Social
Media Marketing to the likable Mom.
Often identified as the social gender,
women are known to discuss, touch, and connect more than men. Over the last
decade, advancements in technology, and especially the rise of social networks,
have enabled women to scale their connections and to thrive in online
communities. Women have learned to develop trust and virtual intimacy with
their social circles based on shared interests, experiences, and values. They
are sharing, speaking, and listening more than ever, and doing so more rapidly
and at greater scale.
The article I found, “Marketing to The Likeable Mom” discuss
how these new social behaviors impacting women’s identities in specific mothers,
and further examines how four groups of mothers – working, stay-at-home,
Millennial, and Generation X – connect with and react to technology, specifically
with regard to the social media content they create, share, and seek
In short, the study found that
Generation X Moms: are an active but
controlled online audience, and their online
identity becomes closely linked to her children. Most importantly, this group
work mother embrace technology to maintain work/life balance, and seek out
brands online that they feel understand them.
Millennial Moms: are interested in being
seen as individuals, users, consumers, rather than being solely identified as “moms.”
Their social circles are large, comprising of both “real-life” friends, virtual
friends, and brands. Yet, this level of hyper-connectivity may lead to unwanted
emotional responses. They have little tolerance for irrelevant advertising and
show an understanding of the complex dynamics of media.
Working Moms: have large social networks
and curate a variety of content to share. They’ve identified social media as a
resource for researching brands and voicing complaints. While they rely on
technology to manage their work and home lives, having less time to spend with
their kids may cause WMs greater anxiety about potential dangers it brings
Stay-at-Home Moms: are deal-driven, using
social media to discover discounts and promos. They are able to detach; they
need their smartphones, but are willing to set them aside more easily than other
moms. They don’t need feedback about the content they share in on social order
to feel validated and they are less concerned about how technology can
negatively impact their kids.
The study also articulates that women are
redefining what it means to be a mom. To engage with this influential group in
social media, it is important to understand what shapes their identity and
behaviors. As mothers look to social media, technology, and brands to help them
navigate parenting, the article also noted that there are many assignments left
on the table for advertisers to work. For instance, the study has found that
brand associations have become a reflection of mom’s best self, and this link
to their identity strongly. Moreover, the author warns advertisers that when
brands present or emphasize inspirational and qualities of their product or
service, brands’ social pages should facilitate concerns or tasks that busy
working moms are looking to accomplish.
Lastly, the lesson learned from the
article is importance of carefully designing communication with consumers. Some
Advertisers may falsely think that working mothers share certain identities and
behaviors as oppose to other target consumers, but it should be noted that
parental concerns may differ among moms. As mentioned in the article, working
moms are more likely to respond to solutions that help alleviate their fears,
and also emotional reactions to social media may also differ with Millennial
moms, who are most willing to feel the impact of a “like”
I agree with author’s view
that not a few brands still feel the pressure to come up with new, compelling content
day-to-day or week-to-week tailored to those mother’s behaviors and identities
by generating multiple posts, articles, photos, and videos. However, in fact it
often does not resonate with their audience. When formulating content
development strategy, the first step brands should consider is understanding
the content that their consumers are looking for and what they typically
consume. Second, content must be appealing to target audiences’ needs and
desires with information and entertainment. In addition, determining what the
current and emerging trends are important factors to consider prior to creating
content. Finally, when brands deliver content, it seems like brands are merely reinforcing
what their brand stands for. However, not just necessarily pushing a product,
but rather support of your brand story is indeed essential step to make
powerful impact upon consumers behavior..
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<Source:http://cdn.sheknows.com/whitepapers/likeable-mom/SheKnows-Harris-Whitepaper_final.pdf>
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