Quentin Gressien

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

I am CEO of The Metrics Factory. We use social listening to help fortune 500 companies to better understand their customers and to monitor their social média marketing 

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

I have been studying Communication, Advertising and PR. I have been working in agencies my all career so far. I got into social listening by measuring PR Coverage of advertisers and monitoring their global campaigns. 

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What’s been the project you’ve been most proud to work on?

Back in 2018, I had the chance to design our own methodology for sponsorship valuation. Since then, we use our knowledge of social data to help brands to quantify the impact of their partnership in sport and eSport.

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What’s the biggest misconception about your work?

Most of marketers do not perceive the value of social data. Very often it is only used by social media managers for tactical optimization, while it is a massive source of insights that can help to shape up the whole marketing strategy, from product definition to persona building.

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Any nightmare clients? Why? (No names)

I have a huge respect for each of my clients. Nightmares could happen when the value we intend to provide is not perceived as such by the client. It is often due to misunderstandings about what you can get from social listening, and how we work on it (timing, possibilities…)

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Is there anything that you’re doing with social data that you don’t see others doing? Any missed opportunities?

Thanks to our in house technology, we have an holistic approach of social data. Despite written words, we analyze pictures and videos thanks to visual recognition, and voices thanks to speech to text. We aim to be able to analyze any signals from the user on its social media navigation.

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Who has made a lasting impression on you? Any SI heroes?

I think the Social Intelligence Lab is doing a great job of education and evangelization for the past years, by gathering social data experts and making social listening a proper discipline. So I would say that Dr Jilian Ney, you are the GOAT of social intelligence.

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How do you think the social intelligence industry will evolve in the next few years? 

It is probably an interesting time coming for the industry, with social media platforms closing their access for privacy, and heavy technology coming on top of data (machine learning, AI…). I genuinely believe that whatever the future, marketers will still need experts to guide their path and to get as much information as possible from the 4.74 Billion social media users.

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