Our client work on blogger outreach reminds me of the scurrilous note-passing we did in high school. Not just because our Twitter handles read like yearbook nicknames. But it’s because choosing a blogger network as partner can be a bit like choosing which friend will be my BFF forever. Mom bloggers share very intimate experiences with us that go far beyond a how-to on their favorite recipes—from sharing the details of a tearful fight with the mother-in-law to hearing about their darkest parenting hour—the secrets revealed resemble many a phone conversation I’ve had with my childhood BFF. Let’s face it: I’ve come to see my mom blogger partners as friends. I know more about them than I do my Vocus or Cision sales rep. So when it comes time to launch a blogger campaign, choosing which network to work with can be almost painful. I love them all.
The kind and generous support of motherhood becomes a very visible thread in our relationship that makes the final decision feel much like deciding who gets invited to playgroup. And who does not. Demographics, site traffic, Alexa rank. . . it all starts to feel like a hurtful Homecoming Queen vote. But in the end, it’s the essential bond of friendship that makes my mom blogger relationships so rewarding. I may not get to choose you as my BFF for this campaign. But I will definitely be seeing you on the playground.