All work

Intuit Credit Karma · 2026

The Social Signal

A weekly community intelligence report I designed and wrote from scratch. Every issue turned a week of TikTok, Instagram, and Reddit conversation into sentiment, competitor context, and content ideas the team could act on.

Social listeningReporting

Role

Social Strategy Intern

Timeline

June 2026, weekly

Channels

Tools

Sprout Social, TikTok native analytics

Cover: The Social Signal, Community Intelligence and Social Listening Report, Issue #1, prepared by Nate Walker.Top takeaways: Credit Karma is the only brand in the red, SoFi's big week isn't about its product, and Trust and Accuracy concerns spiked 762% week over week.At a glance: share of voice pie chart against Cash App, SoFi, and Chime, TikTok keywords to watch, notable moments, and sentiment shifts.Sentiment snapshot: Instagram 62% strong, TikTok 41% moderate, Reddit 34% weak, with share of voice, sentiment scores, and weekly signals.Community voice: three real comments with platform and theme tags, plus community signals paired with an action plan.Content opportunities: three community signals turned into content ideas, each mapped to a content pillar.Spotlight: SoFi's playing the long game, with 73% of its engagement coming from stadium and festival conversation.
June 2 to 9, 2026 · tap a slide to enlarge1 / 7

By the numbers

762%

Week-over-week spike in Trust and Accuracy concerns, flagged in Issue 1

8

Content ideas pitched from community signals

3

Platforms tracked every week, plus four competitors

6

Recurring sections in every issue

Issue #3 finding: likes per community management comment

  • Instagram~57 likes
  • TikTok~33 likes

Instagram drove more engagement per comment even as TikTok volume grew.

Anatomy of an issue

  1. 01

    Top takeaways

    The three things to know this week, each tagged by platform, readable in under a minute.

  2. 02

    At a glance

    Share of voice against Cash App, SoFi, and Chime, trending TikTok keywords, and the week's notable moments.

  3. 03

    Sentiment snapshot

    Positive, negative, and neutral split per platform, with a Strong, Moderate, or Weak rating and the signals behind it.

  4. 04

    Community voice

    Real comments that capture the week, paired with an action plan for what the team should do about them.

  5. 05

    Content opportunities

    Signals turned into specific content ideas, each mapped to a content pillar.

  6. 06

    Spotlight

    One deeper dive per issue, like a competitor's strategy or why Reddit needs its own playbook.

The problem

Credit Karma’s social team had plenty of data in Sprout Social, but no single weekly view of what the community was actually saying across TikTok, Instagram, and Reddit, or how that compared with competitors. Insight lived in dashboards that took time to read and were hard to share.

What I did

I designed The Social Signal from scratch: a short, visual report with the same structure every week, so readers always knew where to look.

Same format, new signal

Each issue followed six fixed sections, from top takeaways to a deeper spotlight. A fixed format meant the team could skim it in minutes and compare week to week without relearning the layout.

Numbers with a “so what”

Every stat came with a reason it mattered and, where possible, an action. A sentiment dip came with the themes driving it. A trending keyword came with the content idea it pointed to.

Context, not just counts

I tracked Credit Karma against Cash App, SoFi, and Chime, and called out when a number was misleading. In Issue 2, for example, I found that four Reddit accounts were behind 549 posts and a meaningful share of negative sentiment, which changed how the team should read Reddit’s numbers.

From listening to content

Every issue ended with content opportunities tied to real conversation, like a first credit card explainer when “getting my first credit card” was trending over 1,000% on TikTok.

The result

The report directly informed Credit Karma’s FY27 content strategy. Across three issues it surfaced eight content ideas, flagged a 762% spike in trust concerns, and gave the team a recurring read on where Credit Karma stood against competitors.

I ran it for three weeks, until my access to the analytics tools ended. The structure was built to be picked up and continued by anyone on the team.