Patricia Fernández
Founder of Social Listening Co. / Social Listening Specialist & Educator.
I help professionals and teams understand what people really think, need and feel online through Social Listening.
My work focuses on making this discipline accessible, practical and genuinely useful for real decision making in marketing, communication and reputation management.
I come from a science background and moved into digital and social data more than a decade ago. Over the years, I discovered how powerful Social Listening can be when it is explained in a simple, strategic and human way.
Identify opportunities, improve processes, and prevent crises.
Recognized as one of the Top Social Intelligence Influencers 2025
I spent more than six years working in Social Listening inside global organisations, including The Coca-Cola Company, where I supported teams across Europe, collaborated closely with agencies and helped build more confident, data-informed workflows.
I’ve worked with agencies such as WPP, Ogilvy, Findasense and Comdata, helping them understand audiences, prevent crises, identify trends and support better content and marketing decisions through social data.
Why I Created Social Listening Co.
Social Listening is often misunderstood or simply invisible inside companies.
Many teams know it “should” be useful, but few know how to apply it in a clear, structured and strategic way.
I created Social Listening Co to teach Social Listening in a way that feels human, simple and directly useful from day one.
How I work with you
I work with you, not for you. We start with your challenge, define what to listen to, and set clear criteria to evaluate and compare tools. I provide you with methods, exercises, and templates so your team can apply Social Listening daily without depending on me.
My commitment: clarity, practicality, and helping you think strategically with real data through guidance and training without selling tools or delivering generic reports.
How I Teach Social Listening
Practical and Strategic Approach
My trainings are not theoretical. I teach how to apply Social Listening in real situations, creating measurable impact on business and communication.
Constantly Updated
I integrate AI and emerging trends into all my programs
Flexibility Without Compromising Quality
Online, modular, and self-paced courses with bi-monthly support sessions and an active community that guides you along the way.
International Experience
I’ve worked with both brands and agencies, adapting the approach to your specific context.
Multi-Tool Training
You’ll learn to use and compare leading and affordable tools without relying on a single platform.
Cultural Adaptation
Content designed in Spanish for Spain and Latin America, with relevant and relatable examples.
What is Social Listening and why is it important?
Social Listening isn’t just about monitoring social media or digital platforms. It’s the art and science of actively listening to what your audience says online, their opinions, needs, frustrations, and emotions.
Through Social Listening, you can:
Detect reputation crises before they escalate
Optimize marketing campaigns in real time
Identify new business opportunities
Improve products and services based on real feedback
Truly understand how your customers perceive you (not just what they tell you)
If traditional market research is a static photo, Social Listening is a real-time video.
Today, those who don’t listen get left behind.
How can I help you?
Practical Online Courses
From your first analysis to professional-level strategies..
Consulting sessions
Personalized guidance for specific challenges or client projects.
Live Masterclasses
Short and inspiring sessions with real examples and space for questions.
Everything is designed to help you move from intuition to decisions based on real data.
If you want to understand your audience, make better decisions and bring Social Listening into your work with confidence and clarity, I’d love to guide you step by step.