What motivates mummy bloggers – why do they blog? What do they get out of it?
Mummy bloggers are motivated by many different things. However friendship, unity and the notion of sharing are probably the most motivating factors for them. The internet has opened up a whole new world for parents and the raft of online communities now available helps lessen the isolation that some people feel while spending more time at home. Mummy bloggers write about everything from serious subjects such as post-natal depression and the challenges of raising a child with autism or merely sharing their favourite cup cake recipes. By being able to speak to others who are going through similar experiences, mummy bloggers are able to get the reassurance and social interaction they seek.
In what circumstances would you target a mummy blogger – what is their use to PR agencies?
Newspapers and magazines have always featured parenting columns but the growth of social media and online communities has meant that the dialogue has now become two-way. As a result, many more people can get involved in the conversation. So, from a PR perspective where we would have targeted features editors or columnists in the past to raise brand and product awareness, we now talk to mummy bloggers too. They have become very influential and are increasingly playing a larger role in product launches and product development. We would treat them the same way as we would a journalist by inviting them to launch events or sending them products to review. Mummy bloggers are a massively influential group who can help get your message out to a well targeted audience.
How you would target a mummy blogger – what have you found works well, and what should PR professionals avoid?
The biggest mistake a PR could make when trying to work with mummy bloggers is looking at them as a channel for mass communication and trying to target them as a whole. It is really important to find out as much as you possible can about each individual blogger that you want to engage with and tailor your approach accordingly. The best way to do this is to actually read their blogs – sounds obvious but many people still do not practice this common courtesy and look at mummy bloggers as merely a means to get their messages or products out. Once you have done your research you will have a greater understanding of what they are like and what resonates with them. Not every mummy blogger will be interested in what your client is selling so don’t think that you can ‘buy’ them. The best way to communicate with mummy bloggers is to be honest from the outset about what you are trying to achieve, take an interest in what they are doing online and engage with them. Direct them to information that helps them in their own blogging and build a two-way relationship. Keep in touch with them and ensure they have everything they need – in the same way that you would a journalist.
@lyannatsakiris
