Moms Are Changing the Face of Micro-blogging

 

The power of Moms on Twitter was revealed this November when an ad for the pain reliever Motrin connected babywearing with back pain. Many Moms were offended by the ad's perceived snarky tone. Using Twitter to spread the word, hundreds of Moms voiced their displeasure, which resulted in the ad being pulled and an apology from the brand.

Mom Central's research team surveyed 327 Moms who use Twitter to reveal how and why Moms are flocking to the popular micro-blogging site. The report reveals that Moms are not only tuned in to micro-blogging, but recognize it as a vehicle for empowerment.

They expect brands to meet them where they are online. And while there they expect brands to follow the rules of the road:

• 69% would be affected by a brand or company's inappropriate or poor use of Twitter.
• 64% of Moms follow at least one brand on Twitter
  • 30% follow three brands
• 51% have a better perception of companies that use Twitter for customer service.
• 49% feel brands should engage them on Twitter.
• 48% would be more willing to use a product or service from a company who used Twitter.

Moms connect with friends, family and one another through multiple social media sites, not only Twitter. In January 2009, Mom Central surveyed nearly 2,000 Moms, illuminating their overall web habits.  We learned:

• 60% of Moms are active on Facebook
• 40% are active on MySpace
• 39% are active on Yahoo Groups
• 37% use YouTube
• 25% have their own blog
• 14% use Flickr