Ep. 57: She Listens to the Internet for a Living — Here’s What She’s Hearing ft. Jazmin Griffith
May 6, 2025
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Jazmin Griffith, a social media expert and founder of Que Lo Que, shares her insights on the fascinating world of social listening. With experience at major brands like Sony and Google, she demystifies what social listening really entails. Jazmin discusses how understanding data can shape content strategies and enhance audience engagement. She also explores Gen Z's unique impact on branding and spending habits. Plus, insights on navigating different platforms and maintaining authenticity in content creation make this conversation invaluable for creators.
Jazmin Griffith emphasizes the critical role of social listening in understanding online conversations to enhance brand strategies and audience engagement.
Her agency, Que Lo Que, uniquely blends cultural insights with data analysis, aiming to empower brands in navigating social media complexities.
The podcast highlights the significance of sentiment analysis, revealing how negative feedback can uncover opportunities for meaningful brand improvement.
Deep dives
Understanding Social Listening
Social listening is a crucial aspect of social media strategy that involves actively monitoring and analyzing online conversations about a brand, industry, or trends. It entails engaging with comments, discussions in private communities, and various social media platforms to grasp public sentiment and feedback. By effectively interpreting this data, brands can identify opportunities for product development, crisis management, and marketing initiatives. This method moves beyond mere measurement of engagement metrics to understanding the narrative behind the data, enabling brands to better connect with their audience.
Evolving Career Path
Jasmine's journey into social listening began organically while she worked in social media strategy, particularly during the surge of platforms like TikTok. Initially focused on social analytics, she seized an opportunity to work as a social listening analyst for major companies like Google Pay, where she learned to interpret consumer conversations. The role allowed her to blend her passion for data and storytelling, enabling her to drive insights from social media discussions and inform brand strategies. This evolution illustrates how social listening has gained recognition as a valuable and specialized skill in the marketing landscape.
Valuing Sentiment Metrics
When measuring social listening success, sentiment analysis plays a pivotal role, allowing brands to gauge public perception across positive, neutral, and negative sentiments. Negative feedback, often misconstrued as simply unfavorable, can highlight underlying issues that brands can address for improvement. By focusing on the conversations surrounding complaints or dissatisfaction, brands can uncover opportunities for innovation and better customer relations. Jasmine emphasizes the importance of understanding not only the metrics but also the emotional connections behind audience engagement, particularly with metrics like post shares that indicate deeper investment from fans.
Navigating Dark Social and Tools
Social listening extends into the realm of 'dark social,' where conversations occur in private settings, limiting traditional listening tools' effectiveness. Transparency in discussions happening in channels like Slack, Discord, and other private communities is often crucial for understanding the true voice of the consumer. While various social listening tools exist, their limitations highlight the necessity of human insight to interpret nuanced community feedback. Designers of effective strategies need to engage directly with these informal networks to gain a more complete understanding of their audience's sentiment.
Establishing a Unique Brand Identity
Jasmine's agency, Que Lo Que, was founded to address a gap in the market for brands seeking to navigate the complexities of social listening with culturally relevant insights. The agency's name reflects a vibrant intersection of her cultural identity while representing her mission to empower brands to decode their audience's conversations effectively. She emphasizes her commitment to helping brands cut through the noise with a unique approach that prioritizes authentic storytelling based on actionable data insights. By positioning herself as a thought leader, Jasmine aspires to change how brands engage with their consumers, highlighting the importance of understanding and responding to online dialogues.
This week on The Creator Spotlight Podcast we're joined my Jazmin Griffith, social media expert and founder of social listening agency Que Lo Que. Jazmin has over a decade of professional social media experience, working with some of the biggest brands such as Sony, Google, Microsoft and PepsiCo.
