The Motherhood supports the ONE Campaign Girls and Women Initiative

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The ONE Campaign launched the new ONE Campaign Girls and Women Initiative this week and we are thrilled to be on their advisory board.

To help kick things off, I posted to the ONE blog about Malala Day and how my family is celebrating this weekend.  If you could take a moment to head on over and share the post on Facebook, Twitter, Instagram, Pinterest, etc., I would be so grateful!

Here is the Malala Fund’s great new video, #StrongerThan:

Thank you!



Help Kids Get School Supplies They Need With Champions for Kids #SIMPLEGiving!

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Did you know more than 16 million American children live in poverty? For many, buying the items they need to succeed in the classroom can be a challenge. With Back-to-School shopping in mind, The Motherhood is excited to join Champions for Kids, along with Elmer’s, Purell, Unilever and Walmart, for a Twitter party to spread the word about a SIMPLE Giving initiative that can help give kids the resources they need to thrive.

More than 3,000 Walmart stores across the U.S. are taking part in the initiative and collecting school supplies for children in need! Anyone can participate by purchasing and donating a backpack full of school supplies at select Walmart stores from July 7 through August 1. In addition to the school supplies, each backpack contains a coupon booklet FOR YOU valued at over $50!

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 Photo Credit: Champions for Kids

During the party, we’ll be sharing more ways you can give back locally through a #SIMPLEGiving service project, including Champions For Kids’ SIMPLE Service Projects such as the Purell Lend a Hand Project, and the Elmer’s Let’s Bond Project. We’ll also be giving away five $50 Walmart gift cards to randomly selected participants who answer the trivia questions correctly!

Prizes Eligibility: Prizes are limited to U.S. participants only, 18 years and older. No purchase necessary, void where prohibited.

Join the Feed the Children Tweet-Up to #HelpKidsBeKids!

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The Motherhood is joining Feed the Children, one of the world’s leading anti-hunger organizations, for a Tweet up to learn more about their new vision to create a world where no child goes to bed hungry. During the Tweet up, we’ll hear how Feed the Children is planning to lead the change with two amazing programs: The Summer Food and Education Program and a Community Food and Education Oasis in New Orleans.

  • Oklahoma has the lowest participation rate in the United States Department of Agriculture’s Summer Food Service Program (SFSP).  Feed the Children is filling the gap for children in Oklahoma by providing food and essentials for an additional 115,000 children over the summer.
  • Feed the Children is creating a Community Food and Education Oasis in New Orleans, where a food shortage is persistent. The food oasis will empower area residents to discover, taste and learn about healthy food, and Feed the Children won’t stop until the community can thrive on its own.

The Motherhood is honored to join Feed the Children as they launch these important programs. During the Tweet up, we will give away five $25 VISA gift cards based on correct responses to trivia questions. We hope that you can join us to learn more about ways you can #HelpKidsBeKids and get involved in the fight against hunger!

Prizes Eligibility: Prizes are limited to U.S. participants only, 18 years and older. No purchase necessary, void where prohibited.

Happy Fourth of July!

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Photo Credit: Google Images

The Fourth of July is almost here, and The Motherhood is looking forward to celebrating America’s birthday with our friends and family! In the spirit of celebrating our great country, we’re sharing a few patriotic ideas for kicking off the holiday weekend.

Before the anticipated fireworks show, have your kids celebrate our nation’s colors with this cute fireworks craft made with Q-Tips from Colleen at Sugar Aunts!

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Show off your patriotic flair by serving beverages with sprinkle rimmed glasses from Penelope at Penelope’s Oasis!

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Photo Credit:

A Fourth of July celebration wouldn’t be complete without a tribute to our nation’s great flag! Check out this adorable idea from Jennifer at The Suburban Mom. Try using recycled red, white and blue tissue paper to show your kids how to think outside the box about things they may already have on hand at home!

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We hope everyone has a safe and wonderful Fourth of July! Happy birthday, USA!

Top Social Media Takeaways from #SMDayPGH

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On Monday, The Motherhood attended Pittsburgh Social Media Day, or #SMDayPGH, to join the nationwide discussion about social media and what’s trending right here in the ‘Burgh! Smith Brothers Agency, the Pittsburgh Advertising Federation and the Pittsburgh Chapter of PRSA organized an amazing night filled with insightful conversation, networking and delicious food!

