Mothers may not have invented social media, but the 26 million moms who use social media suggests this demographic dominates it. From mommy blogs to Facebook and Twitter accounts, social media provides a limitless platform for savvy “social media moms” to share pictures and videos, keep in contact with friends and family, and post reviews about products.
Social media has empowered women by giving them a platform to effect change. Moms trust the opinions of other moms more than they do advertising. Blogs that offer product reviews, coupons, links to deals and specials, and information about the hottest products on the market have become the most reliable go-to source for the mom consumer.
No longer is it enough for retailers to make great products and expect push media to attract consumers to their product. There is a delicate balance in finding a healthy medium between content and brand messaging, while figuring out the right tone and approach to building a solid relationship with moms. Trust and reputation are all-important, with the trust factor becoming one of the main differentiators among successful and not-so-successful brands. Moms, in growing numbers, are embracing brands and companies they trust.
The biggest mistake a brand can make is to underestimate the power of moms. Their domination of social media has even encouraged companies to embrace social responsibility.
When today’s mom is faced with a problem, she’ll find a way to come up with a solution. By sourcing and creating applications, launching blogs that provide platforms for discussions with other moms, and even starting their own businesses, today’s tech-savvy moms are constantly finding innovative ways to solve everyday problems. As a result, business models, product development techniques, technology and marketing are changing dynamically.
Social media experts like consultant Sugar Jones say that moms, social beings by nature, are also some of the smartest and savviest businesspeople around. And Erica Diamond, author of 99 Things Women Wish They Knew Before Starting Their Own Business, has said that women are multitasking to a whole new level, and that social media is the reason she herself has had such blogging success.
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