Moms and Social: Glass Half Empty?

Headline from this Ad Age article "For Moms, Offline Friends Still Wield Heavy Brand Influence" implies that moms aren’t really using social to interact with brands. However, if you look at the numbers 24% moms are using Facebook for product information – while that’s still lower than the 80% of moms who have visited product sites for info, that’s not exactly shabby either.

 

 

The real question is are brands giving moms a reason to engage with them via these channels -- Education? Entertainment? Discounts? What’s the value prop?

Comments

[Joanna Pena-Bickley]

I think these are great questions.
Moms are everywhere
Many brands have missed the boat on targeting in social. Often they are merely re-skinning their TV ideas (broadcasting messages) instead of creating compelling content or functions that can help them be better moms. Many mom brands try and build "community" instead of tapping into what their community of moms want from their brands.

The value of social software can be used to to give Moms tools and value on demand.