Written by Noemi Pollack on August 31, 2009.
OK, sharing is in. Daddies are inching onto Mommy territory and marketers want a piece of the growing category of Daddy bloggers. These are the same marketers who have mined Mommy bloggers to the “nines,” sending them product after product for them to write about, hoping to influence their large followers, some with hundreds of thousands of followers, into trying or better yet, “experiencing” the products, clearly for the purpose of purchase. (Not much different from the pre-Internet old fashioned word of mouth tool as in “somebody told me about this product and I think it is great, you should try it,” but this time around, reaching thousands, rather than a neighbor or two.)
Enter Daddies, who in large part have allowed the phenomenon of the powerful Mommy bloggers to take place, simply by ignoring them and “letting them do their own social thing.” It took a while, but Daddies have started to recognize what their clever counterparts have known for the last few years — that as soon as they write about their kids, others write about their kids and, in a flash, a whole social network blossoms and they become influencers.
According to SmartBrief.com, Sony Electronics is jumping on this wagon with their new DigiDad project, giving Daddy bloggers new “respect” or, if you prefer, attention. As such, Sony Electronics is teaming up with influential Daddy bloggers over the next three months, loaning them products like BRAVIA televisions, Blu-ray players, Cyber-shots, Alpha DSLR cameras, Handycam camcorders, VAIO notebook computers and Reader e-books and then asking them to use the products to do projects, like recording conversations with their parents or videotaping a family outing. And of course, then write about the “experience.”
Clearly Sony is trying to parallel the success of Mommy bloggers, which grew faster than every other category on the Web except politics, according to comScore, an Internet traffic measurement company. Although Sony emphasizes that the products it is sending Daddy bloggers are on loan, not gifts, and bloggers are not being pressured to write positive reviews, Daddies may now be stepping into the same minefields their Mommy counterparts did. They may very well feel the looming shadow of the Federal Trade Commission (which I wrote about in my blog of June 11, titled The FTC Steps In Lightly) behind their back. The FTC is toying with requiring certain types of disclosure and, as it moves in that direction, readers’ trust in bloggers’ opinions as unbiased, may begin to waiver.
Look, Dads have always gotten the short shrift when it comes to know-how or leading the charge of parenting, and I am glad that by raising the bar on Daddy bloggers, it will, at the very least, level the field.
The only thing that I still don’t get is the ongoing stereotyping – electronics for Dad, household goods for Mom. In this “flatter” world, wouldn’t it be great to just move on…