When cold and flu ‘go viral,’ so do moms

Hyland’s strong Facebook presence helped during recalls.

LOS ANGELES — When it comes to choosing the right medicine for their kids, moms go by the book — Facebook, that is. Moms new and old are spending more and more time on mommy blog-type sites and then tweeting or “Facebooking” any interesting tidbits they may find there. It’s a highly engaged group of consumers. According to recent findings by market researcher Morpace, U.S. Facebook users are on the site for one of every three minutes of time they spend online. Users 18 to 34 years old spend the most time on the site per week (8.5 hours out of 22.4 hours spent online). Users 55 years and older spend an average of 4.6 hours per week on Facebook.

Having a strong presence within social media proved to be a boon to Hyland’s when the company voluntarily recalled its Teething Tablets in the fall. “The energy was enormously positive, and we benefited from that in a major way,” reported Hyland’s chairman and CEO Jay Borneman. And while Hyland’s experience with its Teething Tablets some five months ago underscored the significant role social media platforms can play in a brand’s identity — not just on Facebook, but also on other social media platforms like mommy blog sites — the company also uncovered a new way to help their moms connect the dots around teething solutions for toddlers, kids’ cough-cold 
remedies and other pediatric solutions.

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