It was a easy query requested within the voice of a kid. A Muppet youngster, to be exact.
“Elmo is simply checking in! How is all people doing?” the furry purple “Sesame Road” staple requested on X.
The responses poured in. Whereas there have been the same old jokes, snark and model pile ons we’ve come to anticipate from the platform, there have been additionally quite a few actually heartfelt posts that point out that no, we aren’t OK.
“I’m type of a crossroads and admittedly might use somewhat assist,” wrote comic Rainn Wilson.
“I shouldn’t have rushed desirous to be an grownup 😮💨😮💨 I would like a break large man,” a person going by the title Hiram Clarkian stated.
“Elmo I’m affected by existential dread over right here,” David Leavitt wrote.
The tweet obtained 14,000 replies, 49,000 retweets, and 122,000 likes as of January 31, 2024. That alone would have been an enormous social media win.
However the social media managers on Sesame Road went a step additional. They constructed on the preliminary publish, first utilizing it simply to share psychological well being assets.
Psychological well being is well being! For #EmotionalWellBeing assets and extra, go to @SesameWorkshop: https://t.co/yKqps8aEy2 https://t.co/iw5gpFfUYy
— Sesame Road (@sesamestreet) January 30, 2024
Then they went additional.
A surprising variety of Sesame Road characters have X accounts. And plenty of of them chimed in and used that platform to mannequin supporting pals by means of exhausting instances.
“I really like being a Snuffleupagus as a result of I’ve large ears which are made to hearken to you share your emotions. 🤎#EmotionalWellBeing,” Large Chook’s greatest buddy tweeted.
“I’m not nice at listening to others share their large emotions, however my worm Slimey is. You must speak with him for those who ever want to talk. 🐛💚 #EmotionalWellBeing,” wrote Oscar the Grouch. Good for you for realizing your limits, Oscar.
“Me right here to speak it out everytime you need. Me may also provide cookies. 💙🍪 #EmotionalWellBeing,” stated … nicely, we’ll allow you to guess who stated that one.
The president of america himself even responded to Elmo’s follow-up tweet.
I understand how exhausting it’s some days to brush the clouds away and get to sunnier days.
Our buddy Elmo is correct: We’ve got to be there for one another, provide our assist to a neighbor in want, and above all else, ask for assist once we want it.
Although it’s exhausting, you’re by no means alone. https://t.co/ffMJekbowo
— President Biden (@POTUS) January 31, 2024
These extra tweets racked up tens of 1000’s of extra impressions (tracked with that hashtag) and unfold a message of kindness, compassion and emotional intelligence that Sesame Road is thought for. And the general social media development racked up tons of media hits, too.
What to take from this success
Sesame Road has a leg up on many different manufacturers. It has large model recognition and emotional resonance with almost any youngster who grew up in america within the final half-century. And cute puppets. However there are nonetheless classes any model can take from how they dealt with the response to their first message.
Simplicity works
It’s uncertain that the social media supervisor who hit “ship” on this message thought it might warrant a response from the president’s X account. It was a text-only publish. There was no joke, no meme, and no overarching storyline (which generally does occur on the Sesame Road Prolonged Universe accounts).
However generally stripping content material to the naked necessities can stand out in a subject of try-hards. Simply look at all the manufacturers wanting for a bit of that similar consideration within the replies to Elmo’s tweet – after which see how the preliminary publish shines all of the brighter.
Humanity works
All proper, this one’s a bit ironic since Elmo isn’t a individual within the classical sense, however the motive the tweet took off is due to the humanity within the tweet. Occasions are powerful: wars are raging, political division is excessive, all the pieces is madly costly, it’s the lifeless of winter in a lot of the nation. And we will all change into so enmeshed in our personal unhappiness that we overlook to examine in on others.
However Elmo remembered.
And folks responded to the connection they’d with the critter, each in earnestness and in jest.
Following up works
You may’t predict which tweets will go viral, however you possibly can actually management the way you reply. The Sesame Road social group shortly moved to contain different accounts, then to share assets, after which used the eye to double down on their mission to assist “youngsters in every single place develop smarter, stronger, and kinder.” And serving that exact imaginative and prescient issues greater than all of the views and retweets on the planet.
Thanks, Elmo.
For extra sensible social media recommendation, be a part of us at our Social Media Convention, introduced by PR Each day and Ragan Communications, held in Walt Disney World March 27-29! Be taught extra.
Allison Carter is editor-in-chief of PR Each day. Comply with her on X or LinkedIn.
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