A New Generation of Power Moms Influence Politics and Peers: Debbie Wasserman Schultz, Michele Bachmann top the list of Political Power Moms

New Book by Maria Bailey Reveals how Influential Mothers are Moving America's Thinking on Everything from Politics to Products

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Maria Bailey

Aug 19, 2011, 03:58 ET

POMPANO BEACH, Fla., Aug. 19, 2011 /PRNewswire/ -- From Soccer Moms to iPhone moms, a new generation of Power Moms are taking America by storm. With over 83 million mothers in the United States, women with children represent not only the most powerful group of consumers but one of the largest voting blocks in America. The influential soccer mom of the 80s, credited with voting Bill Clinton into the White House and catching the attention of Fortune 100 brands, has been replaced. Today, the iPhone-toting and Facebook-posting parents who are recommending products, as well as talking about political policy and presidential candidates are called Power Moms.

They are described in a new book by Mom Marketing expert Maria Bailey, titled "Power Moms: The New Rules for Engaging Mom Influencers Who Drive Brand Choice" (Wyatt-MacKenzie; May, 2011). Not only are moms writing political blogs, there are plenty of politicians with children who influence family issues. Included in the list of Political Power Moms are Sarah Palin, Michele Bachmann (MN-06) and Debbie Wasserman Schultz (FL-20).

Top Political Power Moms


Debbie Wasserman Schultz
(FL-20)

Mother of twin girls known for her
long-time commitment to issues
important to parents like pool safety.


Michele Bachmann
(MN-06)

Mother to five children and foster
parent to over 20 girls.


Michele Obama

Mother to two girls who is using her
high-profile position as First Lady to
push issues important to mothers, such
as childhood obesity.


Sarah Palin
Mother of five and the original hockey mom

Former Alaska Governor


Hilary Clinton
US Secretary of State

Mother of one daughter who was not
seen in her role until Chelsea's wedding

"I believe you will see Power Moms stirring the outcome of the upcoming Presidential election.  Don't be surprised to see moms Tweeting from the soccer field or sharing campaign messages and political opinions on Facebook while sitting at a dance recital," explains Maria Bailey, author of "Marketing to Moms" and herself a mother of four. "The sphere of influence of a Power Mom can make or break the sales of product just as much as it can elect our next President and representatives," Bailey added. 

As the political climate heats up, these power moms have extended their influence over politics, particularly through their social media channels, Bailey points out, adding that popular Political Mom Bloggers such as Joanne Bamberger, known as Pundit Mom online, influence a large audience.  "In fact, even the late Elizabeth Edwards was known to post comments and opinion on political blogs run by moms," Bailey said.  

What makes a Power Mom? In Bailey's new book, a Power Mom uses a range of online and offline channels to communicate with family, friends and constituents. Power Moms talk about products, brands and issues using platforms like Facebook and Twitter, in addition to traditional book club and school meetings. The key to a Power Mom's influence is the integration of these messages across platforms: a front porch chat with a fellow Mom about her favorite brand gets tweeted from her smart phone or posted on Facebook during naptime.

"Moms have always influenced the purchases of other mothers through word of mouth. While waiting in the carpool lane, they recommend products or suggest particular brands," explains Bailey, a Power Mom with several Facebook fan pages (http://facebook.com/MariaBaileyBSM), a Twitter account with 20,000+ followers (@momtalkradio) and a recent term as the homeroom parent for her youngest child's class.

The Impact of Power Moms

  • Mothers control $2.5 trillion in annual spending in the US economy
  • 89% of Power Moms have recommended a product to friends and family on Facebook
  • 65% of moms confess to discussing politics with other mothers
  • 82% of mothers have purchased a product based on a recommendation on Facebook or Twitter
  • 75% of Power Moms who blog online hold a leadership role in a community group or offline organization and influence over 50 moms a week
  • On average, Moms will "Like" 3 brands a week on Facebook and recommend the brand's Facebook page to their friends

For more information about Power Moms and a list of these same Moms across the US, read Maria Bailey's Power Moms: The New Rules for Engaging Mom Influencers Who Drive Brand Choice (http://tinyurl.com/powermoms2011; Wyatt-MacKenzie; May, 2011) now available at Amazon.com. For more information or to schedule an interview with Maria Bailey, please contact Mary Donnellan at [email protected] or 954-658-9481. Book images available.

SOURCE Maria Bailey