What led you to establish Chatterbrain?
Technology has changed the way we communicate and presents an incredible opportunity for businesses to reach and engage audiences in a way never before possible. Rather than relying on a “push” strategy and the media to tell your story, businesses should focus on getting found and engaging directly with target audiences. I see an incredible opportunity to blend the two strategies to create a lasting impression that drives audiences to your brand again and again. Think about what compels you to buy. Is it the product or service itself? For most people it’s the carefully crafted experience.
Is traditional PR and social web integration well suited for any type of business?
A resounding YES! Whether you are a B2C or B2B, small or large organization, you stand to benefit. There are no cookie-cutter strategies though—a plan should be devised with your objectives and customers in mind. It starts with listening, and obtaining insights and trends to shape a smart strategy.
What one piece of advice would you offer a company looking to form sustainable relationships with prospects, tastemakers and influencers?
It’s difficult to choose just one, but being transparent definitely tops the list. So many companies are afraid to reveal any imperfections, but that’s what being human (and relatable) is all about. Apologize when you get it wrong. Stick with the facts—don’t embellish. Let customers tell you what they like and don’t like about your company, and listen. If a product or service doesn’t cut the muster, have the guts to admit it. Then make it right. Transparency builds trust and loyalty, and will ultimately help grow your business. It’s no longer optional.How do you think social web engagement trends will change the way businesses interact with audiences in the future?
The million-dollar question! Right now, most people simply consume social media—they are not active participants. We will start to see more and more people embedding social media into their lifestyle, which will drive businesses to become much more social. Content curation will be super hot, and those who help users capture info and share their experiences will definitely have an advantage.Also entering the picture in a big way is the need for businesses to be authentic, honest and transparent, and to react quickly. You will see organizations reconstruct their philosophy, culture and infrastructure to accomplish this. This means that every “piece” of the brand will socialize—it may start with the communications department and filter into sales, tech support, research and development, etc.
Where do you turn for inspiration?
You mean besides a cup of coffee? Inspiration is everywhere and sometimes we simply need to be mindful to take notice. Travel offers great inspiration, providing an opportunity to learn about different cultures, experience amazing sights and simply dream. I also find inspiration in young people unsatisfied with the status quo who are taking action. Other sources: music, art, my RSS feed, books, food, fashion, adventure, and the ridiculous. A few websites that never fail to spark ideas: Shiny Shiny, Gizmodo, Cool Hunting, Yatzer, Splendora, and Slashfood.
Where can we find you when you’re not at work?
When I manage to tear myself away from my laptop, you will find me in my kitchen, on a running trail with my furchild, reading to elementary school students, dining at the newest eateries, oogling over hand-blown glass art, strolling through a vineyard, exploring other countries with my husband, chatting it up at coffee shop, or tearing up the ski slopes.