Social media isn’t just noise—if you know where to look, it’s a goldmine of insight.

In this Summit 2025 replay, Paige Walker from The Hershey Company shows us how her team turns social conversations into smart business decisions. From campaign adjustments to product innovation, you’ll get a behind-the-scenes look at how insights fuel strategy at one of the world’s most iconic snacking brands.

What you’ll learn:

• How to extract real meaning from large datasets

• Techniques to track shifting trends and sentiment

• What actually happened when Hershey changed its beloved Kisses holiday ad

• Why social listening played a role in launching new products (like freeze-dried Jolly Ranchers )

This is a great watch if you’re working in brand, insights, or communications—and want to make better, faster decisions using data you already have.

Speaker: Paige Walker, Associate Manager, Consumer Insights, The Hershey Company