Creating an environment that fosters dialogue is the ultimate goal of social media – what used to be a one-way monologue between companies and customers has now become a multi-dimensional conversation. Not all brands are ready to listen or have figured out how to engage, but regardless, the conversations among consumers will continue with or without the brand’s participation. The control no longer resides in the pocketbooks of corporations and television networks, it is shared with regular folks using their laptops, webcams, and cell phones to tell stories that spread like wildfire across the digital world.

None of this is new, especially for those of us who have been active in this space for several years, but the evolution of technology and best practices demand innovative solutions for marketers attempting to break in. Moms are the primary purchasers and the fact that we now trust each other more than organizations has undoubtedly upped the ante for PR/marketing agencies who are being asked to tap in and then harness this power.

For bloggers the question is always in the payoff… and the payoff differs person to person. What may be inticing to one woman, may well insult another, showing that authentic relationships are the primary currency of online communities.

There were no shortages of fabulous women and momrepreneurs to chat up. A huge kudos to the organizers at Kirtsy and OpMom because I’ve been to a bunch of these events and this weekend was refreshingly welcoming without having to sacrifice on quality speakers / content.

Last year at BlogHer I was introduced to twintastic mom promoters Janice and Susan of 5 Minutes for Mom, but this time I was lucky enough to spend more time getting to know them and even did an interview about video blogging that’ll be appearing on their site. To demonstrate how easy it is – I turned on my new Kodak Zi6 … (my only regret being that it wasn’t on a few minutes earlier when I tumbled backwards while wearing Susan’s insanely tall high heels that were meant to make me look less like the midget I am).

5minutesformom Outtakes from faintstarlite on Vimeo.