In this 10 questions with blog, we spoke to Becca Peters, Digital Manager at Time to Change to hear her advice & top tips.

Q1: How long have you been the Digital Manager at Time to Change and what led you down this path?

I’ve been the digital manager here for two years – I first discovered the wonderful world of digital when I was temping as a PA at a disability charity a few years ago. I sat next to someone who was running their website and social media, and got into it from there. Eventually they created a role to help the team increase their marketing impact, I applied, got the job and now can’t imagine working in any other field.

Q2: What do you wish somebody told you when you were 16?

It won’t be on the list of careers explored in the classroom, but you’ll stumble onto something you love that you don’t yet know exists, keep going.

Q3: What’s top of your bucket list?

It’s not a lot to do with digital, but Japan is nerd heaven, I’ve always wanted to go and hope one day it will happen!

Q4: How do you see the marketing industry changing in the next five years?

One thing I’ve loved watching is how much more power is in the hands of the user. We’re not passive recipients of bland and blanket marketing anymore, we have more choice, control and with that higher expectations of the brands we engage with – I’m looking forward to seeing more of that as time goes on.

Q5: What is your top tip for creating a successful social media marketing strategy?

Start with people, and really understand them as people, not just broad demographic groups.

Q6: Why do you like using Meltwater and how does it benefit you and Time to Change?

A big part of our work is finding and amplifying user-generated content. We’re a social movement, so finding and celebrating the unsung heroes of our campaign is vital to us and we wouldn’t be able to achieve this so successfully without Meltwater finding and filtering those for us.

Q7: What is your favourite part of your job?

I like the feeling that we’re making a difference, enabling whoever wants to be part of the campaign to get involved in a meaningful way and help change public perceptions of mental health. I’m lucky to have a fantastic team and amazing supporter base that makes this feel possible.

Q8: How do you measure marketing communication ROI?

In a lot of different ways, but for me it’s about whether we can build an engaged community that then go on to take measurable actions, i.e. taking part in our annual Time to Talk Day, making a pledge to end mental health discrimination, using our tools and resources in workplaces and classrooms or becoming active champions in their local community.

Q9: If you could step into the shoes of one business person for the day, who would it be and why?

Mark Zuckerberg. He’s such a great example of someone who believes that anything is possible and he won’t stop until he’s achieved it. Generally work can be really challenging and stressful, he’s a big inspiration for me to keep pushing through the barriers.

Q10: What are your aspirations for the future of Time to Change?

I’d love for there not to be a need for us anymore – we’re heading in the right direction, public attitudes to mental health have changed a lot in recent years, but there’s still a way to go. I’d like to see society get there, for everyone.