July 08, 2025

That time Jackie Ortiz angered the birding community (and other stories from a content creator & social media pro)

July 08, 2025/ Emily Hessney Lynch

On It’s a Lot this week, I chatted with Jackie Ortiz (she/they), a social media professional by day and food/travel content creator by night. Their whole career has focused on building community and cultivating curiosity, which I really admire! We explore figuring out how to identify which stories will resonate with your target audience, learning to create video content, encouraging people to see familiar places differently, and lots more. We even talk about the time a small mistake in one of her travel videos infuriated the birding community!

June 19, 2025

Artist Christy Roushey on career path pivots & showing up authentically online

June 19, 2025/ Emily Hessney Lynch

In episode 3 of It’s a Lot, I spoke to artist and mom Christy Roushey, founder of The House of Roushey, about her journey of leaving engineering to be a stay-at-home mom, teaching herself new skills, and eventually launching her own art business. We also discuss having hard conversations with your kids and the importance of having mental health support.

May 29, 2025

Therapist & content creator Alaina Brubaker talks performative posting on It's a Lot podcast

May 29, 2025/ Emily Hessney Lynch

This week, I launched my podcast, It’s a Lot, where I have honest conversations about social media, parenthood, and other things that are a lot. My first guest was therapist and content creator Alaina Brubaker. Five years ago, I interviewed her here on the Serve Me the Sky blog about starting her therapy Instagram, what inspired her to start creating content, how she developed her aesthetic, how she’s grown a following, and more.

May 06, 2025

Celebrating 6 Years of Serve Me the Sky Digital

May 06, 2025/ Emily Hessney Lynch

Serve Me the Sky Digital turns six today! I’m so proud to have been in business for six whole years now. I’ve been a business owner through the COVID pandemic, the death of my mom and grandma, adopting a new dog, getting an ADHD diagnosis, becoming an adjunct professor, and having my first baby. It’s a lot! I’ve learned and grown so much over the past six years.

I’m grateful to all of the amazing clients, friends, and supporters who have cheered me on, sent me referrals, and shared kind words about me and my work. I feel seen and valued, and I hope to make those I work with feel the same way.

My business anniversary is always a good opportunity to reflect, so today I’m sharing some of my favorite projects and experiences from the past year, lessons I’ve learned, and a glimpse at the future of Serve Me the Sky.

April 04, 2025

Reading Recap: What I Read for the 2025 Trans Rights Readathon

April 04, 2025/ Emily Hessney Lynch

Two years ago, I participated in the inaugural Trans Rights Readathon and wrote about it. I pointed out the significant and alarming increase in anti-trans rhetoric and legislation; sitting here in 2025, that almost seems quaint. The second Trump administration is actively trying to erase the existence of trans folks and spreading disinformation aggressively with the goal of making Americans fear and hate trans people.

Trans people have always existed and always will. Trans rights are human rights. Full stop.

January 28, 2025

The State of Social Media in 2025

January 28, 2025/ Emily Hessney Lynch

For years, I’ve loved working in social media because it’s constantly changing and you never get bored. But sitting here in 2025, I’m starting to feel like we’ve had enough changes! Social media is getting harder and harder to keep up with, and its influence on the real world continues to grow. These aren’t just silly little apps we all waste time on; they have a massive impact on society and culture. Today on the blog, I’m sharing the latest updates on how social media is changing in 2025, my recommendations as a marketer, and my personal opinions as a human.

December 30, 2024

24 Books I Loved in 2024

December 30, 2024/ Emily Hessney Lynch

2024 has been a whirlwind! I welcomed my first child in June, and while a baby isn’t typically conducive to hitting your reading goals, I was still able to read 125 books this year, and my little guy has gotten to enjoy many audiobooks with me during feedings. Pivoting to audio is one big change I’ve noticed in my reading habits this year. I’ve also found myself less drawn to dark and twisty books since having a baby (though they’re still in the mix!). Lighter and more entertaining fare is more appealing these days. If you’re curious about my reading habits in the past, you can take a peek at my roundups from 2023, 2022, 2021, and 2020).

In addition to giving birth to a small human, I taught a crisis communication course at Nazareth University this spring, celebrated 5 years of Serve Me the Sky Digital in May, lost a major client upon returning from maternity leave, onboarded several new clients throughout the fall, interviewed two content creators I admire (Dr. Fran and Ella Dawson), and had one of my most profitable months ever in December. It’s been a year full of changes, joy, and challenges. It’s been exciting and exhausting. Reading was a good way to stay grounded while life was such an emotional roller coaster.

Without further ado, let’s dive into my 24 favorite books of 2024! I took a new approach this year and organized by mood.

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