We recently connected with Naomi Osborn and have shared our conversation below.
Naomi, so many exciting things to discuss, we can’t wait. Thanks for joining us and we appreciate you sharing your wisdom with our readers. So, maybe we can start by discussing optimism and where your optimism comes from?
For me, optimism and gratitude go hand-in-hand. But to be able to tap into gratitude, we must first cultivate the practice of observation. There will always be both good and bad things to observe but the practice of observation with a grateful mindset will attract appreciation and then optimism for the next thing to be grateful for!
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
I work as a digital communications strategist and content director for small and large brands — both as a freelancer and also part of a cutting-edge female run collective in Minneapolis called JBD that acts as a hub for talented and ambitious freelancers to work on projects and clients that excite them in a supportive, forward-thinking environment. I have always been adept at noticing small details that others overlook and am skilled at being able to tailor my perspective on a situation to be micro or macro or both simultaneously. Noticing specific elements that make up a brands presence in digital realms allows me to better understand their efforts as well as discover opportunities where a change in tactic or approach would better help them reach their communications goals and stay relevant in the ever-evolving digital landscape.
I grew my career working in social media and found that I have a knack for combining expertly detailed and thorough research with good ‘ol human understanding to bring insights to clients that are both backed by data and incredibly human and empathetic to how people use social media and what they expect from it.
I truly value everyday people’s support of brands and consider it an honor and privilege — I don’t take it lightly that my work appears alongside peoples loved ones and special memories on social media. For me, digital communications isn’t just about the latest trend or the biggest numbers — it’s about helping people realize their aspirations and if a brand can be a part of that they are extremely lucky.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Being adaptable is very important when working in digital realms. While growing skills, it can be very tempting to try and settle into a rigid process or approach that has yielded good results in the past but in doing so you are denying clients the benefit of your learned experience. I believe that clients deserve a thoughtful and tailored approach and while it makes sense to have certain frameworks for how to approach the work for efficiencies sake, one should never have process blinders on that won’t allow them to notice what they find and uncover genuine insights.
I sincerely believe that anyone working in social media should have an empathetic approach to how they work on content and strategy. To truly understand what might resonate with people outside of yourself, savvy strategists know that they must consider others outlooks and approaches — not make “safe” decisions based solely on trends or follower counts. This approach is inherently empathetic and creates the foundation for genuine connections to occur both on and offline.
A very tactile piece of advice I have for strategists is to inspire everyone you work with, from clients to creatives, with thoughtful questions at every stage of your time together. It puts you in an empathetic headspace right away and opens doors you didn’t even know were possible. Don’t get in your own way by saying no, instead approach every conversation with genuine curiosity and the discipline to listen.
Any advice for folks feeling overwhelmed?
Feeling overwhelmed is a natural part of existing in this big and complicated world. I joke with people that peoples bad behavior on social media can sometimes feel like the updated version of road rage — a place where people go to siphon off their big feelings of overwhelm. Practicing gratitude and connecting with people who care about you is a good tactic to keep problems in perspective and move forward one day at a time.
Contact Info:
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Instagram: Naomi___Osborn
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Email: naomi@jbd.agency
