I founded Emily Johnson Consulting based on the belief that in order to successfully connect with and market to today’s digital consumers, you need to go beyond the numbers. In other words, analytics can tell you what people do, but they don’t necessarily tell you what people need, want, or like—and why.
As an entrepreneur who uses social media to find inspiration to fuel my creativity and market my businesses, I am extremely passionate about understanding how we use these platforms to build personal brands and influence consumers. Why are we drawn to Instagram and Pinterest pages loaded with beautifully curated images? Why do we get lost watching Insta-stories, TikTok, or YouTube? Why do we follow certain influencers, and make purchasing decisions based on their recommendations? These are the types of questions that fascinate me and drive many of my projects.
Through using Instagram and Pinterest to market my creative business, I have joined virtual communities and formed relationships with women that span beyond the screen. This dual role as creative participant and researcher allows me to interpret phenomena through both a personal and business lens—an aspect that has proven to be incredibly insightful and valuable in my work.
I am highly trained in planning and executing research and analysis projects, both small and large scale, to help companies and organizations understand data and make informed decisions. Past clients include the National Park Service, the City of Fort Collins, and Colorado State University. While I specialize in studying women, gender, and social media, I also have expertise in environmental, organizational, and technological communication.
I hold an M.S. and Ph.D. in Public Communication and Technology, both earned at Colorado State University, as well as a B.A. in Journalism and Mass Communication from Iowa State University. I have training in magazine journalism, a graduate certificate in Women’s and Gender Studies, and extensive knowledge of how identity, community, consumption, and production are at play in today’s social environments.
In June 2020, my research was published as a book titled Feminism, Self-Presentation, and Pinterest: The Labor of Wedding Planning. This book explores how women use Pinterest as a wedding planning tool and how this experience influences the construction of their bridal identity, including consumption, creativity, and gender roles.
