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TheStreet Open House

How Open Conversation Between Moms, Marketers Earns Influence

Brands like Tide believe summits like Mom 2.0 are a great way to continue to strengthen their relationships with many mom bloggers, as well as develop relationships with new bloggers. Social media has become a part of what Tide does every day, it's built into every aspect of their communication. Tide's world is based on 24/7 conversations, it's important that they are a part of it, fuel it, and learn from it.

Moms who blog have become citizen journalists, and remarkably, the top 15 mom bloggers influence more people than the New York Times. The 5 million moms with smaller individual followings are also being approached by brands, businesses and organizations looking to have their products reviewed, stories shared and conversations sparked.

Take for example Kristen Chase and Liz Gumbinner from Cool Mom Picks, who are amongst the top 50 influential mom bloggers. With over 230,000 Twitter followers, 28,000 Facebook fans, and monthly traffic in excess of 1 million page views on their blog, these cool moms earn decent revenues working with some of the hottest brands and celebrities. They also love partnering and profiling smaller, emerging brands with eco-friendly products by offering small space ads on their blog for as little as $150.

Kristen and Liz are real role models for other moms, and they strongly advise other mom bloggers not to get involved with marketers and advertising too early. "It takes time and patience to establish a signature voice, and brands are looking to partner with bloggers who have stood the test of time while displaying consistency in their blogs."

Amongst the myriad of established and emerging bloggers, networks such as Babble, Clever Girls Collective, Social Moms, Moms Central, Federated Media, Linqia and Martha's Circle are syndicating a highly fragmented publisher base. If brands are looking to scale their outreach, it's a necessity to partner with a network. Digital Royalty founder Amy Jo Martin recently activated an influence outreach campaign for Tony Hsieh's book launch for Delivering Happiness and recounts how her team managed a list of 800 influencers through an Excel spreadsheet.

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