audience is not you" was a game-changer for me and my team. It reframes how we approach storytelling, prioritizing clarity and connection over complexity.
If you had to share three emojis that summed up social intelligence, what would they be?
🔎🌐🧠
What advice would you give to a brand who wanted to create an internal social intelligence team?
My advice to brands building an internal social intelligence team is to start with clarity of purpose. Define the team’s role—whether it’s uncovering audience insights, tracking brand sentiment, or informing creative strategies—and ensure alignment with broader business goals.
Next, invest in the right tools and training. Social intelligence requires platforms that can handle both qualitative and quantitative data, but it’s equally, if not even more so important, to have a team that knows how to interpret and apply insights effectively. Prioritize hiring a mix of data-savvy analysts and storytellers who can translate findings into actionable strategies.
Supporting cross-company integrating the team across departments is also key. Social intelligence should influence marketing, product development, and even customer service. Establishing these cross-functional workflows ensures insights are actionable and impactful, and provides ROI for your investment.
Finally, focus on scalability and innovation. Social intelligence isn’t static—it evolves as platforms, algorithms, and audience behaviors change. Encourage continuous learning, experimentation, and a willingness to pivot when necessary.
What are you looking forward to in social listening for 2025?
I see 2025 as the year when social listening transitions from being a reactive tool to a proactive driver of innovation and strategy.
TikTok's newly released trends for 2025 highlight a shift that social intelligence practitioners have championed for years: leveraging the comment section as the new focus group. According to their report, 68% of TikTok users believe brands should use comments to better understand consumers. This evolution empowers brands to think about bypassing the traditional, time-intensive focus groups and instead co-create with their audiences in a faster, more authentic way.
I’m also excited about how advancements in AI are continuing to reshape social listening, particularly in sentiment analysis and trend prediction. While the social intelligence community has been ahead of the curve using NLPs and machine learning for years, it’s exciting to see tools now capable of understanding the nuances of conversations—tone, sarcasm, and cultural context.
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