The event’s keynote speaker, Constantine James of Twitter Los Angeles, kicked off the night with an intriguing presentation on how Twitter is revolutionizing the way stories are told and digested. James focused on the live, public and conversational nature of Twitter as the key factors that put the social network at the forefront of individual and brand storytelling. James used the 2014 FIFA World Cup as an example of how quickly information is shared: The millions of people following the World Cup on Twitter can see all the game highlights and updates, as well as share their own content in real time, without having to turn on the TV.

James also highlighted the increasing benefits of Twitter as a utility. Today, brands are using Twitter as a tool to help make consumers’ lives easier while making their products and content more accessible. For example, when Amazon came to Twitter to develop the #AmazonCart campaign, the results were mind-blowing. The outcome was a hashtag that allows purchasers to add any item with an Amazon product link to their virtual cart when they reply with #AmazonCart – all without ever leaving their Twitter feed!

In addition to the keynote, 11 of Steel City’s top social media players shared their own stories and experiences with social media in quick, five-minute presentations.

The theme for Pittsburgh’s social media mavens is to hone in on how social media can help build their brands. Jill Steiner of Wigle Whiskey, Pittsburgh’s only craft whiskey distillery, shared how the brand is using social media as the primary form of contact with their audience. Every month, Wigle Whiskey asks for 30 volunteers to help label their product bottles via Twitter, and within minutes they have enough volunteers to participate!

Sarah Sudar of the successful food blog eatPGH talked about the blog’s journey––transitioning from a strictly online media site to a fully developed business. She and her three friends identified a need and created the blog during an influx of interest around the Pittsburgh dining scene, and were able to grow a loyal following among 20-year-olds looking to experience the booming Pittsburgh restaurant scene.

Other notable speakers included: Rachel Carlson of @YelpPittsburgh; Christopher Whitlatch of the Pittsburgh Foundation Day of Giving (@PittsburghFdn); Laura Forester of @primantibros; and WPXI’s Scott Harbaugh (@WPXIScott).

3 Top Tips For Social Media Success from #SMDayPGH

1. “Don’t have a presence, be a presence.” – @WPXIScott - Social media is a powerful and effective tool. Don’t be afraid to lead the conversation and let people turn to you for news, advice or updates, especially if you’re at the center of an event. Be someone who people want to listen to and follow!
2. “Your audience has an audience.” – @PittsburghFdn - When you share content that resonates with your audience, they’ll be more likely to share it themselves, reaching people who might not have seen it otherwise and creating a social media ripple effect. Consider your content carefully and think about how you can most effectively tap into that expanded network – your audience’s audience.
3. “Consumers are becoming their own media companies.” – @Consjames - Social media allows everyone to become a storyteller. Today, millions of consumers are expressing how they feel about products and services, and they are using social media to say it. Keep an eye on what is being said about your product or brand, and look at the conversation as an opportunity to engage with consumers or resolve issues.

Wordless Wednesday: The Motherhood Team is Growing!


The Motherhood is so happy to welcome Brittnee, Senior Account Supervisor, and Sarah, intern, to The Motherhood team! 

Word-full Wednesday: The Motherhood Welcomes Baby Emmy!


It’s been an exciting summer for us so far at The Motherhood! On May 28, Brittney from The Motherhood’s team gave birth to her first baby, a daughter named Emilia Theresa!

As many of you may know, Brittney was expecting a little girl, and we are so excited for her arrival! How CUTE is she in that photo?! We can’t get enough of her!

A huge congratulations to Brittney and her husband, Rob. Welcome to the world, Emmy!

Introducing New Clorox #SmartSeek Bleach!

Clorox Smart Seek Bleach

Photo courtesy of Clorox® 

While breaking out your favorite white clothing is an exciting sign of summer, it can also make laundry day more complicated. If you catch yourself asking questions like - Can I bleach this? Is this white, light or dark? - then Clorox® Smart Seek Bleach could be the perfect solution.

The Motherhood is ready to help you tackle your laundry troubles with new Clorox® Smart Seek Bleach! Join us for a Twitter party today – Wednesday, June 18, at 1 p.m. ET. During the conversation, share your laundry color mishaps and learn useful bleach and stain removal tips from Clorox. Learn more about the party by clicking here for the Twtvite!

By leveraging a unique technology to deliver just enough power to remove stains and whiten the white parts of the garment, Clorox® Smart Seek Bleach keeps your favorite white garments, AND even those whites with a little bit of color, pattern or trim, sparkling all summer long!

