Moms are increasingly engaged by online content, with many even preferring digital media over traditional entertainment outlets such as television and radio, a recent BlogHer report indicates. Marketers looking to convert moms online should take note that social content catches their interest.
BlogHer's study, Today's E-Moms: Engaged, Enabled Entertained, indicates that social media resonates with this demographic. According to the report, nearly half of respondents (46 percent) use Facebook three times or more per day, while 35 percent log in at least daily. Meanwhile, 70 percent of the polled moms actively maintain blogs, 66 percent watch clips on YouTube, 45 percent use Twitter, 26 percent are LinkedIn members and 14 percent have Flickr accounts.
The BlogHer study highlights the importance of leveraging social media content to reach consumers, especially if mothers are the target audience. Moreover, traditional outlets, such as television, are slowly becoming less relevant to this demographic. BlogHer found that respondents are more likely to go without TV for a day than give up the internet for 24 hours, further emphasizing the value of online content.
Simply having a social presence isn't enough – marketers need to have a content schedule in place to maximize exposure. Brafton recently reported the importance of following an editorial plan, with a comScore study indicating that by publishing content five days of the week, brands boost fan exposure by 16 percent.
