• by Tracey Hope-Ross , September 23, 2009

Mom consumers increasingly view traditional media as intrusive and disruptive. They tune out the top-down, one-way messaging of mass media, viewing it as unreliable at best and deceptive at worst. Social media cuts through the clutter, offering an alternative way for Moms to meet and exchange information.

Natural conversationalists and connectors, Moms use social media to swiftly pass along ideas and product assessments to others. Thus, this accelerates brand word-of-mouth (WOM) and creates an opportunity for companies to form relationships with Moms and engage them in product development and brand advocacy.

The majority of Mom consumers transform themselves into "social researchers" by seeking out online reviews to make thoughtful and well-informed purchasing decisions based on their peers' recommendations, even when making the smallest purchasing decisions.

Though women historically have not been considered beta-adopters of technology, they are proven early adopters of social media. Of Moms surveyed in our 2008 Mom Central "Moms on Twitter" Study, 48% consider themselves early tech adopters. These women intuitively understand the importance of social media and online networks, as those pathways closely reflect their everyday offline behavior.

As social circles flow and gain traction online, they shift offline, influencing WOM recommendations among Moms, family members, friends and even strangers in a continuous and exponential process.

Here are three proven methods for brands to successfully leverage powerful WOM among Moms:

1. Panels of Passion

2. Brand Brigades

3. Geo-targeted Local Events/Gatherings

Panels Of Passion

• Description: Robust, private, dynamic panels created to reach and engage targeted Moms online.

• Benefits: A dedicated group of passionate Moms allows for ongoing, deep conversation without disruption of current Mom behavior online. And a private community allows brands to control the conversation with a targeted audience. This is especially key for industries that work within extensive regulatory or legal guidelines, such as Pharmaceutical companies or Health Care.

• Key to Success: View targeted Panels of Passion as real-time, online focus groups. Panels present an opportunity to talk with real Moms who really care about your brand.

Brand Brigades

• Description: National and local Mom Influencer WOM programs that reach and engage Moms online while activating them offline.

• Benefits: Brand Brigades allow brands to engage Moms directly and easily within their established online communities while actively leveraging Mom influence offline. And, by using Mom consumers as brand "marketers," brands can leverage existing conversations Moms are already having with one another.

• Key to Success: Engage Moms who are influential within both online and offline networks. Link Brigade program to clearly defined campaign goals. Allowing Moms to be "in the know" increases participation.

Geo-Targeted Events/Gatherings

• Description: Intimate Events and Gatherings reach, engage and activate Moms offline, whether to build brand awareness or activate Moms to attend a specific event in their city.

• Benefits: These events allow brands to connect face-to-face with Moms in geo-specific markets, build "on the ground" networks and relationships, and increase Mom participation in specific local activity.

• Key to Success: Work realistically within Moms' daily schedules - appropriate locations, timing and babysitting services prove key. Intimate events and parties can be used as catalysts to ultimately drive sales and attendance to larger brand events in the area.

Social media provide creative new ways to establish or augment connections with Mom consumers. Successful brands implement programs that work with, not against the powerful current that Mom word-of-mouth generates.