Tara Clark, Head of Social Media Analytics @ BBC
Jaya Deshpande, Senior Social Media Analyst @ BBC
Tara and Jaya lead the social listening team at the BBC. They work across the organization to enrich the media experience with data-driven audience insight. Their team aims to support social practitioners, researchers, journalists, and senior stakeholders in getting the most out of social listening through training, bespoke research, and development of new technologies. They build customized research solutions that are used to better target, activate and engage viewers and listeners within the social media sphere.
Together they have built up the BBC’s skillset and understanding of social listening by making it an essential cornerstone in audience strategy and planning. They continually drive the agenda by leading in-house workshops and writing thought-leading research for the business.
At the BBC we put the Audience at the heart of everything we do. As part of this, we try to integrate perceptions of our brand, programmes, and services into all aspects of the business from feedback, to coverage, and campaign performance.
In this presentation we’ll be taking you through how we structure social listening at the BBC. How we connect the dots of social analytics within our business, and the successes (and failures) we’ve had along the way.