Google Brand Social

 

Focused on auditing Google’s current social media structures and implementing solutions that enable teams to drive stronger, measurable brand impact.

Measurement Refresh

Audited and then redefined Google’s global organic social media measurement metrics and approach. The focus of this work was to ensure that social media efforts map back to actual brand impact. This was done via an audit that reviewed Google’s measurement structure and the research that underpinned that approach. Additional research was commissioned using factor and regression analysis to clearly analyse the previous social measurement approach against current thinking. This work helped redefine and restructure a new direction for Google’s social measurement approach that has been accepted company wide.

 

AI Tooling

Building multiple tooling solutions that:

  1. Automate post-tagging to standardize tags across product areas and ensure clean data for analysis.

  2. Predict content performance using historical data, virtual audience testing, trend signals, and real‑time context.

  3. Support influencer alignment with Google by making fees and performance transparent and recommending influencers based on business goals and budgets.

 

Content Quality Analysis

Reviewing the entire Google global portfolio organic social assets to review content quality and define quality and content trends in relation performance. The in-depth study took a step back from just metrics to review content quality, the characteristics of each piece of media, and then mapping it back to performance.

 

AI Analysis

Deep dived into how global social teams use AI to create, review, and analyze social content, examining real workflows, tools, and decision points. Outlined clear, practical paths to unify efforts across regions and functions, and to build new global solutions that amplify impact and reduce duplication. Concluded with a plan for transitioning these practices into a cohesive, aligned global structure that supports consistent governance, measurement, and scalable collaboration.