I love it when there are conflicting reports in studies. It just goes to show that in the Internet space there are no definitive anythings. When it comes to tracking Moms and their behavior on Twitter it’s as wide open as it gets.

eMarketer reports on a study conducted by lucid marketing that tells a different story than those reported earlier this year by eMarketer regarding surveys conducted by MarketingSherpa and Razorfish. Both of those reports told the story that consumers in general were more interested in online deals over anything else related to social media like content that is passed along to each other. The lucid marketing report, however, is talking about Twittering Moms specifically. One might suspect that deals would win the day but not so fast. Mom’s are more interested in strong content that is shared through Twitter than getting a coupon.

eMarketer tells us

Their top reason for following businesses on Twitter was that they provide useful information (68.3%), just edging out that they were already customers (67.3%) and the desire to find out about products and services (66.9%). While about two-thirds said they liked to see businesses tweeting links to sales, moms most wanted companies to share links to interesting articles or news.

And what motivates a mom to retweet a business tweet?

So marketers, it’s not all about coupons and savings for moms especially when it comes to Twitter. Just like the rest of the world these people crave strong content and are willing to share with others readily.

How are you targeting these moms? Are you just throwing out deals and wondering why many moms just stop following your brand on Twitter? Moms are people too and people like to be informed. Moms especially need to be treated intelligently and just lobbing coupons at them is not going to make the grade. What does is good ol’ fashioned strong content.

Isn’t it funny that no matter how you slice the Internet, social media and marketing as a whole the best content wins the day. Communication tools come and go but if you don’t load them with good content they will always shoot blanks.