PR Professionals: How to Determine a Mom Blogger’s Influence Without Asking Her


Yesterday my post, Why PR Professionals Shouldn’t Ask Mom Bloggers for Stats, got a lot of response from mom bloggers naturally because it is understandable to the community that asking for stats is borderline rude and also shows laziness because there are so many tools to determine a blogger’s influence that there is really no reason to ask; no reason to ask at all.

Before I get into the tools to use, I want to emphasize to PR professionals that no list of numbers compares with actually reading mom blogs, meeting moms at conferences, conversing with mom bloggers on Twitter and simply sitting back and observing the community. Nothing compares to getting to know mom bloggers and gleaning a true feel for a mom’s influence irrespective of stats. Nothing. Without understanding the community you may find a blogger with a lot of numbers, but who may get into constant confrontations on Twitter. Numbers alone can’t tell you that. Or, a mom blogger may not have the highest numbers in the world, but when she speaks her loyal readers listen and then spread the word to their readers and followers. In order to do successful blogger outreach you have to put time in and understand the community above all else.

However, if you don’t have time to get to know mom bloggers here are some tools that will help you determine a mom blogger’s influence through stats so you don’t have to ask a mom blogger her numbers.

Yesterday, I mentioned the information you can find using online tools. The following are tools you can use.

— a blogger’s stats/traffic (Compete, Quantcast, Google Pagerank) It’s widely known that Compete and Quantcast show lower numbers than actual blogger traffic, but these tools can give you a substantial starting point.

— how old a blog is (Way Back Machine)

— how a product placement will fare in the search engines on a blog (Yahoo! Site Explorer) The higher number of inlinks generally corresponds to how high a blog will rank in the search engines.

— how often a blogger comments on other blogs and what she’s said (BackType.com/People) Do a search for a blogger’s name

— the sentiment of a blogger’s tweets (TweetSentiments.com/Analyze)

— a blogger’s influence on Twitter and who she influences (Topsy, Klout, TweetLevel)

— how influential a blogger is with their readers
Take the time to read her blog and also read the comments

— how many RSS readers/ FB fans / Twitter followers she has
A lot of bloggers will put their RSS feed widget on their blog. Just look for it. They will also link to their Facebook fan pages and you can easily find a blogger’s Twitter followers. Just take the time to look.

— the tone of a blogger on her blog and in her social media stream
A tool won’t help you with this. You have to actually read a mom’s blog to get this information.

I believe PR professionals should do their own homework instead of asking for a mom blogger’s stats just to send them a $15 product. I understand that new mom bloggers have to prove their worth, but with the amount of online tools today PR professionals should research mom bloggers before they offer any product for review.

And, mom bloggers, if you want to approach companies to review products you need to put together an accurate and thorough media kit. You really need to show how you can bring value to a product review because businesses cannot spend endless dollars on a product review that will get them nothing in return.

Added: Per Toni’s comment below, I want to emphasize that none of these tools are 100% accurate. Even most of the stat counters we use for our own blogs have flaws. However, used together, they give a PR professional a “big picture” look at a blogger’s influence.

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