Before brands push out their Valentine's online campaigns, they'd better remember that mums on Social Media actually don't want to spend it socially, but rather offline.
The 'SocialMums' Survey of last year showed that Mums actually want a personal connection and not an online one with 57% opting for a romantic night out rather than an Ipad (28%) or Kindle Fire (12%). Only 2% wanted lingerie.
These are very active Facebookers, Tweeters and Pinteresters whom actually don't want the love brand messages and would rather switch off. They would like to wish their friends a "Happy Valentines" but that's about it. Then shut down their machines.
And anyway, as most of them are doing other things (like dinner), they're not going to be logged in. So it's actually a quiet night online.
Indeed, a Valentines digital brand promotion might be better focused by getting people out through dining offers, cinema nights and so on, rather than trying to interrupt their night online. Because that's what they want.
It's possibly the one time of year that Social Media will not be as effective as any other night when you think about it. Certainly targeting women and mums, might be seen as being trite rather than effective.
It's the old Advertising adage of knowing your audience and understanding them. Valentines night campaigns, might do more harm than good, if anybody is online at all.
Will you be?
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