Peter Kim

You’ve been recognised three times now. What do you think your work stands for?

Advocacy and Context - I see my job as advocating for the practice of media, social and digital intelligence and providing the context of the work we are doing. I like to advocate for using the right data, educating around the practice of social intelligence and where the work can inform strategies.

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What’s a hard truth you’ve learned about doing meaningful insight work inside real organisations?

Data Literacy - There so much data at our fingertips and there’s a lot of nuance inside the numbers we see. Our work is not only storytelling around that nuance, but also advocating for the insights that the data tells by showing what is most important.

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Has your perspective on social intelligence changed since you first started working in the industry?

It has to change - social media has shifted so much over time and has connected audiences in ways that are always changing. I think the biggest power of social data is to help keep focus on business goals and objectives and finding the right platforms, post types, content themes and more that will resonate the most.

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What’s a piece of advice or framing you’ve passed on to others that seems to stick?

What is the goal we are trying to achieve - it should frame how we build campaigns, narrow down tactics and figure out what success means.

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What’s the one question you think the industry needs to be asking right now, but isn’t?

How does our industry keep up with the changing nature of social? It’s the biggest question for everyone but whether its new platforms for tracking, new ways of tracking like video intelligence, or new areas like AI or Security opening up new capabilities, i’m constantly having to test new platforms to see if there is a need for new approaches.

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What’s something you once believed about audiences, platforms, or culture that you’ve changed your mind about?

That influencers have influence over views and content but there’s a limit to their reach and potential. This notion has been completely proven wrong as influencers have created massive businesses, changed our culture and have reached success in many different ways.

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You’ve built your leadership and credibility. Now what do you want to build next? For the field, not just yourself?

Consolidation and implementation. There so much data at our hands and we are at the beginning of an evolution of intelligence. Building environments that can ingest the data but also pull together the many different fields of data to find short term and longer lasting impact at scale would be a dream build for myself.

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