Using one of its most unique approaches to date, 1-800-Flowers is setting its sights on “influencers” - mommy bloggers that is - to encourage participation and spur sales during this Mother’s Day. The outreach program which started this month is targeting approximately 24 “mommy bloggers” who according to a recent Brandweek article will fill eight archetypes of motherhood. Chosen bloggers will receive a bouquet of flowers and a discount code to share with their readers. Additionally, the company will recognize select bloggers through its own blog with “floral lifestyle expert” Julie Mulligan across various categories (Do-It-Yourself Mom, On-The-Go Mom, Pet-Lover Mom, etc.). The lucky few selected will also attend a cocktail party in their honor with 1-800-Flowers CEO John McCann and will be encouraged to write posts about the recognition. To launch the program, 1-800-Flowers will support the effort across other social media and interactive outlets including facebook, their twitter account and a dedicated microsite (www.spotamom.com).  Visitors are also being encouraged to submit their own nominations for mothers that deserve some recognition at www.spotlightamom.com. While the campaign does not include social media advertising the program will lead up to an extensive campaign that will include TV, print and online starting April 20th. Ads will feature CEO Jim McCann giving flowers to moms in various everyday locations.

For those of you looking to close the loop and measure the effectiveness of your social media efforts, 1-800-Flowers has done a lot right here. First, the use of unique discount codes will allow them to track redemptions. Additionally, traffic to their microsites www.spotamom.com, along with submitted entries to www.spotlightamom.com, will be a great barometer of the program’s success.

So the question of the week is…Is 1-800-Flowers crossing the line? The difference may be in the details -- i.e. disclosure. However, is giving gifts and schmoozing with mommy bloggers to influence blog editorial pushing the boundaries? Or just great relationship building? Are bloggers like trusted reporters or not? And should they be held to a similar standard? Are we in danger of damaging “trust” in social media outlets? Clever or careless? We’d love to hear your thoughts. In the meantime, we are happy to see the Blog council has a free Disclosure best practices toolkit – you can download it here. Trust is a terrible thing to waste, so think it through and cover your bases before launching a similar effort.

‘Til next time.