Marketing Roadmaps

Susan Getgood

The W List

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Good things about the W list meme:

  • Lots of linky love for deserving women bloggers.
  • Exposes new blogs to potential new readers

Not so good things:

No organization, except for one poster who took the time to categorize the blogs as of one moment. So, no way to quickly find new blogs you might be interested in unless the name is obvious.

Missing things:

The list started as a list of women PR/Marketing bloggers, and then evolved to women business bloggers, and then just women bloggers. But it’s pretty much missing a significant segment of the female blogging population: moms. Since my marketing colleagues have pretty much covered the PR/marketing and businesswomen I might have added, here are some of my favorite mom blogs:

And here is the whole list, sucked up from this wiki.

2020 Hindsight by Susan Kitchens
21st Century Collaborative by Sheryl Nussbaum-Beach
45 Things by Anita Bruzzese
Affirmagy Blog by Kristen Schuerlein
A Girl Must Shop by Megan Garnhum
A Little Pregnant by Julie
All for Women by Leigh, Naom, Patricia, and Barbara
Alkamae by Susan Reid
Allied by Jeneane Sessum
A Look at Art & Design: by Lisa Mikulski
andHow To Reach Women by Tami Anderson
angiemckaig.com: still a great pair of legs by Angie McKaig
Ask Dr. Kirk by Dr. Delaney Kirk
Average Jane by Average Jane
Babylune by Kate Baggott
Back in Skinny Jeans by Stephanie Quilao
Bag and Baggage by Denise Howell
Becoming a Woman of Purpose by Carolyn Townes
Becoming your StellarSelf by Mary Kearns
Be Relevant! by Tamara Gielen
Blog Fabulous by Tracee Sioux
BlogWrite for CEOs by Debbie Weil
Blogaholics by Arienna Foley
BlogRhet, a group blog, all women
Blog Til You Drop by Laurence-Hélène Borel
Biz Growth News by Krishna De
Brain Based Biz by Dr. Robyn McMaster
Brain Based Business by Dr. Ellen Weber
Brand Sizzle by Anne Simons
Branding & Marketing by Chris Brown
Brazen Careerist by Penelope Trunk
Breastfeeding 1-2-3 by Angela
Build A Better Blog by Denise Wakeman and Patsi Krakoff
Build a Solo Practice, LLC by Susan Cartier Liebel
Burningbird by Shelley Powers
Career Goddess by Susan Guarnieri
Chatting to my Generation by Anja Merret
Cheap Thrills by Ryan Barrett
Christine Kane by Christine Kane
Church of the Customer by Jackie Huba
CK’s Blog by CK (Christina Kerley)
Communication Overtones by Kami Huyse
Conflict coaching and resolution for the workplace by Dr Tammy Lenski
Confession of a Marketing Addict by Sunny Cervantes
Conscious Business by Anne Libby
Contentious by Amy Gahran
Conversation Agent by Valeria Maltoni
Conversations With Dina by Dina Mehta
Corporate PR by Elizabeth Albrycht
Cottontimer by Hsien-Hsien Lei
Creating Passionate Users by Kathy Sierra
Creative Curio by Lauren Marie
Crossroads by Evelyn Rodriguez
Cruel To Be Kind by Nicole Simon
Customer Experience Crossroads by Susan Abbott
Customers Rock! by Becky Carroll
CustServ by Meikah David
DailyAffirm by Jeanie Marshall
Debbie Millman by Debbie Millman
Deborah Schultz by Deborah Schultz
Decent Marketing by Katherine Stone
Designers Who Blog by Cat Morley
Design Your Life by Ellen and Julia Lupton
Design Your Writing Life by Lisa Gates
Diary of Claudine Hellmuth by Claudine Hellmuth
Diva Marketing Blog by Toby Bloomberg
Do It Myself Blog by Glenda Watson Hyatt
Dooce by Heather B. Armstrong
Downshifting – by Anne Howe
Driving Traffic – Carol Krishner
Eie Flud by Heather
Elise.com by Elise Bauer
Email Marketing Best Practices by Tamara Gielen
Emily Chang – Strategic Designer by Emily Chang
eMoms at Home by Wendy Piersall
EmpowerWomenNow.com by Ponn Sabra
Enter the Laughter by Marti Lawrence
Equip and Empower! by Carolyn Townes
Escape Blog by Melissa Petri
Escape from Cubicle Nation by Pamela Slim
eSoup by Sharon Sarmiento
Essential Keystrokes by Char
Every Dot Connectsby Connie Reece
EvilHRLady by Evil HR Lady
Expansion Plus by Sally Falkow
Experienceology by Stephanie Weaver
Fish Creek House by GP
First Light by Julie Keyser-Squires
Flash and Accessibility by Niqui Merret
Flooring The Consumer by CB Whittemore
Forrester’s Marketing Blog by Shar, Charlene, Chloe, Christine Elana, Laura and Lisa
Franke James by Franke James
Full Circle – Nancy White
Funny Business by Elena Centor
Fusion View by Yang-Amy Ooi
Garden Variety Family by Karin Marlett-Choi
GenPink by Elysa
Get Fresh Minds by Katie Konrath
Get Shouty by Katie Chatfield
Getting Granular by Aimee Kessler Evans
Giant Jeans Parlour by Anjali
GourmetStation Delicious Destinations by Donna Lynes-Miller
