Free Advice to Brands and PR Firms Looking to Work With Mom Bloggers


Since publishing my lists of mom bloggers with Klout there has been quite a bit of interest in them. For brands, media, and PR firms who are looking at these lists I caution you to understand that one’s Klout score is only a minor dimension into someone’s overall influence. In order to really understand a mom’s influence you have to get to know her by reading her posts and conversing with her either at conferences, events, or on Twitter. It takes more than reading lists to best determine who will be a perfect fit for your brand or campaign.

One of the most poignant comments left on my blog regarding Klout and influence was written by Katy who blogs at Bird on the Street. She said, “We tend to think of the digital space as a pyramid, but that’s hardly true. Everywhere you look women (and men) are creating and influencing in their particular niche.”

And, that is brilliant and so true!

In my last post, I mentioned there are pockets of influence throughout the mom blogging community instead of there being top mom bloggers and then everyone else.  That is what I sought to illustrate with my Klout lists.

In my chart above I have two mom blogging scenarios. The first is true to a certain extent, but for brands, it is important to understand that the second scenario is more true.

Scenario 1 : When you think of the mom blogging community certain names always bubble to the surface. These moms are the ones who dwell at the very top of the pyramid.

Scenario 2: What is more true of our community, however, is there are a lot of little niches like green, luxury, and travel mom bloggers and in each of those niches there are pockets of influencers. As a brand, this is the scenario you have to think hardest about.

A lot of the brands who are serious about the mom blogging space already understand this. But, if you are new to the space this is a lesson you have to learn quickly if you want optimal outreach with mom bloggers.

32 thoughts on “Free Advice to Brands and PR Firms Looking to Work With Mom Bloggers

  1. I truly love this! It’s more beneficial for brands to see the blogging industry through Scenario 2 because rather than working with the same bloggers whose names “bubble to the top” all the time, as in Scenario 1, they can branch out and reach larger audiences by connecting with those in particular niches that are seen as influencers – ones who may not otherwise be identified if brands only see the industry via Scenario 1. It’s just a shift in understanding, but a huge and necessary one!

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  2. Excellent insights (as always), Jennifer!

    I agree that there are indeed “pockets of influence” within the blogosphere.

    EXAMPLES:
    * If I were a real foods company or a fashion brand, I’d connect with Jo-Lynne of Musings of a Housewife.
    * If I wanted to promote birth centers and/or a birthing product, I’d go to Leigh of Marvelous Kiddo.
    * If I wanted to have my running gear featured, I’d go to Marcela of Culture Mami.

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  3. Jennifer, I think you nailed it!

    As the mom blogging community grow and more brands look to connect, it is all about finding the high quality and niche relationships that work for both parties. Great visual, thanks for sharing.

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  4. I would add to this that there are moms who have a strong pocket of influence within a particular social media platform. There are moms who have amazing blogs but don’t really engage on Twitter or Facebook or other sites. There are others whose blogs may not have the highest traffic or most loyal following but are gurus on Twitter or have a great influence on Facebook (where a lot of female customers are hanging out). Of course, many will parlay that influence across several platforms but it is another important factor to consider.

    Klout measures on Twitter. I was very active on twitter in 2009 but haven’t paid it as much attention in 2010 and my Klout score shows it. I looked it up after your article and apparently I started at 54, dropped to 43, and now am at 13. I don’t think my voice online has actually shrunk, I’ve just been using Twitter less and facebook more.

    At any rate, companies will have more success if they approach bloggers who are influential in niches they are trying to reach rather than just trying to find the “top mom bloggers”, I liken it to my former students who would ask me for recommendations and I would see they applied to #1-20 of US News & World Report’s top colleges…regardless of whether they were urban, suburban, rural, large, small, liberal arts, sciences, etc. I’d always advise them to think about what sort of experience they want, and what goals they have, and then apply to the colleges that fit those goals.

    Of course, the attraction of lists is that they are easy. They just are not always the most effective.

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    • OK. Replying to myself…now my Klout score says I am at 40. I am even more confused now by these algorithms. Which brings me back to the idea that measurable influence matters, yes, but even more so you need to find a “fit”.

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  5. Yes! So true. So many different groups from health to fitness to beauty too. If you actually read the blogs, you will know their strengths, interests and passions and it will become easier to identify those influencers. One of my favorite celeb sites is run by woman, who also happens to be a mom – http://www.imnotobsessed.com – Imagine that!!!

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  6. Very interesting. When I first started to blog in 008, it seem like the “top mom bloggers” rule the blogosphere. I’m so glad to see that it’s changing for our good.

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  7. I stumbled onto this blog after LIKING the Mom’s Blog FB page.. Very interesting thread.. I am still a bit of a novice and I have a website, not a blog, Not sure that matters?? How do you get a Klout score? Do you apply? Do you sign up and pay for a KLOUT analysis? I just tried googling and it was pretty confusing. Any insights to help me get a handle on this would be greatly appreciated. Thanks,
    Carol

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  8. Yes, I agree. There are exceptions to this rule with some super bloggers who can out influence any particular leader in any one niche, BUT by and all niches or “tribes” rule.

    And don’t forgot FITNESS!!!!

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  9. I’m always amazed how pictures convey so much more information than words. Your picture of a pyramid versus a circle hit home with me. I’m hoping to fit into one of the pieces of the pie and that the blogosphere has space for my thoughts and my passion. Thanks.

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  10. Jennifer

    That is truly one of the strongest single graphics explaining how to engage with new digital authorities.

    In a funny sort of way the top of the pyramid is kind of irrelevant. Those names are known whether it is Dooce in moms or Scoble in tech or a leading journalist. Not only are those names know, reachability (in practical terms) is almost impossible. These people have more inbound requests than they can deal with relative to their reach.
    They also may get increasingly generalist so depending on the message you are trying to get across you may be better off hitting a specialist, who by their nature is at the heart of a specialist community.

    A single score is valuable in the sense that as a quick take it gives you a sense of where in the pyramid you are. But it falls down when you start to think hard about the message you are trying to get out. We did some work around natural products and discovered very distinct spikes to people — some were interested in natural products with a distinct eco-vegetarian slant while other were interested in them with a very clear herbal remedy / naturopathic slant.

    You can check this on our consumer site–with apologies that it is deliberately tech heavy right now and in early beta. That will change with a major revision due this side of Christmas.

    And of course what is true for mom bloggers is true for every other segment. Complicated!

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  11. Thank you so much for another fantastic article.

    I truly appreciate how you are opening the eyes of those who believe influence is purely based on numbers.

    Influence is based on so much more and thank you for putting that out there.

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  12. This article is very interesting and I find your site useful for a mommy blogger just starting out. I have only been blogging for just over one month and have been struggling to learn how to use all the social media to my advantage. Dealing with PR companies is definitely something I am curious to learn more about. Thanks for this article! I look forward to reading more!

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  13. Pingback: Google reader shares from social web for November 22, 2010 | Wayne Sutton - location-based services, gadgets, marketing, social media, iPhone & iPad

  14. Pingback: Do You Know Your @PeerIndex Score? « Jennifer James Online

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