Responsibilities
About the Team
The Comms Insights team, part of the Operations department with Global Brand & Communications, provides media analysis, social analytics, and market research insights to the Global Comms team and key cross-functional partners. We equip our stakeholders with data-driven insights that allow them to target strategies, develop messaging, and measure impact. Our work parallels the news cycles surrounding TikTok and the industry: we move fast and cover a wide range of issues.
Overview of Role
We are looking for a Media & Social Analyst to join our Comms Insights team and provide both quantitative and qualitative research that enables us to effectively navigate news cycles, measure media impact, and develop communications strategies. You will be closely monitoring the news and social media to detect key stories, narrative themes, and emerging issues, and create analytical reports distilling these findings into strategic guidance. You will also support the analysis of first-party data including survey results and in-app analytics. Your work will span multiple tools, methodologies, and topics - often all at the same time. Projects can range from tracking breaking news cycles to creating social listening dashboards to turning survey data into talking points to surfacing emerging trends by analyzing in-app data.
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Candidates should have both the skills and enthusiasm to produce high quality reports driven by data insights, turning numbers and trends into actionable recommendations. You are inquisitive by nature, familiar with how Comms/PR teams operate and the media landscape, and knowledgeable about issues in the social media space. You can react quickly to rapidly evolving issues while not sacrificing the rigor of your work, and you're equally comfortable handling a project independently as you are collaborating with teammates around the world. Ideal candidates will have the technical aptitude for learning new software and conducting both quantitative and qualitative analysis.
Responsibilities
- Active, ongoing monitoring of news media and social media for breaking stories/posts and emerging trends that need to be flagged to relevant internal teams
- Generate multiple media analysis and/or social listening reports each week across a wide range of topics and stakeholders, determining key metrics, notable themes, and overall impact to the business
- Provide real-time support (coverage tracking, social monitoring, etc.) to the Global Comms team and other key stakeholders during rapid response news cycles
- Proactively identify areas that merit reporting/analysis, such as competitor news cycles or emerging risks to the business
- Support ongoing reports that provide weekly, monthly, or quarterly benchmarks and insights
- Use market research databases and third-party studies to craft recommendations and talking points for stakeholders in the Brand & Comms department
- Support primary research including message testing and analysis of brand health metrics
- Monitor dashboards to detect emerging trends or risks, using keen judgement about what and how to escalate
- Manage relationships with vendors and agencies to guide the deliverables and support they provide for the team
- Create clear, engaging (static) data visualizations for internal and external audiences
- Actively maintain relationships across the department to become fluent in stakeholders' priorities, key issues, and ways of working
Qualifications
Minimum Qualifications
- Minimum BA or BS degree required
- Mastery of media monitoring and social listening tools (preferably Cision, Brandwatch, and MuckRack)
- Strong understanding of the key metrics required to measure Comms/PR effectiveness as well as social media conversations
- Expertise in boolean querying and working with unstructured/conversational data
- Familiarity with primary research in support of a Communications strategy, including message testing, brand health metrics, and talking point development
- Expertise in turning data into a clear, actionable narrative; ability to do this via visualizations and data storytelling
Preferred Qualifications
- Knowledge of US media landscape, including familiarity with a wide range of publications & reporters, understanding of journalism terminology, etc.
- Experience with syndicated consumer insights data sources and reports a plus (e.g. GWI, Statista, Kantar, Morning Consult, etc.)
- Familiarity with the key issues surrounding social media and tech companies, particularly in the press and legislation
- Ability to juggle multiple projects at once and handle very quick turnaround requests
- Ability to proactively identify fruitful new projects to take on or areas in need of more support, detect potential data quality issues, learn new tools/methodologies quickly, and develop strong relationships with stakeholders
- Previous experience working for a global company
- Ability to read articles and identify key words in other languages a plus!