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BizReport : Social Marketing : June 29, 2010

BabyCenter dissects social moms' online influence

One of the largest online pregnancy and parenting communities has released new data that dissects moms' social influence and gives an insight into the mindsets, behaviors and influential impact of five unique segments of social moms.

by Helen Leggatt

babycenter logo.gifWith almost 30 million moms, BabyCenter is one of the top online destinations for women looking for pregnancy and parenting information. Eight million of those moms are in the U.S. while another 19 million or so are scattered across 22 countries worldwide.

Drawing on their vast pool of data, BabyCenter has dissected their massive online community and divided moms into categories depending on their ability to influence others.

But why bother? Because moms are becoming an online force to be reckoned with and are sought after by brands seeking endorsement and awareness.

"Since 2006, the number of moms using social media has skyrocketed more than 500%," explains Tina Sharkey, Chairman and Global President, BabyCenter. "Marketers (can) shift their mindset from social media to social marketing by gaining a better understanding of who the mom influencers are."

So, who are they? According to BabyCenter there are two core groups - Influencers and Influenced - which can further be broken down as follows:


Field Experts
- Stay-at-home moms with a topical focus on parenting. They excel at "in-depth mom-to-mom advice, wisdom and support." They account for 8% of BabyCenter's social moms, with a 33% share of overall influence and are most persuasive in parenting communities.

Lifecasters - Millennial moms with young children who are consistently involved in social media and enjoy being the center of attention. Active posters on Facebook and Twitter, they're busy 'liking' preferred brands, recommending products, identifying coupons and discovering deals. They make up 8% of the site's social moms and hold 34% percent influence overall.

Pros - Professional mom bloggers, self-employed Gen Y'ers, generating advice and well-researched parenting tips, product reviews and often blogging about brands in return for compensation. Pros comprise 2% of moms and wield 11% share of influence. Although highly influential, Pros' overall influence is less due to their small number.


Butterflies - Young professionals who "put the social in social networking." Often expecting for the first time, they socialize online for advice, and sharing personal posts on Facebook and Twitter. They make up 16% of social media moms but account for only 7% influence due to less participation.

Audience - A mix of moms at various life stages. They are less social online, rarely posting comments or friending other users. They are observers and comprise 66% social media moms but due to non-participation wield influence at just 15% overall.

Tags: online communities, online influence, social media, social moms, social networking

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