I recently overheard a group of PR folks talking about an online promotion they did with mom bloggers, but how some mom bloggers scare them. They mentioned one mom blogger who is wide-open in what she says and is known for her foul language. But she has a huge following.
Welcome to the dilemma many advertisers and their agencies and PR firms face when marketing to moms. You want to tap into the connection these mom bloggers have with their audience. You want to tap into their authentic voices. Yet you are afraid of....their authentic voices.
Why blogs are the perfect place for advertisers who want to reach moms
The reason why blogs and other forms of social media work so well to promote products to moms is because real moms are talking about real situations using real language. That's why these comments/reviews/endorsements are so powerful.
Why brands and advertisers are afraid of these blogs
One thing they're afraid of is what happens if a mom blogger says something negative about their brand or product experience.
But there's something else going on.
What happens when that powerful comment/review/endorsement shows up on a blog where that mom is talking about: not loving her daughter right away, feeling ugly because her husband won't touch her sexually, breast feeding another woman's child, drinking too much, threatening to beat up another kid, or using the F-bomb.....what happens then?