It's A Web, Web, Web, Web World

It's no secret that moms are among the most desired online groups for marketers. According to BlogHer, there were 36 million U.S. mothers online in 2008 and eMarketer estimates that number to reach almost 40 million by 2012.


Marketers have their hands full with tens of thousands of mommy blogs to monitor and the thousands of moms actively using social media sites like Twitter, MySpace and Facebook. But, as marketing budgets are being slashed, there's no better time than now to jump on the social media train to reach your marketing goals cost-effectively and with a greater upside than traditional tactics.

So, where do you start?

1. Do your research.

  • Invest time in reading blogs. Start with BlogHer and Alltop to find the top blogs and sites for women and read up on what moms are most concerned about, what excites them, the kinds of products and services they like and those that they don't ... and why.
  • Observe moms on Twitter and social networks like The conversations taking place can clue marketers in on what the current hot topics are and how other brands are injecting themselves into those conversations. For example, on Tuesday night Frito-Lay hosted a premiere event for its new series of Webisodes. Celebrities and many active Twitter moms were invited. The result? All-day exposure for the company and its newest products, not to mention follow-up coverage on attendee blogs, sites and traditional news outlets.
  • Understand the topics that are top-of-mind for moms by keeping up with social bookmarking sites tailored for women, like Kirtsy (dubbed "Digg for chicks"), where members can share the articles and blogs they find most interesting.

2. Look at brands that are using social media successfully.

  • Samsung recently launched a social network for moms -- Moms Like Us -- where members share household tips and experiences alongside expert articles and advice. With nearly 30,000 members connecting on a regular basis, Samsung has created a relevant and effective forum and is empowering its potential customers to be a part of its strategy.
  • Yes To Carrots, Method and Disney have successfully created panels of moms who advocate in natural ways among their circles both online and offline.

3. Define your goals and approach.

  • Like any campaign, develop a strategy.
  • If you're looking to launch a new or revamped product, consider first sampling products out to "tastemaker" (i.e. trendsetting) moms for feedback and then to help spread the word.
  • If your goal is ongoing communication and advice, create a panel of women that serves as an advisory board and brand advocates.

No matter what you do, jump in and join the conversation. Just remember: moms online are savvy and know their power. Talking at them in a condescending or pushy tone will only alienate them. Social media is about conversation and connection -- no one wants a one-way relationship that ends up spammy or in which they feel they're being taken advantage of. Listen, learn and share.

Editor's note: If you'd like to contribute to this newsletter, contact Nina Lentini.

7 comments about "It's A Web, Web, Web, Web World ".
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  1. Barbara Pflughaupt from BP Media Relations, LLC, February 25, 2009 at 2:08 p.m.

    Important article and my company has been tweeting for 2 years as well as engaging with Moms on social media sites and through varying apps. It's a great way to get honest feeddback and support and we've been very successful working with Mom bloggers and tweeters for Thomas & Frfiends Live! On Stage: A Circus Comes To Town. Giving review seats and the resulting feedback is terrific.
    Barbara Pflughaupt

  2. Barbara Pflughaupt from BP Media Relations, LLC, February 25, 2009 at 2:16 p.m.

    Please forgive typos - I type as fast as I talk :)

  3. Carol Ackerman from the ackerman group, February 25, 2009 at 2:52 p.m.

    Barbara P's comment shared great experience and value; the 'circus seats as review' opens a whole world for the arts, sciences, health and welfare communities' exposure. These channels could provide verifiable, real-time feedback to support local jurisdictional budgets and programs. Thanks!

  4. Barbara Pflughaupt from BP Media Relations, LLC, February 26, 2009 at 2:09 p.m.

    I use them all Wendy :) Wherever the eyeballs will be who want, or will get benefit, from the products and services my clients offer. It's not about making them like ads - it's about providing what they want or need and then making it easy for them to find it.

  5. Maria Bailey from BSM Media, March 5, 2009 at 9:59 a.m.

    Twitter is a great way to reach moms however one must remember that only 2% of the entire Internet population making the percentage of the overall mom market represented on twitter very small. You MUST approach this in an integrated fashion.
    I have lots of stats and ideas in my newest book, "Mom 3.0"

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