Trying to reach moms? It’s time to get more social.
The new “2013 Social Mom Report,” conducted by comScore for BabyCenter, reveals that 91 percent of U.S. moms on the Internet are using social media on a regular basis – an estimated 20 percent more than in 2010. In fact, moms between the ages of 18 and 34 spend more time than the general population on nearly every major social network.
Honing your social media strategy to capture moms’ attention is a worthwhile – if not critical – investment. Despite increasing involvement from Dad, moms are still the primary decision-makers in their homes, choosing which products to buy, services to seek, places to visit and which organizations to support financially.
Simply being on a social network isn’t enough. Here are three ways to begin engaging moms:
1. Deliver value
Companies and brands must provide value to busy moms. The study found that moms are heading to social networks largely to gather information and advice, so consider how you can help meet that need and tailor your content accordingly, speaking directly to them.
2. Encourage sharing
Another way to deliver value? Urge moms to share. Moms are using social media to connect with other moms. Help facilitate those connections by asking them to share their photos and insight around the experience or service you offer. Destinations might encourage moms to share photos of the family’s visit with tips for other families planning visits. A bank might ask moms to post their ideas for creating chore charts or allowance structures for kids, or ways they are teaching their kids to save money.
3. Use imagery
Consumers, in general, are communicating more through imagery. And with moms, it’s no different. The study found significant differences in moms’ YouTube and Instagram usage. Seventy-seven percent of moms tune in to YouTube, compared to 61 percent of the general population, and 27 percent use Instagram, compared to only 15 percent of Internet users, in general. Given that mothers also use social media to share family milestones, it makes sense they are seeking out these highly visual networks.
Already reaching out to moms on social media? Share your success stories below. Interested in developing or refining your social media strategy? Give us a call.