Commentary
Moms Who Blog Versus Blogger Moms
- by Maryanne Conlin , December 15, 2010
Much of this seems to involve new technologies -- social media software, Facebook and mobile apps and the latest new algorithm to analyze success. So, we spend oodles of time weeding through the various offerings. This, of course, leaves less time to sit down with a cup of tea (or glass of wine) to stare blankly into space and think about how social media moms are changing, in their behavior, in their thoughts about how they use social media, in the ways that they think about what they contribute to the information stream on the web ... and why.
Yes, we can get much of this information, and we do, from research reports that are readily available from dedicated firms and top experts. But time to synthesize these reports is lacking. So, I'm going to try to do a little bit of that here in my next few columns.
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This week, I'd like to tackle the changing world of moms who blog. Over the past few years we've seen an explosion in the number of moms blogging and some changes in how and why bloggers blog. The secret is now out and readily recognized -- it's tough to make money from blogging.
Most bloggers who have been around awhile have tried, or know someone who has tried: affiliate ads; ad network ads; company ads; pay per post; paid product reviews; pay to tweet, and a whole variety of other ways to make money with their blogs. What they have found out is that ... a blog is a marketing tool, not an income-generating tool. That is, bloggers who make money tend to make it from books, speaking, consulting and, in some cases, movie deals.
That is starting to divide the blogging world into hobbyists and entrepreneurs. Hobbyists blog on topics about which they are passionate. Entrepreneurs use some mixture of content, ads, paid and free, and other tactics to create an income stream for themselves from their blog.
To a large extent, both hobbyists and entrepreneurs started their blogs as an online diary of sorts ... because they love to write about a topic. But, as many former hobbyists find that they like to be paid for their time and effort, they are joined by brand new bloggers who enter the blogging world with the specific goal of making money!
This all makes it a bit difficult for brands to, well, sort out who is who. And as is typical in social media, the landscape keeps shifting. As we enter the second decade of the 21st century, keeping an eye on that moving target is going to require more information and more time to absorb it.
Great post. There is a massive change happening in moms who blog and I believe in the influence they have on other mothers. In some ways the authenticity of word of mom is being lost by the new business model. This is not to say that moms should not be paid for their time and work however marketers need to see these business and brand owners as they want to be recognized as Marketing Channels. I see the trend in 2011 moving from blogger reviews to more integrated tactics such as purchasing content from moms, sponsorships, spokesperson roles, discussion facilitators and video providers. However marketers need to remember there is a difference between being a marketing channel and being a marketing expert or having marketing expertise in particular consumer group just because you belong to that subset of consumers. I believe 2011 will bring a new level of relationship between brands and bloggers.
I couldn't agree with you more, Maria about what's happening with moms who blog as hobbyists and blogger moms, who seem to be more business-oriented.
There is an expertise involved with the latter and you have acknowledged that difference.
Thank you.
Excellent post. I believe, as Maria bailey commented, that the future will bring a new level of relationship between brands and bloggers.
This new relationship should allow:
1. Brands to easily build relations and connect with bloggers and online publishers.
2. Bloggers to be fairly compensated for the value they create.
We are building Publishedin to do just that. How does it work?
Bloggers continue write and link to products and services as they normally do. When visitors click a link, Publishedin reports a referral to businesses. Businesses reward bloggers through Publishedin Reward-Per-Click program.
Businesses get connected automatically to all bloggers who have link to them. Businesses can start Reward-Per-Click program, promote their business, increase quality traffic and acquire new customers.
You can read more on our blog www.blog.publishedin.com
Good points Maria and Ellen,
I think this year we have finally stopped trying to fit bloggers into one of the existing "boxes" we use in marketing (press,promotions, vendor, etc.) and acknowledged that they might just be their own vehicle that we must figure out.