Does mommy need a cocktail?
“It’s not really about the alcohol at all,” says Marile Borden, the Boston-based mom who started the Moms Who Need Wine (MWNW) website and its affiliated Facebook page. “It’s simply about the validation that motherhood is a tough job, we’re not all perfect, and at the end of the day we need a break.” Having just achieved more than a quarter million “likes” and growing, Facebook users are validating the page’s mix of parenting support and oenophilia.
According to Borden, while it has about half the number of likes as Fans of Being a Mom, MWNW’s fan base has surpassed many traditional women’s issue pages on Facebook, including Parenting, Real Simple and O Magazine. With .56% engagement on MWNW over the course of 10 recent posts, the page compares favorably with heavy hitter publications such as The New York Times (.036%) and The Huffington Post (.07%).
Besides the exponential growth of her fan base, Borden learned the following about her fans and their behavior online in a recent poll – findings in line with other studies we’ve posted about women being highly active in social media:
- 95% of MWNW Moms say visiting Facebook is one of the first two things they do when they go online (38% say it’s the first, 55% say it’s the second)
- 74% of MWNW Moms log on more than three times a day
- Seven out of 10 MWNW Moms spend an hour or more each day on Facebook, with 4 in 10 spending two or more hours
“It feels good to know that there are other moms out there in the same place that I am! And there is no one there to judge me because I am DYING for a glass of wine after I have spent the day doing a mommy marathon and worked a full time job!!” says one Mom fan. Another states “[I love] the knowledge that we are not so very different, we moms. Motherhood is motherhood nation to nation. We are more alike that we are different. To discover this, has been so uplifting.”
Founder Borden runs a marketing communications firm and launched Momicillin Publishing LLC with the goal of making valuable, entertaining and supportive content more accessible to moms via the communications tools they most prefer. She said she launched Moms Who Need Wine, “(A)s a Social Media avenue for like-minded moms to come together and share stories, revel in their imperfections, and find solace in the fact that they are not going it alone. Most of our women share a love of wine – but more importantly, they share the fact that day by day, hour by hour, they are striving to succeed at one of the toughest jobs in the world.”