I have spent almost two years writing articles and tweeting about using social media and trying to help brands be more insightful, relevant and helpful when it comes to marketing to Moms. But how do you put into words and help brands truly understand the “sisterhood of motherhood?” A brand can invite Moms in for a focus group, create and read studies that turn motherhood into percentages and statistics. But till you are part of a community, engaging, sharing, commiserating, celebrating, connecting, encouraging and helping each other, the studies and statistics are mere words on paper.
The Sisterhood of Motherhood is an amazing. Bonds created through 140 characters, friendships, laughter and more. Simple posts on Facebook. Tweet ups. Every morning, friends I’ve met sent the morning greeting over twitter. I am constantly astounded by the power of Moms and their ability to get behind a cause, help a fellow Mom, give words of advice especially in a world where so much is “all about me.” Most of this virtual sisterhood will never meet in person and that makes the sisterhood even more amazing. Yet, there we are every day talking over the virtual picket fence checking on one another’s plans, sharing our children’s latest adventures or just having a little girl time.
Is it merely just the aspect of becoming a Mom that creates this motherhood? Or is it a nurturing, networking female characteristic that is in our DNA coupled with social media that has given us the perfect platform to amplify and connect us all? It is no wonder that brands are so interested in the Sisterhood of Motherhood and all that it can accomplish for it truly is powerful and I’ve been lucky enough to have experienced it firsthand. But this is where humanity, compassion and more come to play. For a brand to have a relationship with the sisterhood, they have to be human. It’s not about spewing product information and handing out coupons, it’s about keeping it real. Yes, it’s all about understanding and responding and being relevant. But I think the real key is personalization. The brands that take some time to personalize their tweets, to answer posts and show humanity will be the ones that will come to understand the sisterhood of motherhood.
Not long ago I tweeted that my son was coming home. Raymour & Flanigan immediately tweeted back with funny comment and a recipe suggestion for me to make him. What was the furniture store thinking by sending me a recipe? It stopped me in my tracks. But here was a brand taking the time to personalize the message. A few days later I found myself walking by the store. I’d never been in a Raymour & Flanigan, but that tweet compelled me to walk inside. (Yes, maybe I’m drinking too much of the social media Koolaid.) Turns out the people were nice and I actually liked a lot of the furniture. I can only think that the person behind that tweet was a Mom because it felt like it came from someone in the sisterhood. And do you know how many moms in the sisterhood I’ve told this story to?