Mommy blogger brouhaha is the new Mary Kay
Filed under: Technology, Media
I must admit I was horrified. I read someone's long, long, LOOONG post about how she was not, after all, participating in a one-week PR mommy blogger blackout in August. She couldn't take it! Too horrible! She had to make money to feed the kids, after all, and one week down... oh dear. Her counter-proposal: a brownout.Wha? To paraphrase: This is not my mommyblogging life... this are not my mommyblogging family. How did we get here? Somehow, the admirable aim of creating online journals about one's life as a mother -- as I see it, as a virtual scrapbook/therapy session/support group/community, a way for moms to solve the isolation we so often feel by reading others' stories and providing each other with valuable advice and feedback, the Red Tent of the 21st century -- has devolved into a Mary Kay party. And just like a "party" at which you are meant to make commissions from your friends' desire for a little companionship, all the reasons I felt special, invited, part of something are really just ways to make a little cash on my click. The so-called "mommy blogs" the FTC has down-cracked by suggesting disclosure rules are no more online parenting journals than Tupperware parties are festive get-togethers to entertain friends. It's all selling, and it should be treated as such; and I can see nothing at all wrong with transparency and sincerity.
I had long since stopped following certain mommies on Twitter. I didn't want to go to any of their "site warmings" for other mommy bloggers' revamped blogs (the better to sell to you, my dear); I didn't want to enter any of their giveaways for Swiffers; I didn't want to learn how to be a more resourceful mommyblogger by, I don't know, maximizing my Twittering while my husband reads my kids their bedtime stories. Mostly I like to Twitter as an outlet for that little voice in my head that's desperate to share my brilliance, and triviality, with friends near and far -- and to hear my friends' inner voices. When my challenged son has a bad day at school, I can complain to Twitter, and get empathy from other parents with difficult kids. Or drool over someone's recipe for thyme blossom ice cream.
And somehow I'd clicked on this post, thinking it was something of relative importance, and this is what I learn about her opinion of this MomDot blackout: "the problem with this for many of us - a week off of PR is like a week away on a tropical island where there is no WiFi, no mobile service, and possibly even no technology. It's just not going to happen. It would be not only biting the hand that feeds me - it would be gnawing off the hand that feeds my children [emphasis hers]." (Please send me to that tropical island.) (Hang on, I've got to go make dinner for my kids.)
I had just discovered that what I'd hoped was a fun community event (maybe a recipe challenge?), #yummymummies, was actually a lot of friends trying to win a $250 gift certificate for undergarments that expensively control one's mom belly. Yummy! Not. I don't want to be marketed to by my friends. I love to read their tweets, I do, but not when they get so excited about my participation in their Twitter-style chain letter. (And shouldn't we, instead, be telling each other that our bodies don't need to be expensively mushed in order to gain each others' approbation? Just because it's got a Twitter hashtag, doesn't make it any less troubling than the corsets of a century ago.)
I don't mind sharing stories, even if those stories include a little product placement. So, you love your Ergo, or you can't believe how great is this new flavor of Haagen-Dazs? Wonderful, that's kind of why PR reps started emailing mommy bloggers. They have an audience of friends, family, and newbie moms, hanging on their every word, enjoying reading these stories of real people, real life. It's a reality show without the pricey production crew.
But this is a job for these women, just as Mary Kay or Tupperware or Creative Memories are jobs; the devotion of endless hours of "work" to sell things to your friends. I no longer read "mommy blogs" which seem to consist mostly of salesmanship, with categories for reviews, giveaways and social media. I don't respond to PR reps unless it's something I genuinely want to check out.
Mommy blogs are not mommy blogs if they're marketing vehicles, just as parties are not parties if there's an expectation that you buy something before you say "goodbye." The suggestion that moms only write about their kids and their husbands for a week isn't shocking because it would be gnawing off the hand that feeds you; it's shocking because it has to be said at all.
I have a new proposal: stop calling them mommy bloggers unless they're truly blogging about being a mother. Then the FTC won't have to crack down on mommy bloggers at all. And eventually PR reps will learn this people-who-market-uproariously-online-and-happen-to-be-mothers machine is just a vicious circle, a calliope of Tweets and Stumbles and Diggs and I'll host a site-warming if you do a giveaway and we're all in this together! and really all any of us are here for is the free yogurt. PR blackout? Maybe the PR firms should be the ones blacking out. Do you see what this has become?
