Paige Walker

11:45 a.m.–12:30 p.m. PT — Thursday, February 27, 2025

Leveraging Social Listening to Drive Customer-Centric Strategies

Now more than ever, consumers use social media to express their thoughts and opinions about brands. According to Axios, Gen Z is shifting away from Google and increasingly turning to social media platforms as their primary source for researching brands or products before making a purchase. Social media has become much more than selfies and dance challenges and is now a valuable data source filled with insights. Is your brand paying attention?

In this session, you will learn how to leverage social media data to inform business decisions and solve business challenges with real-time insights. This presentation will focus on how Hershey’s utilizes social listening to influence campaigns, product innovation, and more.

You’ll learn:

• The importance of utilizing social listening and the insights it can provide
• Ways you can share insights from social media across different teams to have a direct impact on business strategy
• How social listening goes beyond trend identification and allows us to understand the current state of the consumer