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Social Media Strategy during COVID-19

Social Media Strategy during COVID-19

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In an instant, we’re now living, communicating, connecting and buying differently than ever before. As a brand or organization, how can you pivot to meet consumers where they are? It’s critical to revisit your social media strategy during COVID-19.

With no guarantees on how long our current social distancing will last, social media is emerging as the primary way people access content of all kinds.

This is a unique opportunity for brands to reinvent the social experience for existing and potential customers, and for organizations to nurture supporters. We’re moved by the advice of Sherry Turkle, professor of the social studies of science and technology at MIT:

“‘What can I authentically offer? What do people need?’ If, moving forward, we apply our most human instincts to our devices, that will have been a powerful COVID-19 legacy.”

Specifically, live video is having a moment. Millions of people are tuning in for everything from live-streamed concerts to cooking demonstrations to virtual workouts. Twitter has always been a platform to see what’s happening in the world, and we’re seeing communities using it in both familiar and new ways.

The time to act is now, and there are ways for brands of all kinds to use live video for their benefit and improve their social media strategy during COVID-19. To get started, consider these questions:

What need can you best serve?

Are you best positioned to entertain, educate, inform or inspire? Consumers are yearning for each of these things right now, so think about what your brand can offer that’s authentic and valuable.

What do you want to accomplish?

Brands are using live video to replace in-person experiences, host Q&A sessions with their experts, offer DIY lessons, spark conversations with/among their consumers, gather research and insights and more.

Where should you stream?

Some options include Facebook Live, Instagram Live, IGTV, YouTube live stream, Google Hangouts, Twitter and Twitch — and there are more. It’s important to look at your audience and how/where they consume media to determine the most effective channels, syndication strategies and paid amplification opportunities.

How are you nurturing these consumers?

It shouldn’t be one-and-done. Think about strategies to engage your audience on a consistent basis, how you can keep your finger on the pulse of what they need and ways to create additional touchpoints across your marketing mix.

Devise a Strategy

Our team of brand marketers can walk you through these questions and recommend the most effective ways to update your social media strategy during COVID-19. We have a pool of influencers across every vertical: we can identify and engage your most loyal fans to help tell your story to their trusted communities.

Contact us for a virtual consultation.

The Power of Community During COVID-19

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During what may feel like the most challenging of times, we’re seeing some of the best of humanity: the power of community during COVID-19 is something to behold. While social distancing separates us physically, social media is serving as a bridge, a means of lifting each other up: neighbors are helping neighbors, banding together, eschewing the idea of shutting themselves in to instead reach out (safely/virtually) and give what they can to those who need it.

As we think about the days and weeks ahead, it’s more important than ever to preserve the idea of community. We always have — and always will — celebrate the power of online connection.

The Power of Stories

We’re uplifted by stories like these:

  • Educators of all kinds are willingly sharing their lesson plans, resources and ideas for keeping minds engaged while learning virtually.
  • Artists, authors and storytellers are openly sharing their gifts and hosting demonstrations and tutorials solely via social media.
  • Community organizations are setting up “buddy systems” for neighbors, matching volunteers with elderly neighbors or people with compromised health.
  • People are using their Instagram accounts to highlight small businesses and how we can patronize them. Highlights have included everything from artists & makers to fitness instructors to independent book sellers, and so much more.

the power of community during COVID-19

We’re all in this Together

The Motherhood was founded after leading an online blogger relief effort immediately following Hurricane Katrina. We know there is real power in mobilizing social media communities online during a crisis, because we’ve lived it firsthand. The Motherhood is a play on the word neighborhood directly because of the community and neighboring we witnessed during Katrina.

It’s 15 years later, but the fundamentals remain the same.

Everyone has a story to tell, and yours may be just what someone else needs to hear to rise above the challenges of our current reality.

As Fred Rogers, our beloved hometown figure, famously said, “look for the helpers.” We’re committed to supporting our partners and shining a spotlight on the power of community during COVID-19, so please reach out if we can help you in any way.

Coronavirus Resources for Families

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There’s no doubt about it, the current health crisis has turned our lives upside down in just about every way, and there is an undeniable need for coronavirus resources for families to help us get through this challenging time. Fortunately, with so many new virtual experiences, resources and ideas, social distancing has the potential to make us feel more connected than ever.

The New York Times said it best,

“If there is a silver lining in this crisis, it may be that the virus is forcing us to use the internet as it was always meant to be used — to connect with one another, share information and resources, and come up with collective solutions to urgent problems.”

We believe now more than ever in the power of community, connection and the sharing of ideas that improve all of our lives. Even as we remain inside our homes, our minds and hearts can travel much farther. In that spirit, here are some of the many coronavirus resources for families that you can take advantage of while we all do our part to flatten the curve. You’ll find ideas to help you learn, laugh, work, play and so much more.

