A new report from eMarketer found that more than 20 million American mothers are active Facebook users, checking their accounts to keep up with friends and family. With more than two-thirds of mothers with children under 18 on the website, social media marketing opportunities for businesses targeting mothers of younger children are growing.
As more millennials start families, the amount of them using social media websites will likely grow. According to eMarketer, more than 24 percent of mothers will be using Facebook by 2013, which represents more than 87 percent of mothers who access the internet.
New mothers, in particular, often spend time researching new products and accessing reviews from other women. Social media marketing allows businesses with this market in mind to guide product discussions and respond to any negative feedback directly. This finding suggests that social marketing can help build loyalty between mom shoppers and the brand.
Brafton reported earlier this month that the Direct Marketing Association has found similar social usage rates among new mothers. According to the study, 84 percent of new mothers use Facebook, with 72 percent of them reporting that they Like brands on the social media website.