Embracing Creativity for Elmo’s Social Channels

“A key to managing Elmo’s social media is trying to see the world through a child’s eyes.”

I entered public relations as a published creative writer and a recent college graduate, uncertain about how to earn a sustainable income from my poetry. I soon realized that incorporating creativity into my writing enhanced the appeal of my PR materials and story pitch ideas, making them more enticing and memorable to readers. 

Over 20 years later, I still enjoy all things creative — writing, photography, painting, crafting and more. My curious mind is always imagining what else is possible. It wants to create whatever is missing and enhance what may already exist. Creativity and a drive to innovate makes my work as a communicator stand out.

Creativity and using our imagination start young, but do we nurture and leverage those traits as adults? 

As a child, I loved watching “Sesame Street” and was later delighted to introduce my children to Big Bird, Bert and Ernie, Elmo and the newer Abby Cadabby. And I have many videos of my then-toddler son mumbling “Elmo, Elmo” as he ran around the house. My heart glowed in these moments, and my mind marveled at how “Sesame Street” still captured hearts across time and generations of people. 

Sesame Workshop Social Media Manager Christina Vittas has proven she knows what it takes to connect to hearts and minds today. As a social media manager at Sesame Workshop, the global nonprofit behind “Sesame Street,” Vittas and her teammates work on @SesameStreet, @Elmo and beyond across all major social media platforms. 

In 2024, an X post from Elmo went viral after she posed a seemingly simple yet resonant question: “Elmo is just checking in! How is everybody doing?” The post amassed over 222 million views and prompted 19,000 thoughtful responses from celebrities, fellow “Sesame Street” characters and fans. The overwhelming engagement underscored Vittas’ and her team’s ability to authentically connect with diverse stakeholders.

Here, Vittas discusses embracing creativity and innovation in our work. 

What role has creativity played in your career?

Creativity is the heart of my work! It’s a muscle that you must strengthen and test constantly to get to your best content. I like to say that I have to “get creative about being creative” to brainstorm, gut-check and reinvent ideas. Leaning into creativity keeps my work fresh — and more important, fun!

How has innovation influenced your communication approach? 

Being open to innovation has helped me become a more effective communicator to specific audiences. By keeping a growth mindset and experimenting with new approaches and research types, I’m able to connect with niches that are further from my personal scope of work and life.

You are known for being Elmo’s social media manager. What attributes help you communicate for such a beloved persona?

A key to managing Elmo’s social media is trying to see the world through a child’s eyes. Elmo is a relatable, caring and curious little red monster, and he is growing and learning just like all of us.

How can professionals use imagination in their work?

I like to think that professionals already use imagination in their work every day. We run through scenarios, draft copy and then redraft it, brainstorm next moves and so on. Imagination is all around us! By recognizing the great imaginative work that you already do, you can build the confidence you need to grow your creativity.

How can we, as communicators, inspire a culture of innovation?

I always believe in leading by example. Encourage others to share their points of view. Be curious about the folks around you and learn from them. You never know — something you learn might make a major impact, and your openness could inspire someone else.