Great Presentations Mean Business by Laura Athavale Fitton
Hartsock Communications by Nettie Hartsock
Her Bad Mother, Catherine Connors
Hey Marci by Marci Alboher
¡Hola! Oi! Hi! by katia adams
Horse Pig Cow by Tara Hunt
i am bossy, Georgia Getz
ifelse by Phu Ly
Illustration Friday by Penelope Dullaghan
In Women We Trust by Mary Clare Hunt
Infomaniac by Liz Donovan
Inspired Business Growth by Wendy Piersall
Internet Geek Girl by Stephanie Agesta
Jane Geneva by Jane Geneva
J.T. O’Donnell Career Insights by J.T. O’Donnell
Jemima Kiss by Jemima Kiss
Joyful, Jubilant Learning by Rosa Say
Joy Unexpected, Y
Katya’s Non-Profit Marketing Blog by Katya Andresen
KDPaine’s PR Measurement Blog by Katie Delahaye Paine
Kinetic Ideas by Wendy Maynard
Kristy T’s Home Business Blog by Kristy T
Learned on Women by Andrea Learned
Lifeblog by anina
Lindsay Pollak by Lindsay Pollak
Lip-sticking by Yvonne DeVita
Little Red Suit by Tiffany Monhollon
Live The Power by Karen Lynch
Liz Strauss at Successful Blog by Liz Strauss
Lorelle on WordPress by Lorelle VanFossen
Making Life Work for You by April Groves
Marketer Blog by Leslie Jump
Marketing To Women by Holly Buchanan
Manage to Change by Ann Michael
Management Craft by Lisa Haneberg
Managing With Aloha Coaching by Rosa Say
Mandarin Design Daily:The MEG Blog by Michelle Goodrich
Marketing Roadmaps by Susan Getgood
Mary’s Blog by Mary Schmidt
MediaBlog by Daria Rasmussen
Media Influencer by Adriana Lukas
Mediation Mensch by Dina Beach Lynch
Misbehaving by Dana Boyd, Hilde Corneliussen, Caterina Fake, Meg Hourihan, Liz Lawley, Fiona Romeo, Dorothea Salo, Halley Suitt, Gina Trapani, Jill Walker
Mkgmd – le mag du marketing multidimentionnel by Christelle Alexandre
Moda di Magno by Lori Magno
Modite by Rebecca Thorman
Mogulettes in the Making by Carmina Perez
molly.com by Molly E. Holzschlag
Mom 101, Liz Gumbinner
Muddy Boots
My Beautiful Chaos by April Groves
Narrative Assets by Karen Hegman
Newbie NYC by Mary Hilton
Netdiver by Carole Guevin
On My Desk by Linzie Hunter
Orlando Avenue by Colleen Kulikowski
Passion Meets Purpose by Kammie Kobyleski
Peggy Payne’s Boldness Blog by Peggy Payne
Picture This, Tracey Clark
Poultry Discussion by Louise Manning
Presto Vivace Blog by Alice Marshall
Productivity Goal by Carolyn Manning
Purple Wren by Sandy Renshaw
Purse Lip Square Jaw by Anne Galloway
Quality Service Marketing by Sybil Stershic
re:Invention by Kristen Osolind
Rebecca’s Pocket by Rebecca Blood
Resonance Partnership by Marianne Richmond
Sacred Ingredients by Nicole Hanley
Sanctuary for Change by Susan Hanshaw
Sent From My Dell Desktop by Alejandra Ramos
Shiva’s Arms by Cheryl Snell
Small Biz Survival by Becky McCray
Small Business Trends by Anita Campbell
Small Failures: Sustainability for the Rest of Us by Jess Sand
So Close by Tertia
Solomother by Christina Zola
Spare Change by Nedra Kline Weinreich
Spirit in Gear by Debbie Call
Spirit Women by Carolyn Townes
Subterranean Homepage News by Sheila Lennon
Susan Mernit’s Blog by Susan Mernit
Sweet|Salty by Kate Inglis
swissmiss by Tina Roth Eisenberg
Talk It Up by Heidi Miller
Tech Kitten by Trisha Miller
That’s What She Said by Julie Elgar
The Artsy Asylum by Susan Reynolds
The Blog Angel by Claire Raikes
The Brand Dame by Lyn Chamberlin
The Budgeting Babe by Nicole
the Constant Observer by Tish Grier
The Copywriting Maven by Roberta Rosenberg
The Curious Shopper by Sara Cantor
The Engaging Brand by Anna Farmery
The Entrepreneurial MD by Philippa Kennealy
The Floozy Blog by Kate Coote
The Kiss Business Tooby Karin H.
The Krafty Librarian by Michelle A. Kraft
The Kristasphere by Krista Summit
The Marketing Mix Blog by Ilse Benun
The New Charm School by Jennifer Warwick
The Parody by Sasha Manuel
The Podcast Sisters by Anna Farmery, Krishna De and Heather Gorringe
The Qualitative Research Blog by Reshma Anand
The Shifted Librarian by Jenny Levine
The What If…? Women by Randee, Lori, Anne, Lynn and Norka (Pink Collar Club)
Think Positive! by Kristen Harrell
this is rachelandrew.co.uk by Rachel Andrew
Toddler Planet by WhyMommy
unstruc chitchat about information by Daniela Barbosa
Veerle’s blog 2.0 by Veerle
Water Cooler Wisdom by Alexandra Levit
Wealth Strategy Secrets by Nicola Cairncross
What A Concept! By Sherry Heyl
What’s Next Blog by B L Ochman
Wiggly Wigglers by Heather Gorringe
WomensDISH by Diane K. Danielson and Friends
Wonder Branding by Michele Miller
Woolgathering by Elizabeth Perry
Worker Bees Blog by Elisa Camahort
Write Ideas Marketing by Andrea Morris
You Already Know This Stuff by Jodee Bock
Ypulse by Anastasia Goodstein