If it doesn't stop, I promise you, I'll take down my mama blog and re-launch it as a zine. Don't say I didn't warn you.
Sarah Gilbert has been journaling about motherhood online for more than six years without hosting a single giveaway. She is not a mommy blogger.



























Reader Comments (Page 1 of 3)
7-16-2009 @ 6:30PM
Dena Dyer said...
I think your point is well-taken. I do some reviews on my blog, but I'm very selective. And I took time off this summer to be with my kids. Is it just me, or isn't there a huge irony in the fact that most of us started working from home to have more time with our kids--and now it's become just another boss to appease? It seems like mommy blogging is no longer very fun--it's now a competition to see who can get the most views, money, outrageous book deals (not that I'm above earning a little cash or getting an editor's attention with a blog, but still!), etc. I like Twitter for the reasons you said, as well as to learn new things, find helpful sites, and win stuff. But to be constantly marketed to? That turns me off. If more mommy bloggers would get back to providing real-life stories, full of humor, ah-ha! moments, and hope, with a few giveaways thrown in for good measure, I think the blogosphere would be a much more interesting place. Just my two cents. :)
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7-16-2009 @ 8:00PM
sarah gilbert said...
Dena, that's exactly what I was thinking... it seems so manic and all-consuming and unapologetically commercial, and that's the exact opposite of what I'm looking for in an online community. also, what about the kids?
7-16-2009 @ 6:51PM
Victoria Arya @ The Kids & Me said...
I am a mom blogger but I also review products; I have a mom blog and review site and I am proud of it. While agree that some of Amy's language went a little overboard, to each their own; she makes her living with her blog and her sitewarmings.
My issue comes with saying that women should only be considered mom bloggers is they only write about being a mom or about personal issues. Being a mom isn't JUST about what your kids had for dinner or how your hubby and kids had a stomach bug so they threw up all over the bathroom. Moms are jacks of all trades, they do a little bit of everything and I wholeheartedly agree that a mom's site should reflect her multifacettedness, and if that includes product reviews so be it.
True maybe the whole PR thing with mom blogs has gotten a little out of hand...but media changes and it is up to the reps and companies to role with the changes...and this means trying to find ways to reach the consumers who make what...90% of all purchases? The moms. Sorry you don't read mom blogs with reviews anymore, that kind of narrowness might mean you miss some pretty cool people.
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7-18-2009 @ 12:35AM
Shan said...
You go, Victoria! LOL
7-16-2009 @ 8:30PM
Angel Smith said...
Hmmm. Well, you know, I am interested in learning about products I hadn't known about that may just make my life a little easier or more fun, or whatever. And I want my friends' opinions on products and services they have used. I talk about shopping with my IRL girlfriends all the time; is it so bizarre to think I may enjoy talking about it with my online community as well? The only difference is that sometimes online friends get perks for trying and recommending products. That doesn't bother me, and actually I am kind of puzzled about the uproar about it. I agree that there should be a disclosure on whether a product is provided or not, and whether the post is paid or not. But the bottom line for me is that if I feel a blogger-whether a mother or not!-is recommending products not because of the value he or she finds in the product, but in order to fatten his or her bottom line, I stop reading them because I don't trust them. That's a personal decision and my threshold is individual to me, as yours is to you. Clearly your threshold is a lot lower than mine. That's fine, read who you want. I will too.
It just seems like every other situation where it should just be left to personal choice and suddenly there is this big brouhaha and judgments and lines drawn and now the natives are restless. It's silly, and honestly I think it's a waste of our energy. We could be talking about much more important issues and actually making a difference in this world instead of pointing fingers and stomping our feet and insisting that OUR way is the only RIGHT way.
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7-16-2009 @ 8:37PM
sarah gilbert said...
yes. it's your "personal choice" to read, and buy, and market what you like. however, I do support the FTC's proposed rules and I find it mind-blowing that some mothers who blog are not able to disconnect; that it causes them great stress to do so.
and for the record, I don't expect this to generate much traffic or controversy for DailyFinance. I just thought it needed to be said.
7-16-2009 @ 8:41PM
Angie said...
I agree w/ you 1000%. Personal choice. Read what you want to read, follow whom you want to follow, and ignore all the others.
It's pretty simple. I don't have to agree with everyone to stay online and earn my living.
In regards to the commenter above who worries about 'the kids,' this is the same 'worry' people have for moms working outside the home. It's really no different.
