Sunday, October 26, 2014

Mom Alert: Mom's Don't be Used

The fact that mothers make a bulk of the purchasing decisions in most families has not been missed by marketing pros.  Commercials targeted to the mom shopper are old news. What is relatively new (and sort of surprising that this is new) is the marketing world waking up to the fact that mothers all over the Internet have a voice and a following. 

There are famous Mom bloggers online like the Pioneer Woman (who now has her own TV show on the food network) and @Dooce (who has over 1.5 million followers on twitter). These women were approached a long time ago by marketing departments. But the marketing world is now realizing that there is great ROI (Return on Investment) by working with the moms online who are not exactly "rockstars". 

In a recent article by titled "Beyond Product Reviews, Leveraging The Power Of Mom Bloggersthere is a discussion about ways to approach moms with social media reach during this holiday season. This is all fine and good and it is actually nice that moms on the internet are being recognized for their power/voice/reach.

But don't be hornswaggled by a few coupons in exchange for your social media space. If you are being asked to promote a product that you love and can truly get behind then go ahead and shout it out! For me a stack of coupons for diet coke was a welcome reward for writing a Haiku to @dietCoke. I have always been a fan and will talk about my love of Diet Coke whether they send me products or not. I wouldn't mind being a brand ambassador for Diet Coke but I'll tell you about my preference for DC any day of the week.

If you are just beginning to get into the blogging world and want to work with brands there are a couple of things to remember.

  • Full Disclosure: The FTC (Federal Trade Commission) has guidelines for bloggers in regards to fully disclosing any compensation received by a brand in exchange for some social media action. It's important to read these guidelines and have a good understanding of the expectations for bloggers.
  • Blogger Networks: It might be good for you to consider joining a blogger network or facebook group with other bloggers who are working with brands so that you have some mentors to work with or at least a forum to go to when you have questions about putting a price on your posts, compensation, brand expectations, etc.
  • Don't Sellout: It is tempting to take on a job just because they will pay you but remember that your online voice is worth something for a reason. It is worth something because you have integrity and an authentic voice that other moms look to for YOUR input. 

There are lots of ways to make money online. Don't let a marketing agent take advantage of you just because we are going into the holiday season.

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