Chris Ulmer’s Special Books by Special Kids: a social media movement built on hard work, inspired by real people
How much do you know about osteogenesis imperfecta or SADDAN dysplasia? How about Escobar syndrome or Coffin-Lowry syndrome?
Until I followed Special Books by Special Kids (SBSK) on Instagram, I had no idea. Out of all the social media accounts I follow, this one stops my scrolling thumb in its tracks.
SBSK, run by founder Chris Ulmer, is an organization and multimedia movement that “seeks to normalize the diversity of the human condition under the pillars of honesty, respect, mindfulness, positivity and collaboration.”
SBSK’s Facebook page has nearly 3.4 million followers; Instagram, 663,000; YouTube, 2.76 million; and Twitter, 32,000. The numbers are admirable, and the content is excellent. But the community is astounding.
Ulmer’s SBSK social media accounts revolve around video interviews that expose followers to the stories of the real people behind disabilities and neurodiversity, creating a community bursting with empathy, warmth and friendship.
The SBSK community inhabits the most positive digital atmosphere I have ever encountered, but the content isn’t always sunshine and smiles. For the SBSK community, positivity is about acknowledging that the ups and downs of life are all part of being human, and that being human is both a gift and a victory.
When I watch SBSK interviews, my emotions rapidly cycle between happiness, heartbreak and gratefulness. Watch one interview, and you’ll understand.
I could write about SBSK’s significance for days, but I want to discuss the “how”— how Ulmer gets users to interact, build relationships and become part of a loyal community. I think he does this through four highly effective social media strategies:
1. He capitalizes on the power of visual content. Video interviews are the heart of SBSK, and I believe they are the catalysts behind relationships among community members. SBSK videos stimulate authentic, enduring connection between social media users, Ulmer and his special guests.
Some studies estimate that 80% of people are visual learners, and it’s undeniable that video is the future of social media. In his article on video marketing, Mike Templeton explains why:
“Videos have a compelling way of fostering engagement, yielding results like click-throughs, shares, lead generation, and sales. It is indeed one of the best tactics to bring more exposure to your brand while helping you achieve your bottom-line.
2. He gets personal. In nearly every video interview, Ulmer asks his guests, “When somebody sees you, what do you hope they think? or “What should someone do if they want to be your friend?”
This type of dialogue shows people that Ulmer has a heart for understanding others. His digital brand is thoughtful, personal and comfortingly predictable, all branding strategies suggested by Thomas Wachtel:
“Determine what your brand truly is, develop a voice that matches that, and practice consistency in how you represent it.”
Additionally, Ulmer’s up-close-and-personal method is what Aaron Keller might call a first-rate example of designing conversation:
“To better connect with your audiences, you must first find your voice to give your messages form. Find confidence in your perspective and make it simplified, real and digestible. … The core of social is in the conversations you design. Great conversations happen between people who are interested in the emotions of each other.”
3. He shares new content consistently. Ulmer shares one to three new stories (video interviews) every week. He travels around the world to interview people, sets up for filming, interviews guests, then edits and publishes the videos. This is incredibly time-consuming, but his dedication to fresh content keeps social media users excited for more. Ulmer grows his audience at an impressive rate; SBSK once gained 40,000 followers in seven days.
Additionally, Ulmer doesn’t just produce content consistently, he responds to countless comments. As social media expert Todd Clarke suggests: “Posting is good. Engaging is better.”
4. He encourages friendship and emotional generosity. A recurring theme in SBSK videos is friendship: Ulmer’s interviewees regularly voice their profound desire for friends — their wish that people wouldn’t be afraid to talk to them. So Ulmer takes action:
The above post helped Ashanti gain 26,000 followers and friends, and it is a moving illustration of the fiercely loyal, deeply inspiring SBSK community.
