""If you are a brand that wants to be culturally relevant," you need to hire "a social listener," Poekert said during a presentation on social media trends at the Bridge Summit, a media and entertainment industry conference in Abu Dhabi, last week."
"On one side of the triangle, "you have internal social art directors who are primarily focused just on social media," he says. External content creators who can "make that fast turnaround content for you" are on another, he adds, "because, let's be honest, not every employee wants to be front-facing for their brand.""
"By leveraging AI and social listening tools, he writes, these specialists can ensure that your brand keeps up with viral trends and online culture."
""[B]rands are becoming more and more vulnerable to quickly falling into 'okay sure grandma' territory," he writes on LinkedIn, "and the brands that can tap into their audience and the entire social media echo-sphere will stay ahead of everyone else.""
A culture and social listening lead uses AI and social listening tools to detect viral trends, online culture shifts, and audience signals. The role complements internal social art directors who focus on platform-specific creative and external content creators who deliver fast-turnaround content. Social listeners provide trend context and cultural insight to both groups to produce on-trend, culturally relevant content. Brands without this function risk appearing out of touch on social media. A social listening platform demonstrated the concept by posting a mock job listing to illustrate the responsibilities and potential impact of the role.
Read at Inc
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