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Blurring the lines — just what is advertising on a blog?

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Most online advertising is easy to spot. Skyscrapers  or banners with blinking lights and  flash animations. Text ads with the clear tag "XYZ Ad Network" or Google Adsense.

But what about blogs that are sponsored by a company. For example, Scratchings and Sniffings, a pet blog sponsored by Purina.

Or Pay Per Post? Or blogging networks like Parent Bloggers Network in which companies pay a consulting fee for review coordination and the bloggers keep the products?

Or blogger relations — where companies reach out directly to bloggers with products and exclusive stories and other blog-worthy material?.

Are the posts that result from these efforts advertising or editorial? It has to be one thing or another, right? After all, in the" good old days," it was black or white. It was advertising or it was editorial and never the twain shall meet. Right?

I mean, we’ve never had evaluation labs that did paid reviews of products and applied a seal of approval. Oh wait a minute. Yes we did.

Magazines and newspapers never sold editorial-like space for advertisers to write their own stories. Oh wait a minute. Yes we did. And do.

And it wasn’t really a problem. It just was.

And is. Readers have always been, and still are, able to apply their own judgment to the material they read, no matter how stupid advertisers seem to think we are. The Web is no different.

And all these approaches have their place in our informational ecosystem. So, let’s put a little definition around the issue.

What is advertising, what qualifies as "advertorial," and when can we expect that a blog, podcast or Web site is serving up "pure" editorial content?

