Last year, a group of mothers used social media to push back hard against a Motrin ad for the way it construed women. The Advertising/Marketing/PR communities were stunned by the speed with which this viral message (on a weekend, no less) turned an expensive ad campaign upside down – and by how quickly Motrin had to launch a crisis communications plan through the then–unknown playing field of social media.
The truth is mothers and fathers have been writing about their experiences for years. While these voices have always mattered, social media’s transparent connectivity has shifted the reigns of empowerment from policy makers and advertisers to parents, themselves. These “Mommy Bloggers”, legions of women writing and receiving comments on blogs, facebook and twitter, now shape social thinking on parenting, education, health and other issues of relevance to families. And, their role in leveraging branding and messaging for consumer products is immense. This is citizen journalism at its core.
Groupable, a leading social media platform that enables brand advertisers to connect with targeted communities, has listed the top moms blogs/groups. Its Top 100 list ranks those who are among the most relevant and the most engaged within their socio-demographic target and who have the greatest potential to influence buying decisions.
According to Nate Brochin, Groupable CEO, “Moms Groups represent the most passionate part of a very influential consumer segment. This list shows that influence is more than just twitter followers. Brands can use Groupable’s ratings as a filter to find groups that will be both responsive to marketing initiatives as well as influential in spreading the word of these brand experiences.”
The following are Groupable’s Top 10 out of the 100 most socially influential moms groups*:
| Rank | Group Name | Groupability Index (GI) | Updates/Day | Followers | Engagement | |
| 1 | Work It Mom | 84 | 3.2 | 3,879 | Average | |
| 2 | Parent Hacks | 80 | 7.2 | 14,643 | High | |
| 3 | Manic Mommies | 79 | 1.2 | 2,451 | High | |
| 4 | Amazing Moms | 78 | 1.4 | 25,848 | Average | |
| 5 | Boston Mamas | 77 | 23.3 | 4,029 | Very High | |
| 6 | Cool Mom | 73 | 1.8 | 5,407 | Average | |
| 7 | Rookie Moms | 68 | 8.0 | 20,110 | High | |
| 8 | Moms at Work | 65 | 8.5 | 36,938 | High | |
| 9 | Green Moms Carnival | 65 | 13.4 | 21,568 | Average | |
| 10 | Mommy Poppins | 64 | 3.0 | 3,798 | High | |
*Representative data points for the GI formula
For a complete list of the Top 100 Most Influential Moms, email Groupable at info@groupable.com or for more Top 5 Influential group lists, go to http://influence.groupable.com/.
Interesting take here. I like the fact that this influence measure seems to take into account offline activities as well. I’ve always thought that the Twitter only measures were shaky at best. You’re right. Social media has made it easier than ever for our voices to be heard!