The Social Intelligence Lab Launches the World’s First Certification Program That Independently Certifies Comms, Marketing, and Insight Professionals in Social Listening

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A new independent certification in social intelligence to meet the needs of organisations integrating social data to understand their customers.

Our Social Intelligence Growth Certification will provide our students the resources and skills needed to accelerate their work with social data, through learning from the experts who are pioneering social data analysis, and providing access to a support network of peers.

The SI Lab, a community for social intelligence professionals, has officially launched a new Social Intelligence Growth Certification. The certification is the world’s first dedicated program to help communication, marketing, and insights professionals plan, create, and deliver successful social listening initiatives.

“The Social Intelligence Growth Certification is a pivotal step for the social data analytics industry,” said Dr Jillian Ney, Founder at The Social Intelligence Lab. “There’s never been certified education opportunities for social listening practitioners beyond what has been offered from the various social data technology vendors. A structured knowledge program that enables practitioners to certify signals a point of maturity in the market. This comes at an important time as many large enterprises are increasing resources to developing centralised social listening or social intelligence departments - which quickly need to define tangible use cases, best practice, and adoption across different parts of the organisation. Our certification covers everything from good research design, essential social data analysis skills, and leadership strategies.”

A Social Intelligence Lead at a Fortune 500 Pharmaceutical Company added: “There are so many different facets to social media intelligence, such as performance analytics, data privacy, and crisis monitoring. It’s critical for professionals to have both general and domain knowledge, built through active engagement in industry organisations like The Social Intelligence Lab. Their certification program is an excellent way to reinforce and build upon that knowledge.”

The eight module Social Intelligence Certification runs over sixteen weeks, tackling the common challenges and tangible use cases of social listening in business contexts. The certification runs with a blend of pre-recorded and live sessions with a practical, learn-by-doing focus to teach key skills. The topics covered in the certification include:

Module One: Mapping Capabilities and Use Cases
This module is all about mapping your current capabilities, finding out where you want to be, and giving you the foundations of good research design to get there. You’ll get everything you need to plot where you are on your social intelligence journey, the resources you need to help get you more buy-in, how to create good research design, and inspiration of where you can use social data in future.

Module Two: Data Integration
As with all information, social data typically brings most commercial value when it is integrated and triangulated with our sources. These sources may range from survey data to internal commercial metrics and from huge quantitative databases to individual customer quotes or observations. How should insight professionals best navigate this evolving data landscape? What should we reasonably expect to do? What is sensible and how should I best go about it?

Module Three: Humans versus Machines
Social data analysis is often synonymous with technology but does it have to be that way? Will AI take over the role of social data analysts? Will social insights be automated? This module explores the balance between humans and machines in social intelligence. You’ll get the knowledge you need to know when tech or smart people are the solution, how to understand the role of machine learning and call BS on bogus claims, as well as a view on alternative ways to generate insight from social data. You’ll even get to build and train your very own AI model.

Module Four: Build a Social Intelligence System
Social listening platforms are innovating to keep with the demand for better technology by integrating audience analytics, natural language processing (NLP), AI, machine learning and linguistic analysis to decode social media conversations from various sources. The emergence of social intelligence is disrupting the industry by taking a different approach at analyzing social media conversations and behaviour. New platforms are taking it one step further and dissecting audience conversations, and identifying unique affinities, characteristics and media consumption to give a more in-depth and accurate view of the data. This module explores social intelligence at a high level and also delivers actionable takeaways to help you develop your social intelligence system.

Module Five: Social Intelligence Brand Health Tracking
One of the most common use cases for social intelligence is to track brand mentions to manage brand reputation. In fact, we find that the organisations that have heavily invested in social intelligence have done so because it has helped them move through a brand crisis. This module looks at social intelligence brand tracking, the different approaches, how they can be standalone or integrate with other brand reputation management efforts, and what the path to social intelligence maturity looks like.

Module Six: Social Intelligence Marketing Strategy
One of the most common use cases for social intelligence is for insights to inspire content, campaigns, and brand communications. Often referred to as data-driven storytelling, this module will explore different techniques, approaches and methodologies where data can be used to find market white space. From editorial, content strategy and narrative creation to building audience personas, paid segmentation and media relations, data can be extremely actionable and yield exponential results.

Module Seven: Consumer Behaviour, the Emotional Side of Social Data
Now it’s time to understand the “why”. Why people think, feel and act the way they do. Social data is pretty amazing. It’s a constant stream of people pouring their hearts out - sharing their lives, their feelings and actions. There’s a richness to it that goes way beyond the ability of the tools to capture.

This richness can be super powerful. It can give you deeper insights into what drives and motivates people. We’re going to show you how to use this to build a better strategy, innovate more effectively, and communicate with more impact.Getting to “why” needs a different set of skills. It won’t just jump out of a dashboard. In this module we’re going to give you the inspiration, knowledge and capabilities you need to add this more human side, to your Social Intelligence skill set. We’ll show you how to access it, what it means and how to use it to create value for your business.

Module Eight:
The difference between reports that stick and spread throughout the organisation and just another interesting piece of information has rarely anything to do with the quality of the insight itself, but the quality of how it is communicated. That is why it is imperative as an insights professional that we build our capabilities in storytelling. Building effective stories from data that engage audiences, motivate decision makers and mobilise action takers is possible - with the right roadmap, ways of working and blueprints that this module provides.

The certification, created with some of the world’s leading experts and companies in social data analysis include: Ipsos, Listen + Learn Research, Audience Strategies, Convosphere, Converseon, Insight Narrator, Audiense, and analytics expert Michael Brito.

Leendert de Voogd, Global Head of Social Intelligence Analytics at Ipsos commented:
“With so many possible applications to a range of business questions (innovation, communications, audience and customer understanding and more) social data provides an ever expanding, flexible source of insights. With this flexibility comes the growing need for consistency; both in terms of how we analyse this content and in our ethical care of user data. This certification is a great way to ensure we are all speaking the same language; we must all be accountable for educating ourselves.”

“Our Social Intelligence Growth Certification will provide our students the resources and skills needed to accelerate their work with social data, through learning from the experts who are pioneering social data analysis, and providing access to a support network of peers. We’ve also sought external accreditation from the CPD Standards Office to ensure the quality and relevancy of the certification” added Stephanie Pickerill, Head of Community and Content at The Social Intelligence Lab.

You can find out more about the Social Intelligence Growth Certification and how to apply at:


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About The Social Intelligence Lab
The Social Intelligence Lab is the first academy and community for social data practices. Founded by Dr Jillian Ney, the UK's first Dr of Social Media and Digital Behavioural Scientist in 2018 as a place for everyone using social data in their roles to get the support they need, and help all businesses get value from social data. We do that through content, community, events, peer support and our training and development academy. Our aim is to support, guide and connect you with what you need to find success with social intelligence.

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