What is your job title? How do you use social listening in your work?
I am the founder and CEO of RILA GLOBAL CONSULTING, a boutique social listening agency located in New York City. We study consumers, brands, markets, and trends, offering tailored research and insight to clients globally. RILA is recognized by Fortune500 customers, international agencies, and industry experts as the leader in Social Media Research and Business Intelligence.
What’s your background? How did you get into social listening?
I have always been fascinated with Artificial Intelligence, machine learning, analytics and software. In 2012, I started my journey as a consulting strategist specializing in social media analysis and market research. Later, I worked at a large media agency in New York City, where I honed my skills in leveraging social listening to inform strategic decisions. Originally from Bulgaria and speaking five languages, my diverse cultural background has enriched my perspective on global markets and audiences.
What’s been the project you’ve been most proud to work on?
The project I'm most proud of involved using social listening to tackle vaccine hesitancy in emerging markets. It wasn't just about monitoring mentions, but understanding the concerns and anxieties people had, their cultural context, and the vaccine misinformation circulating. By analyzing the "why" behind the online chatter, we helped develop targeted communication strategies that addressed those concerns and ultimately contributed to public health initiatives in emerging markets.
What’s the biggest misconception about your work?
The biggest misconception about my work is when people think tools do all the heavy lifting in social listening. Softwares are indeed amazing data collectors, but it's the human touch that unlocks the true story. Analyzing, questioning, weaving insights—that's where the magic happens. It's not just about the "what," but the "why" behind the online chatter. Tools may listen, but it is humans who understand and transform data into findings. That is what we do at RILA GLOBAL CONSULTING - we turn data into actionable insights.
Any nightmare clients? Why? (No names)
We’ve worked with some interesting clients, no doubt. Let’s just leave it at that! :-)
Is there anything that you’re doing with social data that you don’t see others doing? Any missed opportunities?
While many focus on English-language setup and research, at RILA GLOBAL CONSULTING, we have a team of talented individuals with diverse linguistic backgrounds who can delve into the nuances and emotions woven into social data across languages. I myself leverage my fluency in several other languages to provide clients with a deeper understanding of sentiment and trends across diverse markets. Being able to directly communicate with clients also makes such a big difference. We see the missed opportunities in the market exactly for foreign language services that are provided directly by senior experts vs. outsourced to cheap translators for execution.
Who has made a lasting impression on you? Any SI heroes?
My lasting impressions are crafted by the individuals I've collaborated with – whether they be clients, partners, or colleagues. Prioritizing the cultivation of these relationships, I've found immense value in every connection. These remarkable people are not just my heroes; they are central to the meaningful partnerships that have evolved over time. I am deeply thankful for the opportunity to grow alongside them and cherish the lasting impact of our collaborations.
How do you think the social intelligence industry will evolve in the next few years?
The social intelligence landscape is poised for a multi-sensory revolution. Advanced tools will analyze not just text, but also visual and audio data, offering deeper insights into brand sentiment and emotional drivers. While AI empowers us to see and hear more, human expertise will remain critical for interpreting the nuances and drawing actionable insights.
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