Social Media Community Building & Book Marketing
Homebirth cesarean
Long-term social media strategy and community management for the Homebirth Cesarean movement, growing a private Facebook community with global reach while using social media, PR, educational content, and community engagement to fund two books and continue driving their sales.
Building a Global Community
Yancey Red developed and managed the digital strategy behind Homebirth Cesarean, turning a Facebook group created in 2011 into an ongoing social media movement, educational resource, and global private community.
The work extended well beyond daily Facebook, Instagram, and Twitter management. We developed conference and workshop curriculum for multiple audiences, wrote press releases, articles, and blog content, managed public relations, and created internal training and community management protocols for a team of volunteers.
Social media also became the engine behind the Homebirth Cesarean book project. Community engagement supported a crowdfunding campaign that raised more than $23,000 on and off Indiegogo to fund two books, while ongoing social media continues to drive book awareness and sales.
“The Facebook group and social media supported thousands of families around the world. Literally, many women were saved because of it.”
About The Client
Homebirth Cesarean is a book project, educational resource, and global community created to address the experiences of families whose planned out-of-hospital births ended in cesarean births. What began as a private Facebook group in 2011 grew into a broader movement connecting families, birth professionals, educators, and others interested in improving understanding and support around the homebirth cesarean experience.
The private Facebook community remains an active global gathering place, creating space for ongoing conversation, education, peer support, and connection years after the original project launched.
The Process
Social media and community building were at the center of the project from the beginning. Daily content across Facebook, Instagram, and Twitter was supported by longer-form articles, blog content, media outreach, press releases, workshops, conference presentations, and educational resources.
Yancey Red also developed internal training and community management protocols so a team of volunteers could support the private Facebook group while maintaining the purpose and standards of the community.
When it was time to publish the Homebirth Cesarean books, that established community became the foundation for the launch. Social media mobilized supporters, promoted crowdfunding, shared the books with families and birth professionals, and kept the conversation active after publication. Rather than ending with the book launch, the strategy created an ongoing community that continues to support awareness and book sales.
Social Media Results
Social media turned Homebirth Cesarean from a conversation into a sustained international community and publishing project. The private Facebook group continues to thrive globally, connecting families and birth professionals around an experience that historically received little attention or dedicated support.
The strength of that community translated directly into action. Social media and community engagement helped raise more than $23,000 on and off Indiegogo to fund the writing and publication of two Homebirth Cesarean books.
Years after publication, social media remains responsible for continued book sales, demonstrating the long-term value of building a genuine community around a highly specialized subject rather than treating social media as a short-term book launch campaign.
Have a book, mission, or idea that needs a community around it? Talk to Yancey Red about social media strategy, community building, and book marketing designed for the long term.