Peter Kim

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

Peter Kim, Senior Manager of Research and Insights at Disney Experiences. We use social data to manage our reputation and match trends against our other research to understand what moves opinion.

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

Potential impressions - This fundamentally isn’t the way social media works. A post will likely never reach all of your audience, so why do we count it as if it does?

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

AI summaries are helping us discover, verify and get to insights faster. While they are not always accurate and still require verification, it helps guide a direction and makes social intelligence more accessible to others.

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

It may not be revolutionary but seeing the team’s work with creators around telling more about Disney’s history and innovation storytelling has been a learning experience for myself. Watching my favorite tech Youtube personalities talk about Disney for the first time has helped reach new audiences.

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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?

A developer or software engineer that can help build the tools, think differently about approach or help to make reporting easier.
Also, a cultural anthropologist, who can deploy a more methodical way to analyze trends.
Between a developer, analyst, researcher and anthropologist you can cover more ways social comes to life.

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

When the goal is clear and there is opportunity for discovery. When you have a clear objective in mind, it always helps to keep a northstar on what the team is trying to achieve. When there is flexibility and an opportunity to discover new insights, its creates opportunities to find new insights or places where fans may be already engaging that we may have not discovered otherwise.

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

It’s always a mix between latest breaking news, social feeds for trends or long-form YouTube videos on subjects i’m learning more about or from my favorite creators. In this last week, i’ve tracked a fan-made Dr. Pepper jingle on TikTok, cultural reactions to the Oscars and 2025 trend overviews from YouTube.

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