Last week I had the privilege of attending Generation W, an annual event in Jacksonville, Fla., that brings together leaders and experts from around the country for a day of education, inspiration and connection for women. While this event is about inspiring thought leadership that will move people to improve their lives and communities, it also gave me some marketing-to-mom inspiration—specifically in a session led by public relations and social media consultant Angie Orth.
This session, which was titled “The Digital Divide: To Post or Not to Post,” was really about how individuals can use social media for good—especially teens who may not be aware that everything they post now has the ability to affect their future. It was during this presentation that Angie challenged the audience to consider several questions before they post anything on a social media network—and, now, I’m challenging brands to consider those same questions as they prepare their marketing-to-mom social media strategies:
Am I seeking approval or attention?
Do not post things just because you’re looking for a little positive affirmation that people actually like you—this is self-serving. You should consider how your posts will make your audience feel, not you. Moms are busy and will not stay connected to brands that fill their newsfeeds with nothing but self-promotion.
Does my status reflect a fleeting emotion?
Try to refrain from emotional posting—a tip that comes in very handy when you respond to people via your social media networks. Do not respond from a place of anger or frustration—those feelings often pass after a time of reflection, allowing you to respond in a clearer and more respectful way. Moms will remember if you were rude—even if the post has been deleted.
Is this statement helpful?
As a brand trying to engage with mom, your focus should be on helping mom, not making her life more difficult. As you create your strategy, make sure everything you post is relevant to your audience—consider what she is doing that time of day, where she might be reading your post or what seasonal activity she is trying to accomplish.
Is this something I would say in person?
Social media is really about creating conversation—not reading through a monologue. Focus on developing online relationships the way you would offline relationships and only say things you would say if you were standing in a room full of moms.
Is this a moment to protect?
Sometimes we are so busy trying to plan what we are going to post about an event or activity that we actually miss enjoying—or being a part of—an event or activity. Not everything needs to be broadcasted to your social media networks the moment it happens—don’t let your online posting responsibilities dictate your offline actions. Another note, don’t make moms feel envious of your life as a brand—your posts should make them feel like they are part of the moment, not sitting on the sidelines wishing they were you.