It’s no secret that, in the United States, women make the majority of brand purchases — including big-ticket, high-tech purchases — with the Internet being their primary research tool. But recent research indicates that specifically focusing on moms, and those who use social media, is producing gains for a wide variety of industries, from health care and automobiles to stereo equipment, produce and retail.

Mothers’ use of social media is skyrocketing. Recent market research indicates a 462 percent surge in usage among mothers since 2006. Of those women, 44 percent use social media for word-of-mouth recommendations on brands and products. A primary channel for those product recommendations tends to be online communities that offer parenting or health advice.

So, how do you engage these social media moms? Stop marketing at them — and start engaging them by speaking to their interests and concerns, inviting their feedback and helping them make an informed purchase decision. Mobilize them with social media. Make your digital presence a resourceful one.

• Become a trusted resource. Be transparent. Share case studies, press releases, white papers and customer product reviews (video format helps her multi-task and learn at the same time). Stop pushing your products and start providing information. Walmart sponsors the “Real Women’s Guide to Technology.”

• Speak to her purchasing concerns. According to the 21st Century Mom survey, 73 percent of women said becoming a mom changed their buying criteria — safety, quality and price are top on the list. The number of moms looking for eco-friendly products has jumped 51 percent in the last three years.

• Get social. If you aren’t on Facebook, Twitter or LinkedIn, you’re virtually invisible. Present them with special offers or product samples via these sites that allow them to indulge and share brand experiences, product reviews, suggestions and feedback. Support causes that engage them.

• Reconsider your media distribution list. Moms use online parenting and health communities as primary resources for information about products and services. It wouldn’t hurt to add these to your list — and tweak your press releases to address her concerns.

• Get to know moms who blog. Find those whose interests align with yours, then build a relationship — share information and product samples. Seek her feedback and that of her followers.

Think this advice only applies to retailers? Nope. Moms are in high-powered positions making everyday decisions that affect the businesses they’re a part of. If they’re looking to partner with — or purchase from — you, you can bet they’re doing plenty of research.