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Johnson and Johnson asks online moms for parenting tips

Corporate Social Media Case Study: Johnson & Johnson

Johnson & Johnson has a YouTube channel with which they have initiated a series of videos called “Real Moms.” The series is a collection of videos where moms cover topics such as kids’ routines, making baby food, and safety tips for toddlers.

Most of the videos are shot on handheld digital cameras and provide advice from mothers sharing their parenting tips. The company is open to new submissions — as long as they don’t reference specific products — and pays vloggers $100 for each video used.

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Disclosure: Johnson & Johnson is a Social Media Business Council member (and an awesome one at that!), but even if they weren’t, we’d write about them anyway.

September 14, 2009 17 comments

17 Responses

  1. corporateblogs 14 September 2009 at 9:48 am #

    Johnson and Johnson asks online moms for parenting tips: Corporate Social Media Case Study: Johnson & Johnso.. http://bit.ly/15w2If

    This comment was originally posted on Twitter

  2. SocialMediaOrg 14 September 2009 at 10:58 am #

    Johnson and Johnson asks online moms for parenting tips http://bit.ly/O9Bs7

    This comment was originally posted on Twitter

  3. social_median 14 September 2009 at 12:57 pm #

    Johnson and Johnson asks online moms for parenting tips: From the Social Media Business Council’s Business Blogg.. http://bit.ly/15w2If

    This comment was originally posted on Twitter

  4. MaxAffiliate 14 September 2009 at 1:42 pm #

    Johnson and Johnson asks online moms for parenting tips: From the Social Media Business Council’s Business B.. http://bit.ly/2z4hFC

    This comment was originally posted on Twitter

  5. VentureGained 14 September 2009 at 1:44 pm #

    Johnson and Johnson asks online moms for parenting tips http://bit.ly/Fwtfw

    This comment was originally posted on Twitter

  6. njfamilymag 14 September 2009 at 5:29 pm #

    Johnson and Johnson asks online moms for parenting tips, Real Mom Vloggers (and you could earn a hundred bucks) http://ow.ly/pm7J

    This comment was originally posted on Twitter

  7. NHPublicist 14 September 2009 at 5:55 pm #

    RT @njfamilymag Johnson & Johnson asks online moms for parenting tips, Real Mom Vloggers (& U could earn a hundred bucks) http://ow.ly/pm7J

    This comment was originally posted on Twitter

  8. marina0111 14 September 2009 at 7:59 pm #

    RT @njfamilymag Johnson and Johnson asks online moms for parenting tips, Real Mom Vloggers (and you could earn…) http://ow.ly/pm7J

    This comment was originally posted on Twitter

  9. sallywits 14 September 2009 at 8:13 pm #

    RT @njfamilymag Johnson and Johnson asks online moms for parenting tips, Real Mom Vloggers (and you could earn…) http://ow.ly/pm7J

    This comment was originally posted on Twitter

  10. saleawayscabana 14 September 2009 at 8:15 pm #

    RT @sallywits: RT @njfamilymag Johnson and Johnson asks moms for parenting tips, Real Mom Vloggers (and you could earn…) http://ow.ly/pm7J

    This comment was originally posted on Twitter

  11. babymommysmiles 14 September 2009 at 8:48 pm #

    Johnson and Johnson asks online moms for parenting tips: From the Social Media Business Council’s Business B.. http://bit.ly/15w2If

    This comment was originally posted on Twitter

  12. Caleb Cohen 14 September 2009 at 11:55 pm #

    This is a social media success story? They just told dads that they have nothing to offer! As a stay at home dad of 8+ years, I find this astonishing that J&J would alienate a full 50% of their potential customers in this manner.

    I have sent messages to J&J via their blog and YouTube channel. I will be blogging about this tomorrow and I am sure many at home dads will be as well shortly. Wait a month and tell me if this is still a “success story.” Bad PR if you ask me. You’d think in 2009, we’d be past gender stereotyping when it comes to child rearing!

    If my wife is allowed to get a PhD, then I surely can raise the kids and offer parenting advice, yes?

  13. CK Lunchbox 15 September 2009 at 10:25 am #

    I think J & J’s needs to reevaluate their stance on stay-at-home dads. For one they could start with a better market analysis. Consider:

    Stay-at-home dads (SAHD’s)
    - Of those currently unemployed, 86% are men (1)
    SAHD dads comprised 2.7% of stay-at-home parents (Washington Post, June 17, 2006)
    - The number of SAHD’s has tripled in the last ten years (Today / MSNBC, August 30 2007)
    - The U.S. Census conducts an annual study of family arrangements, and that is how it determined there were about 140,000 stay-at-home fathers in 2008. Others estimate there are many more, perhaps about 2 million (2)
    - Of the nation’s 11.3 million preschoolers whose mothers are employed, 25% are regularly cared for by their father during their mother’s working hours. This amounted to 2.9 million children
    And women are more involved with careers leaving dads to take up more of the slack at home.
    - Woman with an MBA earn more than 60% than their spouse (Pink Magazine, May/June 2008)
    - As of November 2008, women held 49.1% of the nation’s jobs (New York Times, February 6, 2009)
    - 26% of wives earned more than their husbands in 2006, an eight-digit increase from two decades ago
    - According to the U.S. Department of Labor, 72% of mothers with children under 18 are in the workforce

    Notes for above stats: 1) Data supplied by the United States Census Bureau and The Department of Labor and Statistics unless otherwise indicated. 2) The estimated 2 million SAHD’s was reported by CBS News in a 2008 article entitled, “Women Bringing Home The Bacon.” Data from Census Bureau indicates 21.4 million at-home fathers worked at least one week of the 52 week period, which added to the 140,000 totals around the numbers in the CBS article.

    Another good article to read is, “Will 2010 Be The Year Of The Daddy Blogger?” at http://jessicaknows.com/2009/08/will-2010-be-the-year-of-the-daddy-blogger/

  14. TheMileHighDad 15 September 2009 at 8:09 pm #

    Gender stereotyping in ‘09. Bad juju here! http://bit.ly/F5gDN

    This comment was originally posted on Twitter

  15. gemmawent 16 September 2009 at 7:05 am #

    Johnson and Johnson asks online moms for parenting tips http://ow.ly/pAUJ … what a great way to engage their audience

    This comment was originally posted on Twitter

  16. tkpleslie 16 September 2009 at 7:05 am #

    RT @GemmaWent Johnson and Johnson asks online moms for parenting tips http://ow.ly/pAUJ … what a great way to engage their audience

    This comment was originally posted on Twitter

  17. afslocalization 17 September 2009 at 10:48 pm #

    Johnson & Johnson ask moms for parenting advice: http://bit.ly/nTIiS

    This comment was originally posted on Twitter