What is your job title? How do you use social listening in your work?
Senior Insight Analyst. I use social listening to uncover volume of conversation and sentiment of a brand or topic, along with any themes that are prominent as well as discover key opinion leaders that are driving conversation.
What’s your background? How did you get into social listening?
I started as an apprentice, gaining a qualification in data analytics, alongside working in a research team. This started my passion for social listening, and using data to find insights and tell a story.
What’s been the project you’ve been most proud to work on?
Identifying influencers is some of the projects I’m most proud to work on as I created our own bespoke influencer ranking methodology. The new tool also allows my team to find more niche followers as well as expanding our offering of finding influencers on TikTok and YouTube compared to only Twitter and Instagram.
What’s the biggest misconception about your work?
Relying solely on quantitative metrics can be misleading. Qualitative insights matter equally, diving into sentiment analysis, context, and themes behind conversations to grasp the full picture.
Any nightmare clients? Why? (No names)
I’ve had previous situations where we’ve scoped to complete a project within a certain timeframe and with the specific deliverables, but instead it took much longer due to client delays with responding as well as back and forth negotiation.
Is there anything that you’re doing with social data that you don’t see others doing? Any missed opportunities?
I built our very own ranking system to establish the best performing influencers, in relation to followers, engagement and either video reel views/or earned mentions for three social platforms; Instagram, YouTube and TikTok.
I would also say as a team we utilise LinkedIn data to build audience segments, which is something I dont see alot of teams do.
Who has made a lasting impression on you? Any SI heroes?
A member of my team, Paloma Medina, is constantly trying to find better ways of writing queries, always ensuring queries are precise and detailed to give the most accurate outputs.
She is also always happy to give advice and share her point of views, helping me grow as a social analyst.
How do you think the social intelligence industry will evolve in the next few years?
As artificial intelligence technologies continue to mature, they will play a pivotal role in social intelligence. AI-driven sentiment analysis, chatbots for customer interactions, and personalised content recommendations will become more sophisticated.
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