How Mom Communities are Different from the Rest of Social Media Web

More and more moms are moving away from reading magazines and newspapers, and turning to social networks. However, the target is social networks aimed at moms – like BabyCenter and various mommy blogs. While it is true that moms are also trying to connect with other people on a social level, the interaction differs dramatically from mainstream social media.

Most online moms distinctly differentiate between real life friends and the moms they befriend on “mom” networks. They have different expectations from each, and interact differently with each. Connections on mommy networks tend to be about both the child and the mother – while other social connections (online and offline) are simply on a personal level.

On mommy networks, a mother can connect with others who are facing the same challenges – but facing them right now. Her offline friends may have experience in raising kids, but her mommy friends know what she is going through right now. They can relate to each other, support each other, and advise each other.

Due to this connection, women interacting on mommy networks tend to share information that they would not share on a mainstream social network. It seems that some information is just circulated among moms, and not considered part of the normal social media conversation.

The fact of the matter is that, after childbirth, the average mother tends to become disconnected socially. The newborn baby simply swallows a lot of time and attention, and there is not much to spare for social activity. However, as soon as these moms become comfortable with the baby, they learn to find time in between feedings and other tasks to go online and connect with other moms.

Information shared includes a mix of topics including parenting, the baby’s health and growth, finding out about products and services, as well as dealing with problem situations. After all, why would a young mother phone a friend and ask for advice on a crying baby – when she can go online and ask a hundred people?

The basis of interaction is a combination of moral support, advice, sharing information, and sharing in the joys of motherhood – all of which are things that are not part of the mainstream conversation. In fact, most of the mothers on these mommy networks insist that they share information on the network which they would never share on Facebook.

And finally, on normal social media sites, advertisers are tolerated under normal circumstances – regardless of what they have to offer. On mommy networks, on the other hand, there is a near disregard for “normal media” – and any unwanted intrusions are simply shut out and ignored – especially if it seems that their needs are not taken into consideration.