Advertising. The advertiser has complete control over the ad content and landing pages. Paid or pro bono, using rate cards not that different from the old magazine CPM. Examples: site advertising, Google AdSense, BlogHer ad network, Blogads.

Advertorial. This is where I put things like Pay Per Post and blog networks like Parent Bloggers Network. In the print world, of course, the advertiser has complete content control and the magazine simply dictates a common format. Online, it is a bit different, but the end result isn’t. Online, the advertiser has control over the initial factors — what is to be reviewed or written about and who will be writing. But, after that, the blogger is more or less free to write what he pleases.

That said, we can certainly expect a certain cognitive dissonance effect; paid reviewers will be more likely to be positive about  a product, regardless of their opinion, or lack thereof, before starting the review. While they aren’t being paid to voice a view contrary to their own opinons, as were the subjects in Leon Festinger’s original research in the 50s, the mere fact that they are being paid by an entity with a vested interest is bound to shape the review.

But so what. Readers can make up their own minds. And will. However, full disclosure of relationships is absolutely essential. If the service or network does not require full disclosure, I strongly advise both advertising companies and bloggers to stay away.

Sponsored blogs fit in the advertorial category. Even if the writer is totally independent, a certain sensibility is bound to affect the blog. The sponsor may not say "don’t trash me" but the writer isn’t going to. Unless there is such an egregious situation that the blogger wants to divorce the sponsor. Likewise, I consider review networks like Parent Bloggers to be advertorial because even though the writer is free to write whatever she wishes about the product or services, there is a prior agreement that there will be a post.

Caveat: Do not confuse pay-per-post type writing with freelance writing. Paid posts on a personal blog reflect the personal opinion and style of the blogger — some are short and breezy, some funny, some deep and introspective. The clients are not paying for the in-depth research, impartiality and writing skills that we might see on a sponsored blog or from a professional freelance writer.

This does not mean that bloggers cannot be freelance writers. They can. It just means that we need to understand that there is a real difference between pay-per-post writing and freelance writing, and the fees each type of writing should command.

Independent editorial. The blogger may take advertising, but the expectation is that the blog contents are 100% owned by the blogger, in all senses of the word. The blogger may be receptive to pitches from blogger relations, marketing and PR firms, but there is no quid pro quo. The company making the pitch had better tell a compelling, relevant story that offers something of value to the blogger. Or risk being ignored, or worse, ridiculed.

Companies that get this right can have long, mutually beneficial relationships with bloggers. Get it wrong? Just ask Wal*Mart.

Pay Per Post and other paid blogging services can supplement blogger relations, but in my opinion, do not replace it.

They can however coexist. Just as advertising, editorial and advertorial have been working together to tell us the story for years.

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Buzzzz…

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Geoff Livingston was crazy kind enough to ask me to be one of his victims interviewees over at the Buzz Bin. Check it out.

A week or so ago, Kami Huyse took Todd And’s (and now Advertising Age’s) 150 list and pulled out the women bloggers, pointing out that we make up only 13% of the top-ranked marketing/PR bloggers, which was surprising to her given how many women are in the profession.

As readers here know, I’m not crazy about rank-ordered lists, for a lot of reasons. So, I was pleased when this week, the meme took a turn and people started adding new or overlooked women bloggers to the list. And someone, bless her and apologies for not remembering who at this point, converted it to alpha order. When I have a few moments, I will definitely make some additions.

Coming soon: some thoughts on paid blogging inspired by the conversations at and post-BlogHer. And more on the SciFi network digital media tour earlier this summer.

BlogHer Recap Part 2: Everything and the Kitchen Sink

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There was a lot more to BlogHer than a bit of a fuss about public relations, including seeing so many old,  and meeting so many new, friends. Since I am bound to leave someone out if I do a list, know that I was so happy to see or meet you, and was sorry I missed so many people that I know or read. Next year….

This post is going to cover a variety of things, from the unconference on Sunday to politics and why the major media didn’t come to BlogHer.

In fact. let’s start there. Joanne Bamberger of Pundit Mom and  Jennifer Pozner at  the Women’s Media Center have done an excellent job of summarizing the issue: the national media didn’t bother with BlogHer, with 800+ women bloggers in attendance, even though a major policy effort, BlogHers Act, was a key element of the program and Elizabeth Edwards was featured in the closing keynote. Yet a week later. everyone finds time to go to Chicago for YearlyKos. 

