The C-Suite Digital Handbook

Media Integration Opportunities with "Social Moms"

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In the last twelve months, several studies have come out demonstrating how much moms are using social media.  Of course, everyone assumes that moms are social - especiallly the stay at home moms.  In the media coverage of these studies, there is an element of surprise at how much moms are using social media platforms.  Here are a list of some of the studies:

• The Power of Social Networking for Women from ShesConnected Multimedia.  This study, released in the summer of 2009, received lots of hype because it found that more than 36 % of the online US and Canadian women would give up their chocolate, Prada's or mother-in-law before they gave up their social networks. 
• BabyCenter, LLC released its 21st Century Mom Report in June of 2009 and found that social media usage by moms has increase at over 460 % since 2006.
• The Retail Advertsing and Marketing Association [RAMA] completed a study in September of 2009, where they concluded that retailers should be focusing on social media with mom consumers and using it to provide free items, promotions and discounts.

While some observers may be surprised by significant mom social media engagement, I hope that those investing a significant percentage of the annual $ 70 billion+ television advertising spend targeting moms are not surprised.  With the right calls to action placed in television commercials, there are multiple opportunities for integrated media focusing on today's social media moms. 

Smart multichannel programmers like Scripps Networks [owner of the Food Network and HGTV], with a significant mom audience, have partnered with advertisers on integrated media packages.  A real success story for HGTV has been their relationship with Lumber Liquidators, traditionally a direct response marketer, who have increased consumer engagement and revenues through their on-air and on-line sponsorship of promotions surrounding the HGTV hit show, Dream Home.

It seems to me that local television stations that air syndicated daytime fare, also consumed by moms, should be looking at successful integrated media programs.  Social media integration into local television advertising could drive revenues and loyalty for local advertisers.  What do you think?