Years ago, email changed the way consumers and businesses communicate. Today, Facebook has provided us with a social network that trumps the communication potential of email. The power of this social network has significant marketing potential.
Businesses often don't recognize or perhaps just forget how powerful Facebook can be as a communication platform. It might be that they are so trained to run display advertising that even when they hear about ads performing poorly on social networks, they're unable to identify the new opportunity. This opportunity, however, is NOT advertising -- It is a chance for enhanced communication, which leads to better relationships and improved services. That's what people want.
Facebook is especially attractive to marketers who are trying to connect with moms because moms' limited time and fragmented attention (they're busy!) make it crucial to market to them using methods that fit into their lifestyles and that adapt to their habits. Lisa Finn and I recently completed a study and report on marketing to moms on Facebook. Moms on Facebook are especially appealing to marketers because of the way that moms use this social network -- to interact and share experiences with other moms as well as to talk about the products and services that play important roles in their lives.
Here are a few interesting nuggets from our study that will help you connect with moms on Facebook:
There are businesses taking advantage of the marketing and communication opportunities on Facebook. Businesses that moms in our research called out include Cool Mom Picks, 24/7 Moms, Janie and Jack, Sesame Place, Crayola, Starbucks, Kodak, Whole Foods and Trader Joes. There can be so many more.
Facebook is fertile ground for marketers to engage mothers and drive sales, but communication must be on moms' terms. While they don't have time for brands that don't get it, they embrace the brands that play by their rules. So seize this opportunity to use Facebook to connect with moms, a market segment that can add tremendous value to a customer base.