SOURCE: Big Fuel

Big Fuel

June 21, 2011 12:48 ET

'Her-suasion' Study Finds Moms Are Willing to Have Brands Reach Out to Them via Social Media

Big Fuel's Mom-entum and SheSpeaks Partner to Gain Insights on Mom's Social Media Preferences

NEW YORK, NY--(Marketwire - Jun 21, 2011) - About two-thirds of moms (68%) are amenable to a brand initiating contact with them on social media as long as the content provided by the brand is relevant to them, according to a collaborative study between Mom-entum, part of Big Fuel, the world's largest social media agency, and SheSpeaks, the leading women's social engagement platform.

The study, titled "Her-suasion," surveyed over 1,000 women from the SheSpeaks community on their social media habits, and results are reported on the 72% of the women surveyed who are moms with children under the age of 18. Her-suasion not only serves to define the current landscape of mom activity on the social web, but its findings herald good news for brands.

"Brands are starting to get it and Moms trust the content that's being served up via social media channels," said Holly Pavlika of Big Fuel's Mom-entum. "Marketers may be surprised to know that Moms are not just looking for coupons, they're looking to have a conversation with a brand or brands."

The study finds that moms are more likely to use social media to communicate about brands. Seventy-four percent of Moms have written a post about a brand or product on Facebook.

"Moms expect brands to engage with them on social media by answering questions and personalizing content and promotions," added Aliza Freud, Founder & CEO of SheSpeaks. "The bottom line is, build a direct relationship with her and she will reward you with her business."

The study provides additional key insights into how brands can leverage moms' influence in social media in effective ways for building relationships with moms online. These insights include:

  • 72% say the relevance of social media content they receive is more important than who shares the content or if the content is personalized for them
  • 62% say that a positive product experience is the biggest motivator for them to talk with others about a brand
  • 72% trust the content of a brand/product website, followed by third-party content on Facebook (68%) or articles (68%)
  • 29% report that e-mail is still the top way that they want to hear from companies
  • E-mail is tied with Facebook as the top way that moms want to hear about products and brands from friends

To download the full report visit

About this Study
The Her-suasion study was fielded online among the SheSpeaks panel in January 2011. The sample was comprised of 1,092 U.S. women, and results are reported on 72% of the sample (789 women) who are moms with children under 18. The SheSpeaks panel includes women who are socially active, both online and offline.

About Big Fuel
Big Fuel is a social media and branded content agency that takes brands from Content To Commerce®, a unique approach that bridges "people stories" to "product stories" to deliver guaranteed and measurable consumer engagement. For more information, contact

About SheSpeaks
SheSpeaks is a social activation platform that connects brands with female consumers. The world's most recognized brands work with SheSpeaks to spark consumer's interest, spur authentic dialogue, generate earned media and build long-term brand advocacy. For more information, contact or visit

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