Marketers targeting dads should reach out to them as parents first, dads second

New Dads Are Big-Time Social Media Users

While moms used to be the social network standard-bearer of the family, fathers—particularly first-time fathers—are engaging in the same types of social media activities that new moms enjoy, according to a February 2012 survey by Edelman and The Parenting Group. The study showed that 42% of new US dads who use social networks write family-related status updates on a daily basis. It further found that 56% of new dads post family photos at least a few times a week, while 21% post family-related videos.

The study defined “new” dads as those whose oldest child was age 2 or younger. The results were similar for the survey’s overall population of US dads with at least one child under the age of 12.

There was even one area in which dads were actually ahead of their female counterparts: Millennial dads have more online friends than millennial moms. These dads reported an average of 96 online friends, while moms averaged only 70.

The results don’t surprise Mark Wildman, vice president and group publisher of magazine and digital media company The Parenting Group. Pointing out that one out of six fathers are stay-at-home dads, he said that male parents today are more likely to view themselves in a broader way than they did in the past. “I don’t just view myself as a provider,” Wildman, the father of preschool twin girls and a younger boy, told eMarketer. “The nurturing, the cooking, the food buying—I am doing it in partnership with my wife.”

Indeed, even shopping activities like following brands on social networks, long considered the purview of the woman of the house, are being embraced by dads. A study by Arbitron and Edison Research found that, even over a year ago, in February 2011, US dads on social networks were catching up to moms, with 25% following a brand.

How should marketers reach these new dads on social networks? Present messages as a “mosaic,” Wildman said, drawing on his own experience with the Parenting.com site. “The parent should feel like whatever he [the dad] is doing, who he is and his method of parenting will resonate because the advertiser isn’t defining what the roles are in the family.”

Instead the advertiser should communicate “the essence of the brand in a thoughtful way that demonstrates that it’s an enabler of a lifestyle,” Wildman advised. “You can mention a brand, but it cannot dominate the conversation.” ~emarketer.com~

Social Media…The Gift That Keeps On Giving

The signs are hard to miss: stores displaying holiday decorations, holiday sales ads, and Santa in many malls. Yes, it’s time again to wrack our brains deciding what to give our grandparents and parents for Christmas. Senior Care Corner suggests giving the Gift of Social Media this year.

The Gift of Social Media for Grandma (or Grandpa, Mom or Dad) is a gift that truly keeps on giving year-round to both recipient and giver.

While the use of social media by seniors is growing faster than for any other age group, research shows that fewer than 1 in 7 access social networking sites.

Why social media as a gift? “There are many benefits to senior loved ones and their families,” says Barry Birkett, Senior Care Corner (www.seniorcarecorner.com) cofounder, “whether it’s Facebook (by far the most accessed), YouTube, the newcomer Google+ or one of many other social networks.”

• Keeping families close, making it possible for many seniors to chat and keep up with their children and grandchildren.
• Photo and video sharing, with social networks making it quicker and easier than ever to share pictures and movies with loved ones and friends.
• Community Belonging, giving seniors the ability to socialize from the comfort of home.
• Peace of Mind, keeping the growing number of seniors preferring or needing to live in their homes a convenient way to check-in regularly with loved ones and healthcare providers.
• Coupons and other Discounts, linking seniors to the online offerings of retailers and service providers.
• Brain and memory exercise, helping to keep seniors’ brains young.

Giving the Gift of Social Media is more than signing up your senior loved ones for Facebook or showing them how to access YouTube videos and can be part of a truly memorable family experience.

• Arranging online access, where needed, often through cable TV or home phone companies or a cell phone provider.
• Choosing the right device(s) for your loved one. Popular options include computers, tablets and smartphones.  Some devices are targeted to seniors and their specific needs.
• Setting up access to desired social networks.
• Establishing privacy settings and practices.
• Communicating with loved ones on a regular base to form and keep the habit.

The Gift of Social Media is truly a gift for all.
~prnewswire.com~

The Power of Social Media During Disasters – Texas Wildfires

This past weekend I saw a massive wildfire about 5 miles west of where I live. You couldn’t miss it – the entire western sky was filled with smoke. That wouldn’t normally be an event worth reporting to the world, and thankfully, it was controlled within 6-8 hours. The fact that this is happening across a state the size of many countries is truly alarming, and without Twitter, I wouldn’t know whether one is coming my way or not.

Texas has been hard hit by heat and drought this year, so much so that the entire state has been under “red flag” warnings for much of the summer. That means that any spark, be it man-made or natural, can erupt into a wildfire and consume thousands of acres in short order. Put us on the back end (the dry, windy side) of a slow moving tropical system, and you’re gotten yourself into a world of hurt. I’m following @Texasfiredotcom on Tweetdeck, because I would really like to know if there are fires to the north coming this way and how communities are dealing with this disaster. I found out about @Texasfiredotcom by asking “Any Texans know of a good site to monitor the fires?” @alyhell responded with a couple of good recommendations.

My point is, how would I have found out via Google or any other wait-for-a-response social network? Twitter is near-real-time, and if you have any followers at all, you have a huge resource of people to ask. I’m at least a little comforted to know that I can listen to the streams about the fires in Texas and be pretty sure that they are up-to-date. Add to that the fact that many others are doing the same thing to protect their homes and families, and you have a bona-fide neighborhood watch on your side even if you live out in the boondocks like I do.

It’s easy to take the power of social media, especially Twitter, for granted in times of crisis. But when you have one staring you in the face, it’s a different story. I wish all of my fellow Texans best of luck until this wind dies down and the fires are out. I want to personally thank all the professional and volunteer fire fighters out there risking their necks for the rest of us. Your efforts are not going unnoticed these days. ~ business2community.com ~