Interdependence

Most brands have no shortage of content, but the harder question is whether any of it proves the claim being made. Laura Waldron, Vice President, Public Relations at Interdependence, explains why the best stories often begin with something the business can demonstrate, whether that's a result, a pattern, a customer behavior or a meaningful change in the market. Read the full article: https://bit.ly/4y2hUG8

An AI summary can be accurate and still miss the point of the company. Mattie Ellis (Van Gundy), Account Director, Professional Services at Interdependence, explores what happens when the facts are technically right but the expertise, differentiation or proof is missing, and what brands can do to give AI systems a fuller story to work with. Read the full article: https://bit.ly/4h7yxu4

Copy can be translated in a day, but a social strategy can't. In her latest article, Heather L., Vice President, Social & Digital at Interdependence, looks at the decisions global teams need to make around culture, platform behavior and local control. She also explains why using the same playbook everywhere often produces weaker work rather than greater consistency. Read the full article: https://bit.ly/4yTwEr6

Traditional search trained brands to think about winning the visit, but AI-led search puts more weight on whether a source can answer the question clearly enough to be useful without one. That exposes a common gap. Many websites explain the company well once a buyer is already interested, yet they do very little to answer the questions that come earlier: What is this category? When would someone need it? What are the tradeoffs, and how should the options be compared? A useful GEO audit should look at those questions, the answers already appearing and the expertise the company can add. The opportunity isn't to publish another stack of generic pages; it's to contribute something specific enough to be worth citing.

A performance report can show how many people clicked, watched or shared, but it rarely captures what confused them, what they pushed back on or which phrases kept showing up in the conversation. That's often where the more useful information sits. A recurring question may point to an explanation that isn't landing, while a skeptical comment may reveal an objection sales hasn't heard yet. And when the same language keeps appearing, it may be a better reflection of how customers describe the issue than anything in the original brief. Those patterns shouldn't stay with the social team. They can inform FAQs, media preparation, ad creative, sales materials and, in some cases, the product itself.

For the last two days, we brought our entire company together in Milwaukee for Interdependence IRL. We're a remote-first team, so time in the same room is rare and precious. We used every minute of it. Lots of fun, lots of laughs, lots of inspiration, and real time to connect, collaborate, and create together. We shared where the company is headed and the vision for what's next. And we got to spend two days surrounded by this talented, kind, wonderful team - the people who make amazing things happen for our clients every day. Excited to keep building, innovating and growing together. #Interdependence #InterdependenceIRL #CompanyCulture #RemoteWork #Team

Follower count and engagement rate tell you part of the story, but the comments often reveal something that's much harder to capture in a media kit. Are people asking the creator for advice and sharing personal experiences, or is every post followed by the same generic reactions? Does the creator respond thoughtfully, and does the audience trust this person on the subject the brand wants them to discuss? That quick review won't replace a full vetting process, but it can tell you whether the relationship between the creator and the audience is actually strong enough to support the partnership.

We’re hiring! Interdependence is growing our team across #Health and #B2BTech. Open Roles: ➡️ Vice President / Senior Vice President, Health ➡️ Senior Account Executive, B2B Tech We’re looking for experienced communicators who bring strong strategic thinking, trusted client counsel, and a collaborative approach to the work. Apply here: https://bit.ly/4r3lxsD

A cheap click isn't always a good click. Low cost-per-click can look like a win, especially when a campaign is delivering volume. But a broad promise can attract plenty of curiosity without moving the right buyer any closer to a decision. The better read comes after the click. Did people stay, move deeper into the site and find what the ad led them to expect? And did the audience resemble the market the business actually wants to reach? Efficiency matters, but only when it's connected to the audience quality and behavior the campaign was built to produce.