Why?

As I posted in a comment yesterday to my previous BlogHer post, I wonder if it was in part because of the absence of assholes?

Bear with me a moment.

It’s a well known fact. Disagreement and invective make better stories than agreement and community. At least as far as the mainstream media is concerned. Don’t believe me? Just pick up your local morning paper and look at the front page. Besides, there really is no other explanation for Ann Coulter.

Why doesn’t the mainstream media understand that 800+ women bloggers are a powerful political presence? Especially in the context of BlogHers Act, a collective effort to make a difference on a significant issue, global health?

 I’m wondering if it is because the BlogHer community generally embraces its diversity instead of encouraging controversy? The media loves arguments and assholes and division, and you know, there is plenty of all three over on most political sites. But 800 women coming together out of a mutual interest in using blogs to share their experiences, whether professional, personal or political, and agreeing to respect the diversity of the community, not proselytize?

Nah. That’s no fun.

It’s also not right. Think about how you can change it.

Moving on, let’s be crystal clear. Just because the BlogHer community isn’t a bunch of jerks doesn’t mean that there aren’t  political differences among the members. Julie Marsh, mothergoosemouse, touched upon them on both her personal blog and on Imperfect Parent. As she notes, the women in the BlogHer community are good at coming together on the areas upon which we agree. But there seems to be a liberal bent, which may be off-putting to more conservative women. How do we embrace both groups? It’s not a trivial question.

Especially in context of the thing that worries me the most about US politics, which is that we seem to have become so polarized (call it red/blue if you must) that we cannot come together on anything. I posted the following on BlogHer a few weeks ago and Lisa Stone referenced my question during the Edwards keynote:

I continue to be inspired by how EE called Ann Coulter on her lies and innuendo. I would be very interested in her take on how we can return the level of US political discourse to conversation about issues. Versus the hyperbole, innuendo, cult of personality and battle of the soundbites it has become.

Can we? Or have we become so polarized, so divided (call it red state blue state if you want) that we can’t talk about issues, we can only talk from positions?

If we do not agree on gay marriage, does that mean we cannot discuss healthcare? If we do not agree on abortion rights, does that mean we cannot discuss childcare? If we do not agree on the war, does that mean we cannot discuss the economy?

Certainly, it is in the best interests of the major political parties that we stay so divided. But is it in ours? I do not think so.

———————–

Okay, that’s the political discussion. On to social media. As I mentioned, I attended the unconference, sponsored in part by my client HP, and I have nothing but good things to say about it. The format and facilitation were great, and I got as much out of my four hours there as I did from the previous two days. That wouldn’t necessarily be the case for every BlogHer, but for us quasi or totally techie social media types, it was heaven! I wish I could have stayed until the end.

I participated in three topics: advertising on blogs, the death of communities and how do we define social media. The discussion was terrific, and I can in no way do it justice here. My notes are pretty awful 🙂

But I would like to share with you some things I shared with my fellow "open spacers" last Sunday.  And not just that John Mackey from Whole Foods was a jackass for his anonymous Wild Oats bashing, which he was but I’ll let others wax eloquent on that. I have no time for a public company CEO with so little responsibility to his shareholders.

Back to the unconference. The three sessions I participated in gave me an opportunity to share two themes that I have been noodling for quite some time. The response in Chicago was pretty positive-  thanks, BlogHers, and Hims. Would love your thoughts as well.

First, a common issue that seemed to underly all the discussions was the delta between what customers/bloggers are interested in, and what companies seem to put out, whether in advertising, blogger relations or communities. I’ve long thought of it in terms of product — task — emotion. Companies love their products, sometimes understand that tasks, not features, motivate, but rarely understand that the true motivation is the underlying emotion: WHY the person wants to do the task. Jack Vinson from Knowledge Jolt, created a good example from my starting point: We understand that the drill (product) is purchased to drill holes (task) but what we miss is that the real purpose is to build a birdhouse and watch birds.

There is almost always a higher order, emotional purpose. Look for it.

Then over lunch, we tried to come to a definition of social media, and were only slightly sidetracked by Whole Foods and furries, but not thank heaven, in the same sentence. Mackey is a vegan after all.

