09 Sep Social Media Minute: What Steve From Blues Clues Taught Us About The Impact of Social Intelligence

If you were a child from 1996 to 2002, you’re probably well aware of Blues Clues and how Steve Burns played a role in your early learning. Then one day, he went away and introduced the new host leaving many children and families slightly confused.

As life went on, so did our interests, yet 25 years later, celebrating the show’s history, Burns showed up on our social media feeds in the most sincere way, explaining and acknowledging his sudden departure and his goals of attending college. He was talking directly to his former viewers, who were then children, now grown up. It was special.

Here, we explore what the social media team at Nickelodeon got right with this strategy and how they impacted so many with the use of social intelligence.

Social media is no longer just scheduling and posting to post. It’s about monitoring, listening and acting – in more authentic terms. You have to give your audience something to talk about and engage with (something they can connect with)!

That’s why the power-play of bringing Steve Burns back to our social media wasn’t (pun intended) out of the blue! Nickelodeon could have simply said “Happy 25 years of Blues Clues,” but they didn’t. Instead, they strategically thought about where this age group is now, what they care about and what would get the most traction.

Those who watched this show are now in their mid-20’s, many out of college and young adults. Playing off this information, they knew the video of Burns would spark nostalgia and in turn create millions of reshares, posts, creative memes and ultimately go viral! Some (ahem – maybe us) even had tears in their eyes from the heartfelt and seemingly genuine message.

This is something we, as businesses and companies, can put into our handy-dandy notebooks!

• Listen to your audience.
• Empathy is everything.
• Grow with your audience.
• Strategically post rather than just posting to post.
• Be real.

Care about what your audience cares about and that will go far.