Explore 

Kids’ Education and Activities 

Adult Education

Fitness and Health

  • Joe Wicks has set out to become everyone P.E. teacher with new videos everyday suitable for all ages
  • POPSUGAR Fitness has some free and many discounted class to get an at home workout
  • MindBodyGreen has made five of their popular wellness classes free
  • Insight Timer is a free meditation app for Android and iOS that provided guided meditations, ambient noise, and even ways to connect with the community
  • Down Dog yoga app is offering free classes specifically while people can’t get out to studios and gyms
  • 3 Minute Fitness has online videos for a full body workout
  • Yoga With Adriene is a favorite YouTube channel with so many yoga practices, you can pick your time frame and targeted muscles. She also does mediations to help with anxiety.
  • Really, Really Short Workouts

Performances and Things to Watch 

Tips and Tricks

WFH and Small Business

  • Not used to working from home? Here are some great ways to help you get back into a productive headspace
  • Shine Registry is actively adding to a doc with resources for businesses, freelancers, artists, WFH, and more
  • Pittsburgh Technology Council is offering Business as Usual, a new and interactive daily web call series. This series is designed to give you access to Pittsburgh’s leading entrepreneurs, government officials and other executives from our region’s manufacturing, life sciences and technology communities.
  • Video conferencing? Have a little fun by changing your Zoom background.

Social Action and How You Can Help 

  • No Kid Hungry helps to get meals to kids in schools. With kids not being able to get school meals as easily as before, they need your help more than ever.
  • 7 Ways to Support the Small Businesses in Your Community During the Coronavirus Crisis
  • HundrED Quality Education for All during Coronavirus searches for solutions and ways to make education possible by putting all our heads together

Feel Good 

What else?

Do you have or know of coronavirus resources for families that our readers should know about? Drop the info in a comment so everyone can check it out.

We’ll be updating this list on an ongoing basis, so check back for new additions.

 

Special thanks to Jacquie at Sweeter Side of Mommyhood for allowing us to her photo!

Influencer Marketing Trends: A Decade in Review

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As we examine influencer marketing trends, we are called to think about where we started and where we are today. At the start of the last decade, The Motherhood was one of a handful of agencies helping to shape and lead the way as influencer marketing was just being born. There wasn’t a formal name for what we did, and social media and influencer marketing weren’t industry terms yet, but the idea was quickly building steam. 

We were founded in 2006 on the idea that The Motherhood is a community – a neighborhood, and that, as our original charter stated, “the web opens up endless possibilities for good.” We saw and continue to see more than a decade later, online communities taking positive action, providing support and being good neighbors. That’s always been and always will be the best part of what we do.

So, wow. Reflecting at the start of this new decade, looking over the last ten years, it’s humbling and motivating to think about what it means to be a part of an invention, and helping it take shape and grow into an established industry. 

But influencer marketing trends are still rapidly evolving; just take a peek at the news every day. To inform where we are going, we took a closer look at some of the defining moments for us over the past decade. Community, connection and adding value, we’re happy to report, remain the common thread, and make everything about this work all the more stronger and impactful.

The Motherhood is the go-to modern communications agency and strategic storytelling partner for top brands and content creators across all verticals. With 15 years of industry expertise, 50+ combined years of brand marketing experience and thousands of proven, vetted influencers in our network, our team is ready to help your brand move to the next level.

Let’s create the next big thing together. To discuss ways we can collaborate, send us a note and we’ll get right back to you. 

Influencing Health: Must-Read Influencer Guide for Health Marketers

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The world is facing an ever-evolving series of health issues, ones that people used to have to go on a search in order to find answers and develop opinions. But the emergence of online influencers has given individuals the voice, platform, and following to reach millions of people and has created an opportunity for engaging them to make important health-related conversations more visible than ever before. Understanding this online community is paramount to anyone who successfully wants to work with influencers. We’re excited to feature a new resource to help navigate these discussions with Dr. Amelia Burke-Garcia’s book, Influencing Health. Drawing from research with over 400 online influencers, the latest industry data, and practical, real-world experiences working with influencers, this book will serve as a useful and easy-to-read guide to working with influencers, in the health space and beyond.

The Motherhood is honored to support a longtime friend, partner and first-time author, Dr. Amelia Burke-Garcia, in releasing her new book, Influencing Health. Our team has had the opportunity to work with Dr. Burke-Garcia on influencer-focused health initiatives over the last decade, including campaigns and research on behalf of the Centers for Disease Control and Prevention. Dr. Burke-Garcia has more than 15 years of experience leading the way for the health communications world, and time and time again, we’ve watched how her passion and critical knowledge of the health space has helped campaigns succeed. Currently, she runs the Digital Strategy and Outreach Program Area at NORC at the University of Chicago.

