General Mills Recruits Mommy Bloggers to Run Their PR
General Mills has launched a new website, MyBlogSpark, that helps them distribute free products and coupons to bloggers who frequently run giveaways for their audiences. MyBlogSpark currently has more than 900 bloggers, more than 80% of which are mothers.
Bloggers are seen by some as wildcards, amateur journalists with no formal code of ethics or editorial integrity. General Mills is asking members of MyBlogSpark to consult with the site before posting negative reviews. From the site: “If you feel you cannot write a positive post regarding the product or service, please contact the MyBlogSpark team before posting any content.”
Even if its approach is somewhat flawed, General Mills is ahead of the curve for a company of its size. MyBlogSpark is an interesting experiment to watch, and if it works, one to copy.
