Has the perception of social intelligence changed within your organization since you won last year’s SI Insider 50? If so, how?
Indeed, the perception has shifted positively in the organization in the following ways:
- Increased understanding of social media data
- Priming social data as a part of enterprise data strategy
- Social engagement strategies are becoming popular
- Using tools/technology and new-age data
- Strong desire to weave social insights into existing reports and stitch them into enterprise marketing strategies
What’s the most interesting social listening project you’ve worked on in the last year?
Social media listening for sickle cell disease in Sub-Saharan Africa was one of the most challenging and interesting programs in the last year. Despite data limitations and translation challenges, the outcome of the study supported Novartis’s digital initiatives to track and better tackle SCD.
What do you think makes you successful in your work?
It is fascinating to see how adopting a big-picture attitude rather than a detail-oriented mindset causes significant changes in how you approach understanding consumer demands, time management, team empowerment, and synthesizing actionable insights for business teams. All of these revolve around the relationship between short-term and long-term goals. In the end, success in my profession is mostly due to my passion, ability to help the team think strategically, and conviction that I can have a positive impact on patients’ lives.
What are the key skills that have contributed to your success?
First, real-world skills include resilience, emotional intelligence, functioning with integrity, and interpersonal skills. Experiences rather than texts are how RW skills are learned. After that, technical abilities include subject knowledge, project management, tools, data, analytics, insights, narrative, and visualization. The most crucial factor that will contribute to success, more than anything else, is TEAMWORK.
What makes social data special compared to other data sources?
There are over 3 billion internet users globally and these individuals span hundreds of disease areas, including KOLs, patients, advocates, and HCPs who touch the entire product lifecycle chain. Social data alter how companies conduct market research and provide cutting-edge methodologies to uncover vast opportunities to improve customer experience journey and activation of customers. Social data can be hybridized with patient-level data, market research, RWD, search, omnichannel data, etc. to effectively complement and enhance the Cx/brand strategies.
What motivates you in your work? What makes you want to keep working in social intelligence?
Knowing that everything is temporary doesn’t make me sad, on the contrary, it helps me appreciate the moment and love my ecosystem more. Working with industry leaders, I hoped to use my passion for analytics and insights to improve patients’ lives. As my organization’s priority is to create an impact on the maximum number of patients as quickly as possible, I feel proud that I am in some way involved in supporting them.
Pursuing social media strategies will require a more agile mindset. These types of modern research require a lot of experimentation with new tech and platforms before rolling them into operations and require solid big-picture thinking while recommending actions. For those that take the leap, the future is social. Best of luck!
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