What companies look for in a reviewer

By: Stephanie Azzarone

There has been a lot of recent discussion from a blogger’s perspective about relationships between bloggers and marketing/public relations professionals.

As marketers, we are continually asked what we consider to be key factors when working with a blogger. Is it stats; is it blog design; how do we choose which bloggers to work with?

It’s important to remember that each blogger program looks for something different.

For example our award-winning Team Mom program is limited to a specific number of bloggers. However, we also work with bloggers beyond Team Mom for reviews, panels, events and other opportunities.

Here are a just a few important things that marketers look at when working with bloggers:

Communication – We know that as moms you are extremely busy – so are we! In most cases marketing professionals work not only with mom bloggers, but traditional media outlets and other web sites (that’s a lot of people!), while also interacting closely with our clients. In some cases bloggers will request product to review, only to never be heard from again — despite multiple follow-up attempts. If you request a product let us know what you think. Are you planning to review it? Did you not like it? Do you love it? Your feedback is vital. If you do not provide any feedback, the likelihood of working with that company again will diminish.

Stats – As a blogger it is imperative that you know the stats of your blog. Why is this important? From a marketing perspective, clients want to know how influential your blog is, how many unique visitors a month, etc. Just like a newspaper or magazine’s has average circulation numbers blog stats enable us to quantify a posting. If you receive huge responses to giveaways, have lots of comments on posts, or many Twitter followers, point these out as well. If you are a brand new blogger and just getting started, let us know. We might not be able to work with you right away, but keep communicating with us and updating us on your blog. Consider reviewing products you already have at home; not only does this give you practice on product reviews but it also adds content to your blog.

Design and layout – Be mindful when creating your blog (or in redesigning your blog). We have found that sometimes it can be difficult to read some blogs – whether it’s the font or the color of the text, make sure your blog is readable. If we are finding it hard to navigate your blog, your readers are probably thinking the same thing. Be clear about your background, be transparent. Do you want to be contacted by PR professionals? Do you belong to blogger groups? Are you open to giveaways? Make it easy to find your name and email address on your blog so we can get in touch with you. If you don’t want to be contacted, well you might want to add that in there too!

Involvement – Whether it’s Twitter, a mom blog group or a guest blog post, being active in the community is significant. Does this mean we expect every blogger we work with to do all of these things while running their blog? No, but it definitely will help you in growing your readership and influence throughout the blogger community.

Stephanie Azzarone is founder and president of Child’s Play Communications, specialists in public relations and marketing communications for products and services targeted to moms. For more than 20 years, she has managed traditional and/or social media relations for clients such as Warner Bros. Consumer Products, Hasbro, CVS/pharmacy and “Parents” magazine. She is also the editor and publisher of the newsletter “Marketing Communications:Moms” and the blog “Mom Market Trends.” Email her at sa@childsplaypr.com or follow her on Twitter @ChildsPlayComm.