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How Merging Search and Social Data Unlocks What People Really Think

Wed 16 Sep 2020
16:30 - 18:30
Online Event

About the event

How Merging Search and Social Data Unlocks What People Really Think image

Want to tap into your audience and find out what they're thinking? Come along to this event to hear from Industry experts and learn how search data can help you read their minds and make better decisions as a result.

Social Listening vs. Search Data

Social listening relies on data from people who know that they are being observed by others. We all know that people can lie and misrepresent themselves on social media from time to time (we’ve all done it!).

Search data, on the other hand is more reflective of what’s truly going on inside our heads. We make 5.6 billion searches worldwide every day, and turn to the internet for help and advice when we’re too embarrassed to ask our best friend...or even a doctor. Our most candid and gut-wrenching thoughts and fears. 

But, while search data is frank and honest...and reveals what people are really thinking, social data reflects how people want to be perceived. It reveals the identity that they’re keen to project on the world. Understanding both of these behaviours is powerful for us, as marketers. 

We'll show you how using a combination of search and social data will help you get to the heart of what people truly think about you, your brand or organisation, product or campaign.

What you’ll learn:

  • The differences and benefits of search data and social data
  • How to blend insight methods get a true understanding of people
  • How to use data to inform your work, as well as measure its effectiveness
  • Practical social and search listening skills that you can use straight away using tools like AnswerThePublic

About our Speakers

We'll be joined by our host, Hannah Harris, alongside Sophie Coley, Audience Strategy Director at Propellernet, and our guest speaker, Dr Jillian Ney, UK’s first Dr of Social and founder of The Social Intelligence Lab.