Most brands are looking at the wrong data. 

Worse still? You don’t know what to do with it.

This week, Verity sits down with Jazmin Griffith (Social Strategist, Content Creator, and Founder @ Social Listening Studio, queloque?). Jazmin pulls back the curtain on what real listening looks like today – and why it’s about far more than sentiment & mentions.

From decoding niche communities to spotting Reddit-born Super Bowl ideas, Jazmin reveals how brands can shift from ‘monitoring’ to meaningful intelligence. If you’ve ever asked, "what do we actually do with this data?", this chat delivers your answers, fast.

Listen to learn how to:

• Use The 5 Cs to Guide Listening: Jazmin’s framework covers Content, Culture, Community, Creators, and Channels; and shows how to unlock insights across all of them.

• Get Past Vanity Metrics: Surface-level engagement doesn’t tell the whole story. Hear how to uncover what’s really working.

• Spot What Creators Aren’t Saying: Jazmin explains how the most valuable signals are often hidden in broadcast channels, DMs, Substacks, and Slack groups.

• Build Listener-Led Briefs: Why reactive brands are losing, and what it takes to create culturally relevant, high-performing content today.

• Think Beyond the Grid: Why Threads, Reddit, and even Substack might be the whitespace you’re overlooking – and how to know if it’s time to pivot your channel strategy.

This one’s sharp, strategic, and packed with takeaways.If you’re in social or strategy, do not skip it.

Chapters

00:00 – You Think You're Listening. You're Not.

02:04 – The Reddit Insight That Sparked a Super Bowl Ad

07:46 – Why Most Social Teams Still Get This Wrong

12:35 – The 5 Cs That Should Shape Every Strategy

18:00 – What Creators Know That Brands Miss

22:00 – Listener-Led Briefs > Brand-First Briefs

27:56 – Culture Is Not Your Playground

30:02 – Community Isn’t Comments

36:17 – Where Your Brand Should Actually Show Up

41:00 – 3 Signals Smart Marketers Are Already Tracking

Rate & review Building Brand Advocacy:

Apple Podcasts

Spotify

Connect with Jazmin:

On LinkedIn | On Instagram | On TikTok

On queloque?’s Website

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