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Social Marketing to Moms Requires Precision Content

At this point, it’s practically unheard of for moms not to use social media . / Credit: Social media mom image via Shutterstock

If your business is targeting mothers online, you'd better have a social media marketing plan. At this point, it’s practically unheard of for moms not to use social media. But you need to be spot-on with your content, experts say.

According to a study sponsored by BabyCenter, an online parenting resource, more than 90 percent of U.S. mom Internet users said they use social media on a regular basis, market research firm eMarketer reported. Moms ages 18 to 34 spend 260 percent more time on social sites than the average user does.

The biggest difference between moms and the general population is their use of YouTube, the study found. Seventy-seven percent of moms used YouTube, compared with 61 percent of the general population. The difference in Instagram use was also significant: 27 percent of moms used the photo-sharing app, compared with only 15 percent of the general population. The smallest divide was on Google+ usage. 

[Navigating Social Media Marketing in Troubled Times]

The research also found that moms have very specific content interests. According to the study, the top reasons for which moms reported using social media included connecting with other moms and friends and family, discovering information, and sharing family milestones. Ninety-two percent of moms who reported using social media said they shared family milestones on Facebook. Getting advice was also an extremely popular reason for moms’ use of social media. 

eMarketer estimates that this year, 28 million female Internet users ages 18 and older with children in the household will use social networks at least once a month; the number of U.S. mom social networkers is expected to approach 30 million by 2017.

However, the growth in the number of U.S. social network using mom is expected to slow in the coming years as this demographic becomes saturated with users.

Reach BusinessNewsDaily senior writer Ned Smith at nsmith@techmedianetwork.com. Follow him on Twitter @nedbsmith. Follow us @BNDarticlesFacebook or Google +. This story was originally published on BusinessNewsDaily.

Ned Smith

Ned was senior writer at Sweeney Vesty, an international consulting firm, and was Vice President of communications for iQuest Analytics. Before that, he has been a web editor and managed the Internet and intranet sites for Citizens Communications. He began his journalism career as a police reporter with the Roanoke (Va.) Times, and was managing editor of American Way magazine and senior editor of Us. He was a Captain in the U.S. Air Force and has a masters in journalism from the University of Arizona.

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