Mumsnet

Absolutely.

And I think the strength in numbers here, from our experience, finding your group, finding a group of people who are having the same struggle, you know, whether that's on Mumsnet or on a Facebook page or...

Meeting, you know, as sometimes my daughter does, down the local community centre with other mums going through the same thing.

And having a chat and having a look at that and sharing information is really important.

So then I started contacting Kevin at Awin and I kind of helped Kevin in a way with the community we built, which was Affiliates For You.

Affiliates For You was like the Mumsnet of the affiliate industry 20 years ago when forums were big.

And I genuinely, I think the community as a whole, can be applauded to the fact that they really helped the early adopter networks to evolve in the first instances because it was an instant feedback mechanism for them.

There were CEOs of networks that would have their executive assistants with a report landing on Monday morning and what happened on the forum over the weekend because the affiliates were so powerful back then.

Right.

You know what? I know that there's a whole thread about the story on Mumsnet and that Aisha's on there talking about it because we know she's on there all the time.

It's so tricky of Joe because in the beginning of the book, I had this false sense of security where, you know, Strike is telling Robin all these things about Bijou.

It was so great and how he didn't want any of this.

You, you-

You need to get off this podcast and go and ask Mumsnet what to do because they will, they will go nuclear on this issue.

Yeah.

[laughs]

I think that's really nice.

I think that's really smart from me there.

Go on Mumsnet, and they'll, they'll give you all sorts of unethical things you can do, and they'll probably pass lots of, lots of judgments on th- these parents that'll make you feel good and vindicated as well.

Perfect.

But if you try and think of any of the major shared cultural spaces on the internet, none of them are European.

The only one I can think of that's remotely European is Mumsnet.

That's the only one.

But in terms of the major forums, the kind of places that kind of set the cultural agenda, they're all in America because America allowed their growth.

We're expecting our first child in November, so I put a load of questions on that in there.

All of those are going to Mumsnet, so you need to be on Mumsnet and talking about your product there.

Reddit, despite what everyone's saying, is still a big channel in different ways.

It maybe isn't getting cited, but it's certainly going to Reddit, as my business partner, Saganthan's latest paper just showed.

Making a concerted effort that our client is getting clients to review them on all the necessary sites.

And not just because it's good for brand rep anymore, but because it's pulling from there and you need it to be there.

What else is there? Yeah, and getting those same sort of, I guess, profiles to talk about on Mumsnet.

We need to drop in our brand there.

People are polite enough not to have opinions very much now.

Although I remember I once did read a Mumsnet thread where someone said, "I, I feel like he wants to have children and she doesn't."

Oh my goodness.

"And her mental health is stopping them from having a kid, and that's really sad," and that stuck with me.

Yeah

... books, blogs, forums, my forum, Mumsnet's forum, everyone's-

Yeah

... forum, it's all in there anyway.

You know, the, um ...

And, um, and then I, I, I sort of went, somehow or other, I f- I looked up, there, Mumsnet.

That's always dangerous.

There's a, honestly, the, um, having, having, having had my children so long ago, I, Mumsnet wasn't even, wasn't even a thing.

But I went on Mumsnet to see all the comments and that, and that was, some of them were hilarious.

They really, really were.

And apparently, you know, um, was it Longleat, which is another place we have in the UK, I, I don't even remember this, whether it was reported in the news, I don't know.