This is a perspective from mom bloggers and how they are working with brands. Many moms who entered the social space for personal reasons now stay for professional ones. As they take their social media careers to the next level they understand what's needed for branding and relationship efforts.

Mommy Bloggers are a continued growing force online. They're vocal and actively participating in conversations. The reason they are successful is because typically moms are providing relevant content and moms are hungry for content to get educated or make their lives easier.

Walmart has 11 mommy bloggers that they promote, support, and these bloggers are open about their participation and what they receive in terms of products, payment, etc.

BabyCenter (subsidiary of J&J) is also a publisher that has reorganized to include mommy bloggers into their editorial.

Last August, Lane Bryant introduced a handful of bloggers to the jeans and encouraged them to give the styles a try. Soon word started to spread. Now between 500 to 600 blogs and Web sites are talking up Right Fit. The chain is reporting “double-digit” sales increases above its forecast.

Bloggers are also plugging Lane Bryant's in-store promotion: People who try on a pair of the jeans receive a redemption card for 35 free music downloads from eMusic. As of last month, more than 11,000 people had redeemed the offer.

&G began sending the product to bloggers earlier this month, some of whom also have Twittered their interest in Weekly Clean. And Crest is using P&G's Vocalpoint buzz-marketing program for moms to spread the word too. It sent a survey about the product's marketing to the more than 600,000 moms in the program last week.

But the product's TV advertising will be relatively light, said spokeswoman Allison Yang, consisting mainly of five-second tags on ads for other Crest products.