Social Media, Clients and Bloggers, Oh My!

I’m a social media gal who moonlights as a blogger. Or rather, I am a blogger who parlayed my past experience and my love of the blogosphere into this job, which is perfect for me, my interests, and my skill set.

But now I’ve seen the other side. I’ve pulled back the curtain and glimpsed the wizard. And like Dorothy, I’ve a much better understanding of what makes this space tick. As a blogger, it’s important to share it with my peers because I’m now familiar with the bigger picture – the daily frustrations, successes, trials, and triumphs of bloggers (as well as the daily frustrations, successes, trials, and triumphs of the social media agencies) such as this one.

Blogging has its rewards
As bloggers, we are often privy to the good fortune of being part of a blessed group who gets to test drive new products, experience awesome trips, and meet new people. While doing so, we build a brand, collect some very awesome experience, and possibly become exempt from birthday present shopping.

In return, we provide a service, a very important important service, to companies and brands. After all, giving fair and honest reviews of a new product or service is often pivotal in leveraging a brand’s consumer-facing image. Moms trust moms and brands know it.
That said, it’s important for bloggers to understand not only how important they are to their readers, but also to the companies and/or agencies who believe enough in their blog’s brand to select them to be on the receiving end of a new washer/dryer. While blogging might be what you do in between carpools  or how you spend those precious evening hours after a full day’s work, it’s important to recognize that to the brands engaging with bloggers, this is not a hobby.

This is a business. And you are regarded as a professional.

Blogging also has its responsibilities
When bloggers opt-in to participate in a campaign, accept a product or service, and then can’t find the time to write their review, it’s not professional. I know, I’ve been there, too. The campaign seems interesting when it arrives in your inbox, but once it hits your doorstep, life happens. Maybe something more compelling has taken top of mind. Or you simply don’t feel like blogging. Or maybe you decide to take a vacation.

Don’t get me wrong – you are a free agent unless you are contractually obligated through a spokesperson gig or freelance contract. And you absolutely have the right to not review a product or service if you can’t find anything redeeming to say about it.

However, writing an objective review where you cover what’s great – and not so great about the product – is what you “signed up” to do. But to ignore the product altogether is to breach the implied “gentlewoman’s agreement” you entered into when you signed up to participate in the campaign.

Working with agencies and brands is a two way street
If you should find yourself unable to attend the screening, test out the vacuum, or review the diaper pail, let the agency/brand person know that you’re no longer able to do the review. Tell them why and be honest.

To simply toss the product or not attend the event at the last minute (everyone understands that emergencies happen), is not going to help to propel you forward in the blogosphere. Plus, it’s not fair to the agency who invited you to participate in the campaign.

I never thought much about the client before I began working in the space. I never considered that bloggers are a part of a much larger marketing initiative. I didn’t give much thought to the fact that someone else might’ve enjoyed participating in this campaign had I thought out my editorial calendar better.

But I do now. I know, as a blogger, I’m part of something much bigger than “just a review.” I’m a professional providing a service in return for a product, experience or service I deem worthy of the exchange. And it’s my responsibility to live up to my end of the deal.

Jill Notkin blogs at The Daily Grind of a Work at Home Mom when she’s not tweeting @AlexCaseyBaby.

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