Let’s start simple. Who are you, and what do you do with social data that others might not expect?
I'm Dr. Apoorva Bhutani, a manager with experience in leveraging social data to drive strategic decisions and improve customer engagement. While many organizations use social data for basic metrics like likes or shares, I focus on uncovering actionable insights that go beyond surface-level trends.
For example, I analyze sentiment shifts and emerging conversations to anticipate patient needs and inform product or campaign strategies. I also look for patterns in engagement that reveal not just what people are saying, but why they’re saying it - connecting social signals to business outcomes.
One unexpected approach I take is integrating social data with other sources, like traditional media, to create a holistic view of customer behavior. This helps identify opportunities for personalization and proactive problem-solving.
Ultimately, I use social data not just as a reporting tool, but as a strategic asset to influence decisions, improve patient experience, and strengthen brand trust.
What’s something in our industry we pretend to understand, but don’t?
One thing we often pretend to fully understand in our industry is customer sentiment. We rely heavily on metrics like engagement rates or positive mentions and assume they reflect true sentiment. In reality, these numbers can be misleading because they don’t capture context, sarcasm, or the underlying motivations behind conversations.
For example, a trending hashtag might look positive at first glance, but deeper analysis often reveals mixed emotions or even criticism. Many organizations stop at surface-level analytics, which creates blind spots in decision-making.
I believe the real challenge—and opportunity—is moving beyond vanity metrics to interpret sentiment in a nuanced way, combining qualitative insights with quantitative data. This means using advanced tools but also applying human judgment to understand cultural context and emerging behaviors.
By acknowledging this gap, we can build strategies that are more authentic and customer-centric, rather than reactive to incomplete data.
What’s a moment this year where social data helped your team do something bolder, faster, or better?
Among the many responsibilities my team handles, one of the most critical is providing actionable insights to shape communication strategies for our C-suite executives. Earlier this year, social media analytics played a pivotal role in preparing them for a leading global summit.
We conducted deep listening across multiple platforms to identify trending topics and conversations that carried potential reputational risks. Instead of focusing only on what was popular, we analyzed sentiment, tone, and emerging narratives to uncover areas that could spark controversy or require proactive messaging.
These insights enabled our executives to enter high-stakes discussions with confidence, armed with data-driven talking points and strategies to address sensitive issues before they escalated. By anticipating risk and aligning communication with audience expectations, we not only safeguarded brand reputation but also positioned our leadership as informed and responsive.
This experience reinforced how social data, when used strategically, can go beyond monitoring—it can empower decision-makers to act boldly and intelligently in real time.
What’s one belief about your audience that social data completely upended for your teams?
One belief we held for a long time was that our audience primarily engaged with our content for product updates and brand news. Social data completely upended that assumption.
Through deep listening and trend analysis, we discovered that our audience was far more interested in thought leadership and industry insights than promotional content. They wanted authentic conversations, expert opinions, and transparency—not just announcements.
This insight shifted our entire content strategy. We moved from a brand-centric approach to an audience-first model, creating educational resources, behind-the-scenes stories, and interactive discussions. Engagement rates soared, and we built stronger trust with our community because we were speaking to what truly mattered to them.
Social data taught us that assumptions can be costly, and listening is the key to staying relevant. It transformed how we connect with our audience—making our communication more meaningful and impactful.
If you could build your dream social intelligence team from scratch, with no legacy and no limits, what roles would you include?
If I could build my dream social intelligence team from scratch, I’d create a multidisciplinary group that combines analytics, strategy, and creative execution—all under one roof.
First, I’d include Social Listening Analysts to track conversations and identify emerging trends in real time, supported by Data Scientists for advanced analytics and predictive modeling. Next, Cultural & Behavioral Analysts would interpret sentiment and context, ensuring insights are meaningful and actionable.
But here’s the key difference: instead of handing these insights off to a separate team, I’d embed Content Strategists and Creative Leads within the same unit. This way, the team can move from insight to execution seamlessly—creating campaigns informed by real-time data without losing momentum or nuance.
Finally, I’d add Risk & Reputation Specialists to anticipate potential issues and a Tech Lead to manage tools and automation. This integrated approach ensures social intelligence isn’t just about reporting—it becomes a driver of bold, timely, and insight-led campaigns.
When do you feel like you’re doing your best work?
I feel like I’m doing my best work when I’m turning insights into action—especially when social data directly shapes strategy and drives measurable impact. For me, it’s not just about analyzing trends; it’s about connecting the dots between what people are saying and what the business needs to achieve.
I also feel most energized when I’m challenged by new and interesting asks that have never been attempted before. Those moments give me a rush and make me look forward to work because they push me to think creatively and innovate beyond the usual playbook.
In short, my best work happens when I’m bridging analytics and creativity, solving unique challenges, and making social data a catalyst for smarter, faster, and more impactful actions.
What’s your browser history giving away about you this week?
If you looked at my browser history this week, you’d see a mix of curiosity and creativity. I’ve been exploring how AI and generative tools can make social media listening smarter and faster. Things like: how can AI help us spot trends earlier, summarize conversations better, and even inspire campaign ideas?
I’m fascinated by learning new ways to integrate these technologies into what we already do—so insights don’t just sit in a report but actually shape bold, real-time actions. For me, it’s about finding practical, innovative solutions that make our work more impactful.
So yes, my browser history gives away that I’m always looking for what’s next and how to use it to make social intelligence more powerful and creative.
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