OK, I’m probably going to get raked over the coals on this one, but at least I know that going in. So here goes…
If there is one group of bloggers that I absolutely cannot stand, it would be mommy bloggers. And now they’ve given me even more reason for disdain. Apparently, they have just become oh-so-important that it’s stressing them out and they’re becoming overwhelmed. To recoup, they’re taking a vacation. The week of August 10, they will institute a PR Blackout, during which they will not promote a brand or speak to publicists who are trying to push product.
OK, wait. Am I missing something? What is it about being pumped full of free goodies that causes so much terrifying anxiety and stress? And why is it such a big deal for advertisers? There are plenty of families out there who are clamoring for a chance to promote a product. With all the social media opportunities floating around, what makes these mommy bloggers so special? Yeah, yeah, they are a great way to get cheap publicity and moms listen to other moms, yada, yada. But let’s face it, without free loot, there’s nothing to write about. And without anything to write about, there are fewer readers, fewer women taking advice from the mothers who have always had it. Did these women forget about that when they declared themselves oh-so-important and imposed their own rules? The relationship between products and bloggers is a trade-off, and if you start playing hardball, so will the product advertisers. At least, that’s what they should do. Social media is a valuable tool, and its explosion in the past few years has created a lot of non-traditional advertising and promotional opportunities. But it’s also taken away the control of the message from companies that throw all of their eggs into one basket (anyone remember the Skittles debacle?), and that should never happen.
Marketers should take this week of so-called vacation time and carve out a new plan of attack. One that doesn’t involve inflated egos and whiny bloggers.