Dr. Burke-Garcia uses stories to effectively illustrate the benefits of health brands working with influencers, and she provides thoughtful counsel on the challenges that come with it as well. Influencing Health will help arm readers with an in-depth knowledge of the influencer marketing space, including identifying like-minded influencers, putting together key brand messaging and Dr. Burke-Garcia’s perspective on each social platform.

The Motherhood’s CEO Cooper Munroe was interviewed for the book, sharing her perspective of the ever-evolving space and the history of how The Motherhood began. She also wrote the forward for Influencing Health! Here’s a peek:

“The best communicators are listeners, people who seek to understand, process what they hear, observe and see, and then thoughtfully articulate their important, smart insights and critical thinking for the rest of us. Amelia has done exactly that with this book, providing a valuable roadmap for strategically implementing impactful and effective influencer marketing with stories and anecdotes along the way, and building a compelling and vivid narrative for why influencer marketing matters and works.

Are you ready to be inspired by real stories of health-centered influencer campaigns? Do you want an altogether better understanding of how to utilize influencers in your line of work, no matter the industry?

 Order your copy of Influencing Health on Amazon!

Spreading Joy after Tragedy: Toby’s Foundation | A Family’s Story

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“A single act of kindness throws out roots in all directions, and the roots spring up and make new trees.” – Amelia Earhart

August, typically a month full of sweet summer moments, marks a profoundly sad time of the year for the Stern family. On August 24, 2016, Katie and Dan’s beloved son Toby passed away from SIDS. Even through the unimaginable fog of grief following his death, the family realized that they were incredibly blessed and surrounded by love from people near and far. As Katie, Dan and big brother Luke worked through their heartache, they felt an undeniable pull to do good, give back and pay it forward.

As they brainstormed ideas of ways they could honor Toby, who they had on Earth for a precious 12 weeks, they knew there was no better tribute to their beautiful, bright-eyed boy than kindness. A sweet nod to the little toy Toby always had with him and the decor lovingly chosen for his nursery, his family established The Little Fox – Toby’s Foundation to carry on his memory, spread the love and joy he brought to his family, and support other families experiencing grief.

The Stern family established The Little Fox - Toby's Foundation in memory of their son.

“It is our hope that Toby’s Foundation can bring happiness, laughs and lots of smiles to families here in Pittsburgh and beyond. That’s just what Toby did for us and that is the legacy that we want to carry on in his name,” Katie shared.

August is for Random Acts of Kindness

On August 1, the foundation is launching the third annual Random Acts of Kindness (RAOK) campaign. The mission is simple: do something kind for someone, leaving behind a printable card to let others know that the kind gesture is in memory of Toby. Thoughtful things people have done in past years included paying for a family’s entrance to a local pool, giving an unexpected bouquet of flowers, delivering cookies, making homemade cards for a children’s hospital and even some simple acts like giving someone a spot at the front of a busy grocery store checkout line. Kindness doesn’t have to cost money — it’s truly the thought that counts. Toby’s Foundation encourages everyone to share their random act of kindness on social media using the hashtag #JoyForTobyStern to help show the broad impact their baby boy is having on people everywhere.

A mere seven days in the campaign in its very first year, #JoyForTobyStern reached almost every state, and by August 24, 2017, Toby’s story and legacy spanned the U.S. and to three other countries. While nothing will ever lessen their pain, Katie and Dan felt buoyed by this incredible effort in that first year following Toby’s death. They couldn’t count the number of people who received a RAOK in Toby’s memory and had personally reached out to them, wanting to learn more about their family’s story. Toby continues to spread love and kindness long after his brief time on Earth, and his memory will forever live on in the hearts of so many people.

Will you help us spread joy with Toby’s Foundation?

Want to spread #JoyForTobyStern? Here are some of The Motherhood’s favorite ideas we’ll be implementing and documenting:

  • Sending a handwritten card to someone we’ve been thinking of
  • Bringing breakfast to our local police and fire department
  • Baking homemade banana bread for a new mom
  • Leaving a coffee gift card on the bench at the park
  • Donating hygiene products to nonprofits in need

Printable Card

The impact of Toby’s Foundation extends far beyond the month of August. The Little Fox supports families year-round by educating on Safe Sleep Practices and SIDS awareness and research, and donating Owlet Smart Sock monitors* to families across the United States welcoming an infant. And in May 2020, the foundation will be hosting its first fundraising gala at the Museum Lab in Pittsburgh!

We’re amazed at the incredible work Katie and Dan and their sons are doing on behalf of Toby. Be sure to follow The Little Fox – Toby’s Foundation on Instagram and Facebook to stay connected during August and beyond!

The Stern family established The Little Fox - Toby's Foundation in memory of their son.

*The Smart Socks do not prevent SIDS. These devices are a tool to be used in addition to the ABC’s of Safe Sleep (Alone. Back. Crib.).