The brilliant folks over at MediaPost have a great section called Engage:Moms, and if you don’t have it all nice and snug in your Reader then you are missing out. One of their recent articles I found particularly interesting as it covers how Facebook is fertile ground to engage mothers and drive sales – a no brainer, right?
Wrong. Apparently some marketers are still in the dark about the solid benefits of participating on Facebook by means other than display ads. That seems odd to me, and I don’t mean that in a snarky way. I suppose I’m just so deeply entrenched in these social channels that I have a hard time understanding how people aren’t. Does that make me a bad person? Shoot, I hope not.
I’m not a mom (yet), but I will give you an example of one way that I use Facebook.
When I want to find a new restaurant, I don’t look in the Yellow Pages. First, I go to Facebook and ask my friends for suggestions.
“Anybody have a favorite sushi place I should try tonight?”
Within 30 minutes I have five or six recommendations. From there I turn to Yelp to see how these venues compare in price, and what the reviews are like. Then I find the one that best suits my needs and proceed to enjoy yummy white tuna sashimi (hopefully). Following my meal I thank my friend for the suggestion via Facebook or Twitter, and write my own review on Yelp. And thus the social circle of life continues…
According to the study and report on marketing to moms on Facebook, they found:
- That more than eight in 10 moms log on daily, and three in 10 log on five or more times a day.
- They use the site primarily to interact with others in their social networks – which translates into a lot of potential referrals.
- 75% of moms are fans of at least one company on Facebook, and parenting-specific sites are moms’ top picks.
I think the point here is this: if you are treating moms as consumers first, rather than as people first, you’re missing out on greater long-term engagement. Of course, this applies to more than just moms, but the article definitely got me to thinking about it. Why would you limit yourselves to just Facebook Ads? Start talking, start sharing and build a relationship that lasts more than five seconds.