Rants » Michelle's Blog @EverythingMom.com

EDIT:

We listened to the community.  We are NO LONGER PAYING FOR REVIEWS.  Please see this post for more info >>

Post continues…

This post has been rolling around in my head since we stared our review section at EverythingMom.  I don’t blog often, writing kinda freaks me out a little.

So when the time came that I needed to write this somewhat controversial post, I stalled.  I read the debates around the blogosphere about paid reviews.  Some said paid reviews compromised integrity and others said they did not want to read paid reviews because they did not believe them.  Some bloggers have stopped doing reviews all together because it is too much work.

The general consensus, it seems, is that paid reviews are a big no-no.  Yet here we are, going completely against the grain.  Sure there are sites out there that offer paid reviews.  But generally, when moms jump into the conversation, they say with gumption - no.  No paid reviews for me.

I took each position in, weighing it’s merits, seeing how EverythingMom might fit in to this arena.  We were already playing in it full out with our very own Reviews section.  And we stood by the same position — no paid reviews.  To this day, Carrie Anne has not been compensated (outside of product) for reviews.  But I am out to change that.

Carrie Anne has put her heart, soul and honesty into each and every review.  She shares the good, and the not so good, if applicable.  If she felt the product was not a fit at all for our readers, she did not review it.  (Why waste anyone’s time, including our readers?)  We wanted (and still want) to share what works with our community, not what doesn’t. We are not here to “brand bash” as Christine Young’s husband Rob says.

Carrie Anne is spending more than she is earning.  In time and energy.  Not to mention taxes!  All products bloggers keep for review purposes are to be claimed on taxes.  So it actually costs Carrie Anne money to review the product.

For me, that does not cut it anymore.  I place far more value on her, the brands and our readers.  And I believe you should too.

Let me explain…

I hear all arguments (and there is a lot) and agree with them, for the most part.  But this was a hard one for me to play with.  Generally these are my thoughts –

• Bloggers should be able to write about what they love, with their readers in mind.
• Bloggers opinions should not be bought, but their time should.

Let’s talk about the bloggers.
For this program, we are talking about situations where PR companies contact bloggers for reviews.  We are not talking about situations where you found this product you love and you just want to shout it out to the world.  Share, write, do what you want to do.  But when PR companies reach out to you directly, send you a product for review, want your time and your opinion, that is what this conversation is about.

That is what happens here at EM all the time.   Carrie Anne spends stacks of time pumping out quality, honest reviews for both the reader and the brand.  For free, outside of product.  Is Carrie Anne’s time not worth anything but a free product?  How about your time?  There was even a big hubalub about a PR Blackout, that moms were getting overwhelmed with product reviews.  Choosing product review opportunities that work for the blogger would not lead to burn-out IMO.

Let’s talk about the brand.
The value they receive in a review is worth its weight in gold.  They are able to put their product in front of a mom who cares enough to take time out to write about it.  To share it with her community.  To have a conversation about it with her friends, her followers and her readers.  The feedback from one mother is valuable enough, but to spread her thoughts to her network?  Ask for their feedback?  Word of mouth marketing at its best.

The benefits go beyond the blogger’s network into search.  Many moms search for product reviews prior to purchase, so in this way, the value is extended in both time and reach. Brands know this.

Let’s talk about the review facilitators.
You know that there are many companies out there who are facilitating reviews.  “Sign up to be a product tester!  Share your opinions!”  But the facilitating company keeps all the money.  They get paid and — you, as the one who posts the reviews, tell the brands what they want to hear (good or bad) — don’t.  They get paid for facilitating.  Which they should…  But so should you.  Everyone should win.  Everyone should be paid for the time if their time is requested.

I have noodled this for a long time.  How can we ensure value to everyone when it comes to reviews?  How can we facilitate a program with both value and integrity for the blogger, the brand and the reader?

I have tried to find a solution that meets everyone’s needs.  Here is what I have come up with.  The goals we hope to achieve with this program are:

For Brands

• Put your product in the hands of moms who want to offer their honest feedback about your product (you are not buying their opinion, you are buying their time)
• If moms like your product, they will want to spread the word to their on and offline networks.
• If they don’t, they will tell you why.  Directly.  Honestly.  Tell you how they think it could be improved to be a fit within their family.
• It’s like your own private focus group offering honest opinions without bias.

For Bloggers

• Get the inside scoop on products that enhance the lives of your family.
• Enjoy receiving products to incorporate into your family’s lifestyle.
• Get compensated for your time to review the product and share your honest opinion whether you post or not.
• That means you blog with true integrity.  You don’t feel you need to post good things about it just because you received the product for free or because you got paid.
• You can connect with brands on a deeper level.  Truly share what is important to you in a product.  You can share you inner most thoughts about the product with the brand directly, with kindness.  Influence how products are made and marketed.  Brands want to hear your honest feedback.  Here’s your chance.
• If you love the product, you can post and share with your network.
• If you don’t, you have the opportunity to have a one-on-one conversation with the makers to tell them why.

For Readers

• Read reviews that are written with the deepest sense of integrity.
• That means, you know if you are reading an EverythingMom review, it was posted because she truly loves the product, not because she felt she had to post it because she received a free product.  (She gets paid whether she likes it or not with no pressure to say so otherwise.)
• You know that our Mom Infuencers are working with brands, one-on-one to help them make products better for everyone. Win-win.
• Each EverythingMom review has a clear disclaimer linking to our review policies — that it was a paid review and why that’s a good thing.

As with everything, this is a work in progress.  We are navigating our way through this new territory, just like you.  But we believe in value.  We value our writers, our readers, our bloggers and our brands.

And we value your opinion.  What do you think about paid reviews?  Do you think this program will help build integrity and value into reviews for everyone involved?