Prologis’ head of social on why people-first beats brand-first

In an era where social media trends proliferate at breakneck speed, many brands struggle to determine which ones to embrace. Natalie Calvo, head of social media at Prologis, has a unique perspective on this challenge. Her career path, shaped by curiosity and a desire to explore diverse interests, has led her to advocate for a "people-first" approach over the ubiquitous "brand-first" strategy.

Calvo's journey began in a Cuban-American household where Spanish was the primary language spoken at home. While she was fluent in Spanish conversationally, her professional training was in English and AP style, creating a gap in her ability to communicate professionally in her native language. This early influence shaped her career choices, leading her to start her career in Chicago instead of Miami, where she could navigate the complexities of Spanglish. Today, she uses Spanish daily with a Peruvian direct report living in France, strengthening both her fluency and confidence in a global role.

What originally drew Calvo to communications and eventually social media? When she was in school, she was interested in everything. So, when deciding her major before college, she was torn between economics and chemistry and a few other subjects. She chose communications as a way to have a career focused on self-education while still doing something she cared about and having the flexibility to switch between different topics. Her mother was a teacher, so the concept of learning was deeply ingrained in her.

Calvo's career trajectory reflects her curiosity and adaptability. She transitioned from agency work at Burson to leading social strategy at Prologis, where she navigates complex topics like electrification and energy. Her mindset of continuous learning has been a driving force in her professional journey.

In the fast-paced world of social media, it's easy for brands to feel the need to jump on every trend. However, Calvo emphasizes that not every trend requires a brand's voice, and jumping into all of them can backfire. A "people-first" approach, she argues, is more sustainable and effective. By prioritizing genuine engagement with audiences, brands can build stronger, more meaningful connections.

Calvo's experience in a multicultural environment has also influenced her approach to communication. Her early struggles with professional Spanish communication led her to value the importance of understanding different perspectives and adapting her messaging accordingly. This has been invaluable in her global role, where she must communicate effectively with a diverse team.

As social media continues to evolve, Calvo's advocacy for a people-first strategy offers a refreshing alternative to the relentless push for brand-centric content. By focusing on genuine connections and meaningful interactions, brands can foster loyalty and trust, ultimately leading to more sustainable success in an ever-changing digital landscape.