Hershey’s Social Listening Playbook
Update: 2025-11-05
Description
Ever wondered how a wave of customer requests can spark a brand-new Reese’s flavor? This week on the Social Media CX Podcast, I’m joined by Paige Walker from Hershey’s—and this one is extra sweet.
Paige, Manager of Cultural Intelligence & Trends, takes us behind the scenes of how Hershey's evolved from reactive social care to a full-blown cultural listening machine. We talk about:
- The actual ROI of social listening
- How AI tools like Quid and Viral Moment uncover hidden trends
- Turning TikTok videos and Instagram DMs into campaign strategy
- The Reese’s + Oreo story that proves consumers are co-creators
Whether you're deep in CX or still getting buy-in for better customer care, this episode will have you rethinking how your brand listens.
🎯 Want to uplevel your social customer care? Check out my LinkedIn Learning course: bit.ly/B2LICare
Mentioned in this Episode:
- Connect with Paige on LinkedIn
- LinkedIn Learning Course: Mastering Social Media Customer Care
- Quid social listening platform
- ViralMoment video AI tool
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