A Good Housekeeping Seal for the Twitter Age

Aiming to be a sort of Good Housekeeping Seal of Approval for the social media age, a startup called TwitterMoms is working with Procter & Gamble and Quickie Manufacturing to get its ratings on their products in stores. In a modern twist, the ratings and reviews will be accessible instantly via QR codes printed on product packaging.

Megan Calhoun, founder of TwitterMoms—which boasts 30,000 “influential” mommy bloggers (each member has at least 1,000 followers on Twitter)—said the organization introduced the initiative to provide a one-stop, reliable source of product information for moms.

“The way product reviews were done before, there was no credibility, no easy way to access [all that was being said] about a product—to the point where the [Federal Trade Commission] stepped in,” Calhoun said, referring to the FTC’s stringent rules governing blogger-marketer relationships.


– Elaine Wong | //brandweek.com
Aiming to be a sort of Good Housekeeping Seal of Approval for the social media age, a startup called TwitterMoms is working with Procter & Gamble and Quickie Manufacturing to get its ratings on their products in stores. In a modern twist, the ratings and reviews will be accessible instantly via QR codes printed on product packaging.

Megan Calhoun, founder of TwitterMoms—which boasts 30,000 “influential” mommy bloggers (each member has  at least 1,000 followers on Twitter)—said the organization introduced the initiative to provide a one-stop, reliable source of product information for moms.

“The way product reviews were done before, there was no credibility, no easy way to access [all that was being said] about a product—to the point where the [Federal Trade Commission] stepped in,” Calhoun said, referring to the FTC’s stringent rules governing blogger-marketer relationships.

For marketers, the benefits are twofold: They get customer feedback on products and marketing strategies, and they’re able to escape some of the finger-pointing that comes from sending bloggers new products, often in hopes of getting gushy reviews.

In the case of TwitterMoms, women are given product samples to try and evaluate at home, and then asked to offer honest and practical feedback for both marketers and their peers. Panels usually consist of 25 to 30 “experts,” and the groups are drawn from a subset of 1,200 TwitterMoms members. (The goal is to capture a subgroup that’s best representative of its community, Calhoun said.)

The organization then works with the advertiser to come up with a set of criteria for evaluating the product. If the product “meets or exceeds” all guidelines 85 percent or more of the time, the marketer is awarded a “Moms Like This” seal of approval.

Companies pay TwitterMoms to assemble the groups and for the rights to run the ratings information. TwitterMoms, in turn, pays panelists for their contributions. The setup is designed this way so that the women aren’t taking money from the companies they’re reviewing.

Augie DeLuca, chief marketing officer for Quickie, said the primary appeal was the opportunity to gain “unbiased and objective feedback” from bloggers. The Cinnaminson, N.J.–based company next month will launch its first product carrying TwitterMoms’ seal of approval: an improved version of its Microfiber Twist Mop.

Following a six-week evaluation process by moms, Quickie garnered insights on how to improve the “efficacy and efficiency” of its mop. Research showed that 96 percent of the moms who tried it would “recommend it to their peers,” the company found.

Leer más “A Good Housekeeping Seal for the Twitter Age”

Reaching the New Master Social Networker: Mom!

Moms are such sociable persons, moving from one social event to another, not only get-togethers or work-related events, but in social networks online! The new mom is really the master social networker – making the rounds of her children’s parties and school events, employing her smartphone and computer heavily as she manages a home or online business. While this is happening, she also has a thousand Facebook friends and hundreds more following her on Twitter.

This makes mothers a formidable force in the wonderful world of consumer marketing. And marketers must sit up and notice. The new millennium ushered in smart, tech-savvy, discriminating moms who can really rave about a product or service that they really like and rant and beat you to a pulp if they’ve been had. But that’s just one Mom. Imagine this mom telling other moms who will tell other moms who will tell other moms…you get the picture. Moms can really spread the word around like some kind of virus and voila! You have an effective viral marketing strategy already working for you.

There’s no magic trick in knowing what clicks well with moms. Just get to know her. Some tips:


Moms are such sociable persons, moving from one social event to another, not only get-togethers or work-related events, but in social networks online! The new mom is really the master social networker – making the rounds of her children’s parties and school events, employing her smartphone and computer heavily as she manages a home or online business. While this is happening, she also has a thousand Facebook friends and hundreds more following her on Twitter.

This makes mothers a formidable force in the wonderful world of consumer marketing. And marketers must sit up and notice. The new millennium ushered in smart, tech-savvy, discriminating moms who can really rave about a product or service that they really like and rant and beat you to a pulp if they’ve been had. But that’s just one Mom. Imagine this mom telling other moms who will tell other moms who will tell other moms…you get the picture. Moms can really spread the word around like some kind of virus and voila! You have an effective viral marketing strategy already working for you.

There’s no magic trick in knowing what clicks well with moms. Just get to know her. Some tips: Leer más “Reaching the New Master Social Networker: Mom!”

Thanks mum

All Men are Liars

Thus, even the most grateful child has barely an inkling of the hundreds of sleepless nights their mother endured when they were a pea-brained infant operating on the punch cards of their DNA …

samandjulie.jpg One of the enduring injustices of good mothering is that your children remember so little of it.

This could be why you hear mums at the end of their tether hissing at their misbehaving spawn “Do you know what I do for you?” but this is the worst type of rhetorical question, akin to expecting acknowledgment from house plants or goldfish.

The human brain is extremely efficient at storing the information it needs for survival and, for this reason, evolution decided all those boring bits we experience before age five really aren’t worth hanging on to.


All Men are Liars

Thus, even the most grateful child has barely an inkling of the hundreds of sleepless nights their mother endured when they were a pea-brained infant operating on the punch cards of their DNA

samandjulie.jpg One of the enduring injustices of good mothering is that your children remember so little of it.

This could be why you hear mums at the end of their tether hissing at their misbehaving spawn “Do you know what I do for you?” but this is the worst type of rhetorical question, akin to expecting acknowledgment from house plants or goldfish.

The human brain is extremely efficient at storing the information it needs for survival and, for this reason, evolution decided all those boring bits we experience before age five really aren’t worth hanging on to. Leer más “Thanks mum”