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The majority of moms online don’t mind getting marketing messages via social networks as long as those messages are directly relevant to them. This is the main finding of a study carried out by social media agency Big Fuel and SheSpeaks, a women’s social engagement platform.

The study, titled “Her-suasion,” surveyed more than 1,000 women from the SheSpeaks community on their social media habits, and results are reported on the 72% of women surveyed who are mothers with children under the age of 18.  It finds that mothers are more likely to use social media to communicate about brands. Seventy-four percent of moms have written a post about a brand or product on Facebook.

Other key insights include:

• 72% say the relevance of social media content they receive is more important than who shares the content or if the content is personalised for them
• 62% say that a positive product experience is the biggest motivator for them to talk with others about a brand
• 72% trust the content of a brand/product website, followed by third-party content on Facebook (68%) or articles (68%)
• 29% report that e-mail is still the top way that they want to hear from companies
• E-mail is tied with Facebook as the top way that moms want to hear about products and brands from friends

The data shows that brands are starting to better understand how to use social networks for marketing. Perhaps more surprising is the finding that mothers trust the content that’s being served up via social media channels.  Could it be because online moms expect brands to engage with them by answering questions and personalisng content and promotions? It comes back to relationships…building strong relationships with individuals is the key to successful social media marketing.

To download the full report click here.

Related posts:

• Social media boosts campaigns
• The rise of social commerce
• Pew study: boomers flock to social networks

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