Posted October 10, 2011 2:45 pm by with 3 comments

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84% of moms are using Facebook, but few are using the social network to shop. That’s one of the findings from the new report from The Direct Marketing Association and Mom365.

When asked about seeing offers on Facebook, the moms complained that they were inundated with too many offers, often from the same sender (42%). On the other hand, 72% of moms say they have liked a brand on Facebook and they did it in order to get better offers. That’s kind of like buying the weekly paper then complaining about too many papers, right?

The entire report is filled with contradictory information which I’m sure is right on target. What it proves is that we’ve yet to figure out how to effectively use Facebook to contact our customers.

The report also points to the concept that a few users are responsible for the biggest returns. For example, 40% said they’ve bought something based on a recommendation they saw on Facebook, but 60% said they rarely ever discuss brands within their circles.

What do moms want from marketers?

  • They want relevant deals, that get right to the facts.
  • They want want coupons and rewards.
  • And they do not want to have to jump through hoops to get them. Multiple webpages, forms, logins — forget it. If they can’t access the deal fast, then they’ll move on to the next one.

When you look at that criteria, Facebook is the ideal place for marketers to meet moms. You have an opted-in customer with an available profile, an easy way to distribute deals to followers and no additional hoops are required since the moms are already logged in through Facebook.

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So why isn’t it working? In some cases, it is. I subscribe to several deal blogs a day and Facebook sample and coupon offers often reach their limit within hours of posting. People are anxious to scoop up the Facebook deals, but whether or not these coupononers are turning into customers is anyone’s guess.

With the holidays coming, there’s an even bigger question. Can marketers get Facebook users to buy straight from the fan page? That’s Facebook’s next big hurdle and I don’t see it becoming a trend any time soon.

  • Facebook fan page can get someone to buy a product if the deal is reasonable. Usually “too-good-to-be-true” deals won’t make a legitimate sale as many buyers nowadays are aware that spam usually takes place with these types of offers. In addition, a history of a legitimate purchase from a friend in Facebook to the same fan page would make anyone purchase the product.

  • Thanks for sharing this information – there is far too much guessing going on by ‘marketers’ about Facebook and it’s leading to a lot of irrelevant information being pushed onto the customer (not to mention wasted resources within the organization).

    Do we really believe that social media is about pushing discounts? To me, that’s the lazy way out – an easy way to say “Yeah, we’re involved in social media” when they should be sitting back and listening before acting.

    Hopefully more marketers will see the value of social media as something more than another channel for pushing the same message to the masses and they will start listening, asking probing questions and learning how to differentiate themselves.

  • “we’ve yet to figure out how to effectively use Facebook to contact our customers”

    The tricky part is that everyone uses Facebook for different reasons. You may use it to shop, while I’m keeping my profile strictly about my business. There are hundreds of millions of users on Facebook. Any study is going to have contradictory results.