Interview: Toni Jones, U-Haul on Deriving Business Insights from Social Media
Tags: Advice, Analytics Strategy, Data, Interview, Marketing, Social Media Analytics, Toni Jones, U-Haul
We discuss social media strategy at U-Haul, the key drivers of a social media campaign, identifying what data to focus on, important metrics, career advice and more.

Here is my interview with her:
Anmol Rajpurohit: Q1. What are the goals of the social media team at U-Haul? Besides increasing the social media referral traffic to the website, what are the other priorities of your social media strategy?

AR: Q2. What factors do you believe are the most important drivers of a social media campaign?

AR: Q3. Given the tremendous amount of data available over social media, how do you decide what data is meaningful? Once you know that, what do you do with that data?

AR: Q4. What are the aspirations of marketing and product teams from the social media team? What are the key social media metrics sought by the various business units within U-Haul?

TJ: As you might expect, our Marketing and Product teams are interested in referral traffic and conversions driven by social media. And so, we continue working with them to provide perception insights, including sentiment and discussions around our products and services.
AR: Q5. What is the best advice you have got in your career?

AR: Q6. What are the key skills that you look for when hiring for Social Analytics related positions on your team?
TJ: When it comes to social analytics, the most important trait is to have the ability to not only understand data and its origin, but also how specific data is related to our business objectives. One cannot work without the other.

AR: Q7. What was the last book that you read and liked? What do you like to do when you are not working?
TJ: I’m just finished reading “Think Like a Freak” by the authors of “Freakonomics”. It’s a great read that offers an interesting perspective on analysis. Not working? This is social media; we never stop working! =)
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