Marketing to Moms on Facebook

Posted on February 8, 2010

Mom With ComputerIf it’s time to plan the family vacation, who is the one who typically does all of the homework? Beyond the initial “Hey, let’s go to the beach” conversation, typically, it’s the Mom who plans the events, the hotels, the logistics and makes sure everyone gets there with a toothbrush.

Considering how the majority of event planning is done on the Internet these days, especially on social media channels, how is your destination catering to vacation planners?

According to a recent emarketer.com survey, most moms (59%) on Facebook feel neutral about advertising on Facebook, while 31% find them boring or misleading. However, in general, moms are more interested in marketing when it caters to their specific wants or needs. According to the survey, 96% of moms use Facebook to keep in touch with loved ones, while only 10.4% say they focus on checking out companies and products.

Here’s the key takeaway, though: three-quarters were fans of at least one company or brand.

“Facebook is fertile ground for marketers to engage mothers and drive sales, but it needs to be done on their terms,” said Kevin Burke, president of lucid marketing, in a statement. “They have no time for brands that don’t ‘get it,’ but they do embrace brands that play by their rules.”

Moms Attitude Toward Moms on Facebook Moms' Use of Facebook

What are those rules? You can answer this question by putting yourself in their shoes. Here are a few things a mom would pass up:

  • Offers that sound too good to be true. Instead, focus on an all-inclusive package, highlighting fun, family-oriented activities.
  • Time-consuming surveys or sign-ups. Cater to the woman who wears many hats! Each second is golden when running a busy household, so make the planning process as painless as necessary.
  • Bait and switch. Moms know every trick in the book to save a penny, but are also very aware of unethical advertising methods, whether it’s in a magazine or on a Facebook page. Instead, offer coupons they can share with their friends.

When in doubt, ask yourself, “If I were still a kid (and Facebook existed), would my mom want to be a fan of this page?” You’ll quickly start adding coupons and more family-related activities to your page. A little bit of consideration can go a long way, and could make the difference in a family’s week-long stay at your destination.

Jessica Swink is a freelance writer specializing in Facebook Marketing and Tourism SEO.

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