What is your job title? How do you use social listening in your work?
I am working as a Digital Strategy Director at Novo Nordisk. I have a pleasure to establish new ways of working in the space of Social Media Engagement. I believe social media listening is crucial in the success of every company as it provides unfiltered feedback from our stakeholders. Correct use of this data can not only provide insights for strategy making but more importantly can lead to improvement of products and services.
What’s your background? How did you get into social listening?
I started working with Social Media at the very beginning of my career, when social media was very much about building fanpages. I quickly learned the potential of those platforms and since then aiming at establishing efficient and business oriented use of it. For me social media listening started long time ago, where work was mostly manual. I also believe that traditional market research based on questionnaires is packed with a lot of bias. Social Media Listening often provides us with more accurate and unfiltered pictures.
What has been your biggest achievement?
I have tried to establish social media listening processes in Novo Nordisk for the last 8 years. Even Though as an organization we have been experimenting with this form of research it was not a holistic and orchestrated effort. I am very proud that we have launched a company wide program which allows us to see a real time, dynamic picture. We have taken our senior leaders on this journey as well.
What’s the boldest mistake you’ve made? What did you learn from it?
Underestimating change management needed when you introduce new ways of working. Sometimes the simple argument of efficiency and transparency is not enough. People are very attached to their old ways of working and are hesitant to embark on new journeys.
What would be your dream project to work on?
For me it is not necessarily about the content of the project but the impact and the way how the project is conducted. I love working with skilled and capable people who are passionate about their work. I like to be curious and solve big and complex challenges.
Do you think there’s a right way and a wrong way to use social data?
Yes I strongly believe that any data should be used first and foremost with respect to the people who are the original owner of the data. In social media listening, those are people who are willing to share their thoughts and feelings online. When analyzing this data we should ensure that we do it for the right reasons and to add value not to harm. Also I believe social media listening data should be used in combination with other sources not as a single source of truth.
Are there areas where you think you should be using social data for but aren’t currently?
I would like to use social media listening data as a measurement tool for effectiveness of social media engagement. The overall aim of social media campaigns is to change people's perception about a certain issue, we should be able to see if we are changing topics, sentiment or angle of conversation. And potentially maybe if we are successful to fight misinformation.
What’s your favorite data source to use and why?
Hymn, this is a tricky one. I believe power of data comes from layering multiple data sources together. Only then we are able to see an accurate and full picture. I really like the type of data which can show people's behavior. Combination of social engagement and web data is probably my favorite.
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