More moms use Facebook

Moms continue to be one of the Internet’s most desirable groups. eMarketer estimates that there were 35.3 million US mothers online in 2008, a number that is expected to reach 39.6 million by 2012. New communities and content sites for moms appear practically every day. Marketers and advertisers are constantly trying to reach this all-powerful group, who not only carry strength in their numbers but also in their purchasing power.Emineo Media Social Media Moms

More moms use Facebook, social networks than average internet users.

Have you Facebook-friended your mom yet? Even if you haven’t, you probably have more than a few connections on the social network with little ones of their own, using the site as a way to communicate, stay in touch with families and exchange information about parenting, among other things.

eMarketer estimates 23 million US moms are on Facebook this year—a figure that counts women with children under 18 in the household who use the site at least once each month. That represents well over two-thirds of all online moms in the country. Overall, eMarketer estimates that just 57.1% of internet users (including children) use Facebook monthly.

Facebook, of course, is not the only social networking site moms use. Overall, 26.5 million mothers with kids in the home use social networks at least once per month, or 79.2% of online moms. This compares to 63.7% of internet users overall.

These estimates mean that as of 2011, moms will make up 17.9% of all US social network users and 17.4% of Facebook users. But the high rates of penetration reached in this group mean growth will be relatively slow, and moms will actually lose share on the sites over time. By 2013, eMarketer estimates, 16.1% of US Facebook users will be moms with children in the home, while 17.1% of all US social network users will be mothers.

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Source eMarketer


Top Marketers Look to Invest Big in Social Media

Emineo Media Invest in Social Media
Emineo Media Invest in Social MediaCompanies are hiring, increasing spending and planning improvements for social media efforts

Companies are focusing a lot of effort on social media, and are investing resources and budgets in specific areas to improve this marketing tactic.

Over the summer of 2011, Booz & Co. and Buddy Media surveyed managers from Fortune 100 companies for their “Campaigns to Capabilities: Social Media and Marketing” report. Investments are needed across the spectrum of social media, and the Booz & Co. and Buddy Media study found that social media will become a higher percentage of total digital marketing spend in the next three years.

In 2011, 67% of respondents reported that social media made up less than 5% of their total digital spend. But when asked about how things would look in three years, 32% predicted social media will be between 5% and 10% of digital marketing spending and 27% predict it will be 10% to 20%. An additional 28% of respondents think social media will make up more than 20% of their digital marketing spend by that time.


Where is that money going? When asked about where they are making investments in social media, 57% of respondents said hiring full-time employees. Additionally, 48% highlighted services provided by partners, 39% said creating more content and 38% mentioned media buys.

Currently, 65% of respondents said they have plans in place to improve social media policies, 63% have plans for integration of social media into marketing plans overall, and 59% have plans for social media monitoring and rapid response capabilities.

But looking ahead, 56% said they are building plans for consumer insights generation via social media, or will build it soon, and 47% will build plans for key performance indicators and dashboards for social media. Interestingly, 41% of respondents said they don’t have any plans to build revenue-generating platforms from social media. Only 15% currently have such plans in place and 44% are building, or will soon build, such plans.


As social media becomes a more mature part of marketing and companywide plans, those leading the charge must figure out the strategies that will impact their businesses the most, and invest their budgets and resources appropriately.

Source emarketer