That’s it. I’m finally ready to throw pieces of blog shard at the next person who refers to the “so-called mommy bloggers.”
I got quoted in a piece this morning from the AP entitled, “Procter & Gamble hosts bloggers in stepped-up counteroffensive on Pampers Dry Max diapers.” In the article’s opening foray appears this one line, “It hopes the effort — including flying in the four so-called "mommy bloggers" from around the country because they can influence parents seeking product reviews, moneysaving tips and other advice — will deflect undeserved criticism.”
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By: Stacy DeBroff
Like everyone else in the social media space, we've been closely following the Federal Trade Commission's recent changes to blogging policies and disclosures, as it revamps 20-year old guidelines. The FTC now requires all bloggers to disclose any products or services given in exchange for a blog post. We agree with a need for transparency and authenticity but express concern over many unanswered questions.
Bloggers have become a significant marketing phenomenon for products and services, based on what we call their "sphere of influence" -- the extent to which and how big an audience feels connected to them, follows their posts and trusts their perspective. Bloggers also have gained prominence thanks to how search engine algorithms highly rank and favor blogs.
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Note: Although we have filled these positions, we are always looking for dynamic employees to join the Mom Central Family! Feel free to reach out if you think your experience, personality and passion, would fit in!
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Mothers that stay home withchildren have an extremely difficult job. Cooking, cleaning, teaching, playingchauffeur and occasionally peacemaker can be all in a day’s work. That means alittle leisure time can go a long way; hence the staggering number of stay-at-homeMoms joining social media sites.
A Retail Advertising and MarketingAssociation study showed that more than 60 percent of stay-at-home moms aremore likely to use Facebook, more than 42 percent are more likely to useMySpace and nearly 17 percent are more likely to use Twitter. That's comparedto average adults – 50 percent of which use Facebook, 34 percent that useMySpace and 15 percent that use Twitter.
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Known to marketers as The Big 3:Asians, Latinos, and African American dollars mean big business. Marketers havestrategically targeted these growing demographics with great success rates fora number of years. As the conversation between consumers and brands movedonline, ethnocentric tactics took a back seat. Companies just dipping theirtoes into Facebook, blogs, and Twitter probably won’t be thinking too muchabout reaching their exact or even secondary targets. If campaigns for minoritygroups prove few and far between, what chance do African American women (aminority group of a minority group) stand in the online marketing space?
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I have started calling my email inbox "Pompei" as I daily get inundated and buried under about 12 feet of emails from marketing folks seeking me to blog about their products. Some intrigue me- and I'm quick to respond. Some instantly lose my attention and get trashed.
And then, once in while along comes a pitch from a PR team that surely must have started on Saturday Night Live. As I read this one, I looked around for Candid Camera- but I know the PR person pitching it and the agency she works at. So, it's the real deal. And it starts with Men in Briefs:
Topic: what to get the guy in your life for the holidays
Solution: Men's underwear of course!
The email pitch sent to me:
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Mom Central Consulting
As mom experts we provide strategic advice and resources tocompanies who want to reach the powerful Mom market. Stacy DeBroff andour team of principals, all mom experts in their own right, helpclients execute targeted marketing campaigns to Moms thatbuild brand recognition and loyalty. Mom Central Consulting iscurrently engaged in messaging, marketing and reaching millions of Momsnationwide every month on behalf of clients including Unilever, Proctorand Gamble, Mattel, a number of technology clients including care.comand imbee.com, and many, many more. For more information on ourcapabilities, please visit Mom Central Consulting.
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