7-20-2009 @ 11:17AM
Wisconsin Mommy said...
There really is enough room for everyone in the blogosphere. Why the constant complaining and criticism when one blogger doesn't match another's definition of blogger?
The joy of blogs is that they are like TV - you don't like it? Turn the channel. If you are annoyed by someones pitches, don't read their blog!
But how does calling them out by name or link add to the quality of blogging - for anyone? Unless it's just to stir up controversy to drive traffic to your blog...which is okay, I guess, as long as you're not pitching anything :)
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7-17-2009 @ 10:15AM
Michele McGraw said...
I don't know if I'm a mommy blogger. I blog about my life and that includes being a mom, wife, sister, daughter, geek, volunteer, scrapbooker, twitter and facebook addict and a consumer of goods. When I find a product I love, I write about it. When I find a product that needs improvement, I write about it.
Personally, I would rather read about a mom who tried out Jenny Craig while living her busy life (even if Jenny Craig gave her the membership for free) than I would like to read about Valerie Bertinelli's experience with Jenny Craig. I can relate to the mom more than I can to a celebrity. The practice of endorsing a product isn't new. But now, it's not only actors, athletes and models, but the mommy next door.
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7-16-2009 @ 10:42PM
Amy Lupold Bair said...
To clarify, I don't make a living off of my blog, but instead off of consulting that I do through a separate business. I have never given away a Swiffer (but love mine, for the record - both wet and dry), don't eat Haagen-Dazs, and have no idea what a #yummymummies is. I also frequently write about being a mom on a variety of sites, including the one you visited. Thanks for the traffic, by the way. I love new visitors.
Now if you'll excuse me, I need to read my children their bed time story....
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7-16-2009 @ 8:42PM
sarah gilbert said...
Amy, I apologize if I generalized using you specifically in error. I've slightly altered that paragraph to reflect that it's many people, not just you, whose marketing behavior I find exhausting. And I see no ill will in you or any of the other mothers whose salesmanship seems to be taking over their lives; I only see a whirlwind that, in my opinion, is a tempest in a teapot, perhaps more buzz than substance, and a poor way to market to me.
As many of you have mentioned, perhaps it's a different audience that you all are targeting; my judgment is that it's a quite small audience (comparatively) and made up mostly of other marketing mommy bloggers. I use a rag, not a Swiffer, to clean my floor.
and I'm off to sing 'happy birthday' to my seven-year-old. have a great night!
7-16-2009 @ 8:20PM
Jill Notkin said...
You might have saved all the black & white and just written "bah humbug." Cuz in essence, that's what you're saying.
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7-16-2009 @ 8:33PM
Shannan P said...
Amen to Angel. So what if mommyblogging and its various offspring marketing ventures has become a business for some? On a site that makes it blatantly obvious that there are reviews and sponsored posts, why gripe about it and unfairly attack people where they live.Simply don't go there if you don't like what you see.
I'm a work at home mom. I write, I blog, I review AND I work for the woman whom you have called out here in her businesses. I guess that makes me a bad mother, too...since I don't keep regular office hours.
If you don't like what people are doing, you certainly don't have to look. But what are you gaining besides some page views (and ad revenue?) from tearing down someone and the business they have built.
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7-17-2009 @ 2:30PM
sarah gilbert said...
Shannan, I never called Amy, or anyone else, a bad mother. I have been called so myself so many times that it's forever burned on my psyche and I believe it's thoroughly unfair to use the window of someone's work and occasional writing to judge one's mothering.
in fact, all evidence points to Amy being a great mother. I just don't agree with her -- or your, if you work for her and operate along the same principles -- methods as either effective marketing or enjoyable reading experiences. I believe PR reps are foolish to think this is a sustainable way to create grassroots "buzz" or whatever else they're putting on their reports to clients.
7-16-2009 @ 10:06PM
Linda Sellers said...
I'm really trying to figure out why you care? Those of you that don't want to participate in twitter parties or read our review blogs don't have to. Your community is FINE, it's still there...and so is ours. If someone wants to organize a black, brown, or purple out, so what? Ignore and walk away...which is honestly what I should have done to this post. I'm not participating in a blackout...don't need to or want to... just writing my blog like I always do...it's my choice. How cool is that?
This mommyblogger is tired of everyone picking on everyone else. One word...letitgo...
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7-16-2009 @ 9:10PM
Robyns Online World said...
