Paige Walker

Let’s start simple. Who are you, and what do you do with social data that others might not expect?

I’m the Manager of Cultural Intelligence and Trends at The Hershey Company. I lead social intelligence for The Hershey Company’s U.S. brands and cultural intelligence. I always refer to this as “the next level of social intelligence.” It keeps my stakeholders informed about consumer behavior, trends, and cultural shifts on a macro-level. While one day I might be reporting on consumer feedback for a new Reese’s flavor, the next day I might be researching ingredient trends like protein and fiber, or the newest TikTok food craze. My work can be very specific and very broad, but it all relates back to the business in some way. 

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What’s something in our industry we pretend to understand, but don’t?

I think we pretend to understand how AI will impact the industry and social media at large. I also think we pretend to understand how social media will evolve in the coming years and what platforms will be popular. Sure, we can make predictions about both topics. However, no one really knows what will happen. All we can do is be willing to learn and adapt as it all evolves.

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What’s a moment this year where social data helped your team do something bolder, faster, or better?

I think one of the best examples of this is our Reese’s Oreo campaign, “You asked for it.” We used real social data that showed fans were asking for this collaboration between two iconic brands. The campaign slogan shows consumers that we listened to what they asked for, and we delivered!

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What’s one belief about your audience that social data completely upended for your teams?

In my organization, there was a belief that social media is just filled with consumers complaining and being negative. While you will find a lot of negativity on social media, I like to say that social media is a window into the everyday life of a consumer. It helps us understand how consumers are using our products on a daily basis and what needs the products solve for them. It also allows us to identify the needs of consumers who aren’t currently using our products. I believe my work has helped shift this mindset, and my stakeholders now view social media data as a valuable insights resource.

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If you could build your dream social intelligence team from scratch, with no legacy and no limits, what roles would you include?

If I had no limits to what I could do with a social intelligence team. I would have five different roles. Four of the roles would focus on each of our categories: chocolate, sweets, salty snacks, and protein/BFY. The fifth role would be focused on cultural intelligence, trends, and foresight. Currently, I do all of this myself in one role, which means most brands cannot receive regular social listening. This structure would give all brands the attention they deserve, enabling more frequent and deeper insights. 

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

I feel I’m doing my best work when my social insights are incorporated with primary research to support and strengthen the research that has been conducted. I also feel I’m doing my best work when my social insights spark new questions, conversations, and research. There are times when I discover insights through my work that primary research has not. This has led to new campaigns, products, and generally being more informed about the state of the consumer.

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What’s your browser history giving away about you this week?

As I’m writing this, it’s the week between Christmas and New Year’s Day. If you looked at my browser history, you’d see that I'm trying to be better organized in the new year, both at work and in my personal life. Right now, my way of organizing and planning is very scattered. I am trying to be more structured and consistent in the new year. I juggle a lot with both work and my personal life, so I’m trying to make it all easier on myself in 2026!

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