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Communities Versus Networks in Communicating to Mom

March 9, 2011

We have read and written about the power of social media in today’s marketing tool kit for Moms. A couple of recent studies have clarified the role of online communities and social networks in women’s lives.

iVillage in conjunction with Burke Research found that over half of all women trusted the information on brands from online communities compared to just 14% for social networks. The percentage was virtually the same for belief that communities had the experts needed for Mom to make the right brand choice.

Half of women feel online communities are the best place to find out information on new products versus 21% for social networks. And 47% found communities and forums as places to provide help in making purchase decisions as compared to just 16% for social networks.

Social networks continue to dominate with Mom as places to keep up with friends and family and provide entertainment.

So marketers need to not overlook their role in supporting online communities and forums in addition to developing a robust presence in social networks.

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