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Segments that are actionable in media are the first priority, so see how their personas could be integrated into yours. Also do some due diligence to see if/how their segments look in media.
If the insights are purely about messaging, it’s a give and take because you are both right. However, there are often insights that don’t show up in social listening because people don’t go there to talk about all of their challenges/needs/barriers/drivers. You need to work together to prioritize and shortlist. A comms framework with barriers/drivers should help.
Not to mention social listening tools often over measure Twitter and under measure everything else. So it can skew the reality of the targets based on data available. I fully agree w VP here. Build a comms framework with your team, try to fit the groups into one another