I shared a construct that drives my thinking of social media. For me, social media are the tools that let us return to a simplicity of communication not dissimilar from the village. Here’s how it goes.

Way back when, we had villages. And in the villages, everyone knew everyone. Call it the beat of a drum or gossip or simply society. People spoke with each other, and directly learned what they needed to know. And then everything exploded. The Industrial Revolution begat the Modern Age, and mass media intermediated. You didn’t get your information from someone you knew. You got it from Huntley & Brinkley, Chancellor, Tom, Dan and Peter. Mass media became the filter to our experience.

And then the Modern Age begat the Internet. And social media tools like blogs and social networks and Twitter and whatever comes next…. they allowed us to talk to each other again. Directly. Without editors.

Which means we filter a lot of crap. But it also means that a landlord can’t bamboozle a young couple. And companies can’t dismiss warranties. And a whole lot of other things.

Because we know each other again. In our little village called the Internet.

At least that’s how I see it. What do you think?

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A word about breast cancer

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Cross posted to Snapshot Chronicles

Just before BlogHer, I started reading Toddler Planet, the blog of an incredibly courageous woman who had to change her plans to attend the conference because she had been diagnosed with inflammatory breast cancer, a particularly nasty and often undetected form of breast cancer, and her chemo was scheduled to start the same week.

She has written a post about the disease and asked fellow bloggers to repost as much or as little of it as they wished. Please spread the word, and if you are so inclined, make a donation to Susan G. Komen for the Cure.

Here is WhyMommy’s post:

We hear a lot about breast cancer these days. One in eight women will be diagnosed with breast cancer in their lifetimes, and there are millions living with it in the U.S. today alone. But did you know that there is more than one type of breast cancer?
   

I didn’t. I thought that breast cancer was all the same. I figured that if I did my monthly breast self-exams, and found no lump, I’d be fine.

Oops. It turns out that you don’t have to have a lump to have breast cancer. Six weeks ago, I went to my OB/GYN because my breast felt funny. It was red, hot, inflamed, and the skin looked…funny. But there was no lump, so I wasn’t worried. I should have been. After a round of antibiotics didn’t clear up the inflammation, my doctor sent me to a breast specialist and did a skin punch biopsy. That test showed that I have inflammatory breast cancer, a very aggressive cancer that can be deadly.
   

Inflammatory breast cancer is often misdiagnosed as mastitis because many doctors have never seen it before and consider it rare. “Rare” or not, there are over 100,000 women in the U.S. with this cancer right now; only half will survive five years. Please call your OB/GYN if you experience several of the following symptoms in your breast, or any unusual changes: redness, rapid increase in size of one breast, persistent itching of breast or nipple, thickening of breast tissue, stabbing pain, soreness, swelling under the arm, dimpling or ridging (for example, when you take your bra off, the bra marks stay – for a while), flattening or retracting of the nipple, or a texture that looks or feels like an orange (called peau d’orange). Ask if your GYN is familiar with inflammatory breast cancer, and tell her that you’re concerned and want to come in to rule it out.

There is more than one kind of breast cancer. Inflammatory breast cancer is the most aggressive form of breast cancer out there, and early detection is critical. It’s not usually detected by mammogram. It does not usually present with a lump. It may be overlooked with all of the changes that our breasts undergo during the years when we’re pregnant and/or nursing our little ones. It’s important not to miss this one.
   

Inflammatory breast cancer is detected by women and their doctors who notice a change in one of their breasts. If you notice a change, call your doctor today. Tell her about it. Tell her that you have a friend with this disease, and it’s trying to kill her. Now you know what I wish I had known before six weeks ago.

You don’t have to have a lump to have breast cancer.
   

teamwhymommy

 

P.S. Feel free to steal this post too.  I’d be happy for anyone in the blogosphere to take it and put it on their site, no questions asked.  Dress it up, dress it down, let it run around the place barefoot. I don’t care.  But I want the word to get out.  I don’t want another young mom — or old man — or anyone in between — to have to stare at this thing on their chest and wonder, is it mastitis?  Is it a rash?  Am I overreacting?  This cancer moves FAST, and early detection and treatment is critical for survival.
   

Thank you.