I review stuff on my blog and I like it. Guess what though - I do it in real life even and have for years. I review stuff I have bought on my own, I tell people at the store when I see them looking at a product what I think if they are debating things - just because that is who I am. So when a PR person asks me if I'm interested sometimes I will review what they have sometimes not (if it doesn't fit me or my family and our lifestyle really). Lots of us moms just talk to each other - sometimes it is about products, sometimes about kids, sometimes about life, sometimes about family - just whatever. No need to be so cranky about it all though.
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7-16-2009 @ 9:17PM
Nikki from The Guilty Parent said...
Wow. So you feel pitched to when you go to a Mary Kay party or a Tupperware party? That's too bad. I always looked at those parties as a way to get together with good friends, eat bit, laugh a bit and check out something new that I may not have known about and if I'm in the mood to buy, I buy. If I'm not, well then at least I had a good laugh and found something new.
I don't see mommy blogs or moms who promote products on their site as any different than what we do in our neighborhoods. Michele had a very good point, I want my mom friends' opinions on things, I would trust what another mom is telling me over a celebrity any day.
Do I have a mom blog? No. I have a parenting blog. I talk about a wide variety of things there including motherhood, PPD, divorce, products I've tried, websites I've enjoyed and potty training. I don't expect everyone to read everything. I don't expect them to even like the same things I've liked. What I do expect is that they respect my right to blog and write what I want, endorse what I want and even rant on what I want. It sounds like you've become narrow minded to what you want to read about. Which is a shame because even PTA meetings and playgrounds are built on moms sharing everything from coupons and swiffers to why junior wants to use the backyard for a bathroom. It's called being a mom. And whether you realize it or not the fact that you don't host a giveaway or a review does not make you exempt from being a "mommy blogger" it just means you reach a different audience. But good luck finding a mom on the playground who doesn't want to share with you what kind of snacks she packs in her kid's lunch.
The only brouhaha I see here is the ridiculous notion that we need to keep tearing moms down for finding a way to build a business and balance work and family. This is an old war. Can we find something new to be in an uproar over? If it’s not your cup of tea, move on and remember not to answer the door when the single mom who happens to be an Avon lady comes calling.
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7-16-2009 @ 9:33PM
Tara said...
This seems to me to be a lot less journalism or even commentary on an issue and a lot more bitter cattiness because you don't like Amy's style. I don't get it.
Are you under the impression that moms don't want to hear what products other moms like? Do you never mention shopping or purchases to your friend? Really?
Shopping is a huge part of my conversations with my girlfriends, and we talk about what brands and products we like and don't like. We don't get paid to talk about it, and companies aren't beating down our doors to give us samples. We're just talking because that's what friends do.
Since when did blogger and product reviewer/marketer become mutually exclusive? Women and men who blog and do product reviews are not much different than people talking to their friends. They're people and bloggers. They disclose that they are getting something for their time, and they talk about a product or a service. If you don't like it, you certainly don't have to read them. If you don't read them, why do you care what they're writing anyway?
Back to "certain mommies" who have a blog called Resourceful Mommy. You were horrified by her post? Seriously? You were horrified that she took issue with a PR blackout, even though you knew what her business was all about? You were horrified that she liked the idea of refocusing on bloggers' reasons for blogging? I don't see why that was shocking to you.
Since you stopped following her some time ago, you would not know that Amy is an entrepreneur with two successful businesses. You probably wouldn't know that she has helped other mom entrepreneurs to meet the right people and get their own businesses off the ground. You probably wouldn't know that she has been a big proponent of transparency in blogging or that she often works for free in order to help other moms. Of course you wouldn't, because you're too busy judging her.
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7-17-2009 @ 2:16PM
sarah gilbert said...
I was horrified that mothers feel they can't feed their children without being in constant contact with PR reps, or having wifi/cellular/electronic coverage every day. it seems manic, oppressive, and entirely opposite of the slower life I strive toward. and in fact, replying to the comments on this post seems manic, so I'll do no more of it after this afternoon.
7-16-2009 @ 10:12PM
Sharon McPherson said...
While reading this, I am reminded of these words from Ann Landers.
"Class never tries to build itself up by tearing others down. Class is already up and need not attempt to look better by making others look worse. Everyone is comfortable with the person who has class because he is comfortable with himself. If you have class, you've got it made. If you don't have class, no matter what else you have, it won't make up for it. "
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