Subscribe to our newsletter
About this blog
The Firefly blog features news, views, buzz and ideas around the PR and communications industry.
Social trends, PR and social media tools, communications strategies, attention grabbing WOM campaigns, entertainment hotspots, running integrated and pan-European campaigns, safeguarding reputations and managing crises are just some of the topics we’re talking about.
What PRs need to know about how Mummy bloggers work with brands
Ask a mummy blogger why she started blogging and she will generally say the same as me: “I had to get all this stuff out of my head”.
For some mums that might be that they have a child who is autistic and they want to raise awareness, vent about form filling, systems designed to help that actually hinder, or they are just seeking support from fellow parents. Or they might be mums suffering from post natal depression who need to get off their chests how they are feeling and find mutual support from other sufferers, past and present.
For me, it was different. I found that working from home means that I don’t get a chance to rant about the Kardashians or Honey Boo Boo or Jamie Oliver’s latest 15 minute recipe book over a cup of tea with colleagues. For my husband’s sanity I have to get it “out there” somewhere so my blog www.mummybarrow.com is my little part of the world wide web to put my opinion across and, sometimes, spark a debate with others.
I have been blogging for over a year now and I have seen my subscriber list and Twitter followers increase on a daily basis. It seems people like hearing my opinions on world events, newspaper articles or chocolate. A fact that both surprises me and at the same time makes me just a little bit proud. Who would have thought that a tubby middle aged housewife from Hampshire might be saying something that other people want to hear?
And now it seems that various brands want to hear my opinion and to blog about their products.
Mummy bloggers are great for brands. You send us a product, we use it and we talk about it on our blogs. Blogs that are part of larger communities: Love All Blogs, Britmums, Netmums, Tots100 to name but four. Communities who, in turn, will promote those blog posts to their subscribers and followers. Who will RT our tweets on Twitter when we talk about your products. Who will be promoting YOUR product simply because they trust the blogger.
Beware though. Mummy bloggers are not stupid. We now know the value of our blogs and how powerful our voices can be. We are unlikely to want to promote a product that has a retail price of £5 JUST because it has been sent to us. A brand was horrified recently when I turned down the opportunity to review a tube of teething gel that retails at £1.99. “I have read your blog and see you have children”. Yes, I do. They are 18, 17 and 14. So teething gel is not something I can get passionate about.
Nor do we necessarily want to publish a pre written press release just because it has been sent to us. Many brands and PR companies think we should be flattered to have been chosen to cut and paste a document that includes a back link to a site we have no interest in.
We are not free advertising. We work hard on our blogs, we pay to join some of these communities, we photograph products and write up these reviews. We promote them on our Facebook pages and on Twitter. Do brands really think we are going to do that for product we don’t have an affinity with?
Get it right though and brands can have us eating out of their hands, doing much of their PR for them. I am incredibly loyal to the brands that I have reviewed on my blog. They approached me in the right way, they made a killer pitch and they see me as a brand ambassador, not just as an advertising space on the world wide web. I have continually talked about them whenever I can. If I see other people asking “anybody tried this?” I will jump in and sing the praises of the brand or the product.
To me, mummy bloggers offer the kind of publicity that many brands cannot buy. We should be taken seriously and certainly not viewed as mummy blaggers.
Now if you will excuse me I have a whole box of chocolates to get through for my next post.
You can find Mummy Barrow at www.mummybarrow.com or @mummybarrow