Take part in the #SmartSeek conversation with us today to start easing your laundry headaches! Throughout the party, we will be giving away five prizes to randomly selected participants who correctly answer trivia questions tweeted by @theMotherhood25. Prizes consist of four $25 AmEx gift cards, with a grand prize of a $150 AmEx gift card!

Prize Eligibility: Prizes are limited to U.S. participants only, 18 years and older. No purchase necessary, void where prohibited.

Join us for a #JohnsonsBabyCARES Twitter Party


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Help us spread the word about a fantastic new charitable initiative from JOHNSON’S® Baby, with Walmart and Children’s Miracle Network Hospitals! Now through June 30, when you purchase any JOHNSON’S® Baby product at Walmart, the brand will donate $1.00 to Children’s Miracle Network Hospitals. We love that!!

To learn more about the cause and how you can help, join us for a Twitter party today – Tuesday, June 17, at 12 p.m. ET. Check out the Twtvite for more details and to RSVP for the conversation.


Photo Credit: JOHNSON’S® Baby

In 2012, JOHNSON’S® Baby established JOHNSON’S® Baby CARES, a charitable platform to ensure every baby has a healthy and happy start through educational and social initiatives, as well as product donations and financial support.

Walmart and Children’s Miracle Network Hospitals share a basic belief – that every child deserves the chance to live better. Walmart has supported Children’s Miracle Network Hospitals for over 25 years, raising more than $650 million in the process.

In short, if you’re in the need of baby products, now is the time to stock up! After all, why not shop for necessities while supporting hospitals and children in need throughout the United States at the same time?

Join the #JohnsonsBabyCARES conversation today to learn more about this charitable effort! Throughout the party, we will give away five gift baskets, each including an assortment of JOHNSON’S® Baby products. Winners will be selected randomly from those who correctly answer trivia questions tweeted by @theMotherhood25.

Prize Eligibility: Prizes are limited to U.S. participants only, 18 years and older. No purchase necessary, void where prohibited.

The Motherhood Reports: The Most Effective Ways to Engage Moms Online on Behalf of Brands

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For more than a year, The Motherhood has worked with the University of Pittsburgh Institute for Entrepreneurial Excellence and the University of Pittsburgh Joseph M. Katz Graduate School of Business to research and analyze what works and what doesn’t work for brands looking to reach, engage and activate moms online.

In the study, we extensively examined more than 1,025 blog posts created by 956 bloggers in our network on behalf of 19 brand campaigns for such clients as AT&T, Clorox, Hershey’s, LISTERINE, Seventh Generation, Banner Alzheimer’s Institute, McCormick Spices, and others.

Some of the questions we asked in the research were:

- Does it matter if our bloggers are exceptionally creative in developing their blog posts on behalf of brands?

- If a blog post includes photos or product giveaways, do those affect engagement or reach?

- Does blogger audience size (i.e., the number of unique monthly visitors to the blog, combined with the blogger’s number of Facebook and Twitter followers) affect engagement?

The preliminary findings of our research are being released today in New York at the Corporate Social Media Summit.  

Below is a slideshare of the preliminary results of the research:

Among the findings are key factors for:

  • Blog posts that garner the highest impressions: the bloggers’ creativity in developing their posts; and the inclusion of photos
  • Blog posts with the highest number of comments: offering readers a product giveaway; launching a new product; and the number of Twitter followers of the blog post author
  • Increasing Twitter coverage of blog posts: the authenticity of the blogger’s voice; inclusion of personal photos; coverage of an existing product (versus introducing a new product)
  • Increasing Facebook coverage of blog posts: including a meet-up; coverage of an existing product; inclusion of photos (either personal photos or stock photos)

Among the important takeaways from the research:

  • Creative expression and authentic conversation drive engagement, and conversely, tightly controlling the message by the brand hurts engagement and reach.
  • It’s all about choosing the right bloggers, and not necessarily the big-name bloggers.
  • Re-posts by bloggers of duplicate information do not improve engagement or product trials.
  • Campaigns with strategic targeting of social media platforms are more successful.

Leading the research team at the University of Pittsburgh are: Robert Stein, Interim Director, University of Pittsburgh Institute for Entrepreneurial Excellence; and Vanitha Swaminathan, Associate Professor of Marketing and Robert W. Murphy Faculty Fellow in Marketing, University of Pittsburgh Joseph M. Katz Graduate School of Business.  Thank you, Bob and Vanitha, for your dedication and innovative thinking in conducting this in-depth study with The Motherhood! 


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