Erin Lewis

Who are you, and what drew you into this world of social data and digital insight?

My name’s Erin, and I’m an Account Supervisor and digital intelligence SME at Burson, specializing in transforming complex social data into actionable insights for Fortune 500 brands like Coca-Cola and Google. I'm driven by the desire to make insights stick and forge lasting relationships, turning raw digital signals into strategic decisions that both protect reputation and fuel growth.

Coming out of college, I was captivated by the power of social intelligence – the opportunity to understand human behavior and directly influence major brand narratives. As one of the original architects of Burson's social intelligence practice, I helped build it from the ground up, pioneering methodologies in social listening, influencer strategy, and risk assessment. The thrill of uncovering trends, like identifying key nicknames for the 2025 Share a Coke campaign that influenced a nationwide rollout, solidified my passion for this field.

Today, I'm customer-obsessed and trend-tuned, constantly seeking to understand the 'why' behind consumer actions through data. This genuine fascination with culture fuels my continuous innovation, whether I’m developing new metrics, influencing platform capabilities, or architecting novel solutions like an influencer vetting operation. For me, social data isn't just about revealing insights; it's about proactively shaping the future, translating digital whispers into strategic roars.

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Do you think social intelligence is a research discipline, a strategy practice, or something else entirely?

I like to think of social intelligence as a vibrant intersection where research and data meets strategic brilliance. It's far more than just one or the other!

On one hand, it’s a specialized research discipline that demands precision. We delve deep into complex digital landscapes, honing unique skills to dissect vast data sets. This analytical mastery, from query writing to trend mining, is the bedrock of our practice.

But I believe to truly practice social intelligence, you must go beyond the numbers. 

Social intelligence isn’t about reporting figures; it’s about translating the data into functional and understandable stories (like putting together a Lego botanical set). We’re uniquely positioned to understand the entire marketing ecosystem, leveraging data to strategically inform every single step of the brand journey – from protecting brands during crises to shaping product narratives and optimizing campaigns. 

It’s this unparalleled, end-to-end strategic connectivity that differentiates social intelligence from the pack. It’s about foresight, impact, and fundamentally understanding and shaping the future.

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What’s something you’re currently figuring out in your work or trying to get better at?

As we start the new year, resolutions are on my mind. My work bingo card is filled with what I hope to accomplish this year, including learning new tools and implementing automation to eliminate recurring manual tasks. The goal? Optimize efficiency, freeing our team to tackle complex strategic challenges and generate breakthrough insights, not just routine work.

Equally important is elevating knowledge-sharing. Having already led impactful training sessions, I'm dedicated to expanding these efforts. My goal is to ensure my team masters the latest techniques, fostering a culture of continuous learning that amplifies our collective impact and innovation for clients.

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When do you feel like you’re doing your best work?

My best work happens when I’m fueled by pop anthems, feline companionship, and a dose of caffeine. That’s when I transform complex social data into compelling narratives, connecting the dots and crafting those 'aha!' moments for clients.

The "Erin's Best Work" Brew

Ingredients:

• 1 playlist (can vary, but must feature Taylor Swift)
• 1 generous serving of iced coffee or fresh juice
• A healthy handful of plants (my apartment jungle)
• 1 Munchie (my rescue cat, for quality control)
• 1 pair of fuzzy socks (working cold is never fun)
• A pinch of pop culture updates (recommended for sharing with others)

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What’s the last trend, post, or rabbit hole that got you unexpectedly obsessed? And what did it teach you?

The 2025 winter holiday delivered an unexpected obsession: Tamara's viral TikTok button comment. What started as a vague New Year's resolution about 365 buttons to visualize time quickly escalated when confused users badgered her for an explanation. Her iconic reply? "hey so it actually only needs to make sense to me for me to do it and i don't feel like explaining it to anyone else." Mic drop.

This response didn't just go viral; it became the viral content itself – flooding comment sections, memeing across platforms. My FYP was drowning in it, and honestly, I was captivated. It wasn't just a funny moment; it was a refreshing dose of radical individualism that hit different as we rolled into a new year.

Falling down this rabbit hole underscored the power of the gen pop in shaping trends and showcased how comment sections can birth cultural phenomena. But most importantly, it was a potent reminder: authentic self-expression, even if it seems a bit quirky or nonsensical to others, is a powerful flex. If it makes sense to you, that's literally all that matters. And we love to see it.

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What’s your go-to reset when you feel stuck? A place, a person, or piece of culture?

Given that my job requires me to be chronically online, my ultimate reset when I feel creatively stuck is to quite literally get offline. Or, at least, to a completely different corner of the internet.

When I have time, I love losing myself in a good novel; it's like a mental vacation that clears the pathways in my brain. Whether it’s an easy rom-com, a thrilling murder mystery or a heartfelt memoir, books have always been my favorite form of escapism. 

When I need a more tangible break, I put my phone down and dive into a puzzle or a craft. And, naturally, a good dose of Taylor Swift's latest era, or a girl’s night with my friends, provides that essential dose of real-world connection and inspiration to get me back on track, refreshed and ready to tackle anything.

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Who in the industry do you look to right now? And what are they doing that most people should pay attention to?

The people I truly look to in this industry? They're within my practice at Burson. My coworkers inspire me daily, particularly our seasoned leaders and our incredibly bright newbies.

My practice leaders are constantly pushing boundaries. They champion growth, demand innovation, and challenge us to consistently deliver exceptional value, ensuring we're always ahead of the curve.

Equally captivating are our new team members. They bring entirely fresh perspectives, often questioning established norms, simplifying complex processes, and introducing novel ways of thinking about old problems.

This dynamic interplay is precisely what everyone should be paying attention to. It's not about seeking a single "guru"; it's about fostering an internal ecosystem where seasoned wisdom meets fearless new ideas. This blend – where institutional knowledge is challenged and invigorated by fresh approaches – is, for me, where the most exciting evolution and impactful innovation are truly happening in social intelligence.

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