May 15, 2009

Reaching Moms Through Social Media

by Rebecca Jennings

with Cynthia N. Pflaum, Emily Bowen

Executive Summary (This is a document excerpt)

Most moms are active social participants, especially those with very young children. They're at least 50% more likely than average online Americans to create social content and join existing communities online. Yet these busy social communicators — responsible for most household purchases — aren't attracted to inauthentic pleas for their attention. To successfully engage these women with social applications, you should tailor your strategy to the mom you want to reach, lead with relevant products and content, and let them share whatever you provide with other moms.

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