by Melissa Clouthier | November 17, 2008 3:07 pm
So, I’m watching advertising people and mommy bloggers erupt this weekend on Twitter. The subject didn’t interest me much–moms were mad at Motrin. I didn’t go look at the video, but gathered that it was disparaging to moms. Well, the ladies were majorly peeved and mounted a protest via YouTube and firestorm of rage coursed through their blogs.
Today, in my New York Times feed, what do I see? This:
By Saturday evening they were the most tweeted subject on Twitter. By Sunday there was a nine minute video on YouTube, to the tune of Danny Boy, showing screen shots of the outraged twitter posts interspersed with photos of Moms carrying babies in slings.
Bloggers began calling for boycotts. Bloggers asked their readers to alert the mainstream press. A few voices chimed in to say they didn’t find the ad to be that big a deal. There are a few more examples here and here.)
By Sunday afternoon a few bloggers and tweeters had gotten the ad agency that created the ad on the phone, to find they didn’t know a lot about Twitter and didn’t seem to have a clue that there was so much anger piling up online. And Peter Shankman, a public relations all-star who knows everything and then some about new media, was giving the manufacturers some advice:
I’m not siding with Motrin. They messed up, granted. I’m ok with that. Companies mess up all the time. They fix the problem, and it usually doesn’t make the radar screen. The problem is, Motrin happened to mess up at the expense, and in the face of, one of the most vocal, quickest-to-blog, “strongest-to-band-together-and-form-one-opinion-like-the-Borg” collectives out there – The Mommy-Blogging community.
Now I am NOT slagging on Mommy-Bloggers. Not in the slightest. Nor, am I saying they’re over-reacting to the commercial, which, by rights, was stupid and patronizing. What I AM saying though, is that Motrin will pay a MUCH bigger price, as opposed to if they’d messed up in front of say, “Construction-Worker-Bloggers.” Mommy-Bloggers are not a voice to be messed with, probably because they’re one of the most clearly identifiable voices on the web. You have a kid? You blog about said kid? You’re a Mommy-blogger. You don’t need an advanced degree in particle physics to see what these bloggers have in common.
Or, as one Tweet put it:
note to self … never piss off moms … especially twitter moms … they can be a nasty bunch 😉
My Twitter feed also is filled with conservatives. The political folks buzz constantly about this and that, important issues, and The New York Times covers a bunch of moms ticked about a condescending pharmaceutical commercial? Sure, it’s newsworthy, but so is the rebuilding of the Republican party.
Part of the problem with the mainstream media is editorial. What and who they choose to highlight is not nearly as important as who they’re ignoring. And the voices on the Right are ignored. I don’t want to start a war with the MSM, but a little attempt at representing all voices–not just the mushy moderates who sound so sweet and “intellectual” to liberal ears–would be nice.
The Washington Post ombudsman (via Glenn Reynolds) said that there need to be more conservatives in newsrooms. Ya think?
Anyway, I like the idea that the power of a bunch of mad mommies at the bottom forced changes at the top. I’d like to see concerned conservatives bubble up from the bottom, too. But a fat lot it will do them, if no one pays any attention. The media seems to be making a concerted effort to NOT pay attention. It’s working.
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UPDATED: Here’s the offending video:
Cross-posted at MelissaClouthier.com
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