To connect or promote? An exploratory examination of Facebook pages dedicated to moms

Mothers are increasingly using Facebook for a variety of communication functions. As an initial step toward understanding how mothers use Facebook, this exploratory study examines the types of messages mothers receive from Facebook pages solely designated for them. Using a content analysis, twelve Facebook pages and 526 administrators' posts were analyzed. The majority of pages identified purpose as conversational/ discussion starter, while the majority of administrators' posts were coded as informational/promotional. The discrepancies between the pages' and posts' purpose are considered. Directions for extending the research examining mothers and social networking sites are also suggested.