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Stephanie Schwab

Your Digital Portfolio

by · July 24, 2013

In my last post I wrote about how to show, don’t tell, as you look for jobs and build your resume and profile. In just the few weeks since I wrote that post, I’ve been reading more and more about the problems that recent grads are having in finding jobs, and it’s gotten me thinking.

What’s the most efficient way that today’s job seekers, including recent grads, can get hired for jobs in today’s economy? I think every job seeker, particularly those in creative or tech fields, must have a digital portfolio.


Job Searching in a New Media World

by · June 5, 2013

It’s well-documented that it’s harder than ever to land a job. The reasons are myriad and include high unemployment rates, college grads with the wrong skillset, and massive amounts of noise in the hiring pipeline. The web has made it far easier to apply for jobs, and as a result, hiring managers see thousands of resumes for nearly every job they post.

The nature of work itself has also changed. As my blogging colleague Nichole Kelly has said, technology is rapidly shifting the way the workforce is assembled and how companies are structured. Millennials and digital natives are looking for non-traditional work environments, and companies who are able to adapt to the new expectations seem to attract top young talent.


Highs and Lows in the Parent Blogging World

by · May 17, 2013

There’s never a dull moment in the parent blogging world. This past month has brought new highs and lows to this group, a group I’m firmly enmeshed in both as an agency which works with bloggers and as the founder of a conference bloggers attend. (I also happen to be married to a parenting blogger – my husband blogs on his own dad blog as well as in a number of other outlets.)


Disclosures for Bloggers and Brands

by · April 24, 2013

Recently, the FTC released updated guidelines for disclosure in advertising. This 2013 update, titled “.com Disclosures,” supplements their 2009 Testimonials & Endorsement Report, which was one of the first explanations of the requirements for disclosure of endorsements, sponsorships and other payments from online endorsers, including bloggers.

The primary reason for the disclosure requirement is to assist readers and viewers in determining whether a blogger or endorser has a material connection to the brand about which they’ve produced content. It seems pretty obvious (to me, at least) why this is important to know.


Don’t Bite the Brand That Feeds You

by · March 26, 2013

There’s been a bit of a kerfuffle in the parenting/lifestyle blogosphere this past weekend, related to a brand’s blogger outreach program. The brand in question is KFC, and (from what I understand, as I wasn’t there) they invited a number of bloggers to an in-person event, with their children, to learn about KFC’s new kids meals.

I’ll disclose up front that I don’t ever eat at KFC because I’m sensitive to MSG and they put it in much of their food. This fact generally puts me in the category of people who think that KFC is unhealthy: if it makes me sick, it must be unhealthy.


When Small Businesses Shouldn’t Do Social Media

by · March 7, 2013

I talk to a lot of owners of small companies and I get asked all the time, “What should my company be doing in social media?”  Most of these businesses are really small shops – solo practitioners, neighborhood retailers, nascent startups which may not even have a web presence.

As someone who is deeply entrenched in, and very much in love with, social media, it’s very hard to say “Don’t do social media.” But honestly – more and more, I find myself telling some of these entrepreneurs and business owners that social media may not be the most important thing for them to do (at the moment they’re asking me).


3 Blogging Lessons from Parenting Bloggers

by · January 24, 2013

I have a confession to make. I’m jealous of parenting bloggers. There, I said it.  I’ve been thinking this for years but I’ve never actually said it. You, my friends, are hearing my confession for the first time.

I’m so envious of the way some parenting bloggers, including many friends of mine, so beautifully document their lives and those of their children.  It takes a rare person to open up their lives at the level that the best parenting bloggers do – when they bare it all (or almost all) and tell amazing stories through their words and pictures.  These bloggers are chronicling their kids’ lives and they’ll have those stories forever; here I am, just another marketing blogger.  (P.S. Click the links in this paragraph for just a few of my favorite parenting bloggers.)


Five Social Media Trends for 2013

by · December 6, 2012

You be the judge – did I hit my 2011 and 2012 predictions correctly? Assuming the answer is yes, I’m going to try and go three-for-three with this year’s crop of prognostications.  While these are all broader marketing trends, I’ve outlined what I think you, the social media marketer (or digital marketer), should give some brainspace to in 2013.

Transmedia Storytelling

We’re starting out with a content-focused trend. I felt that 2012 was all about content marketing, and 2013 will be no less so, but it’s gonna get a bit more complicated. It’s not enough anymore to just put out great content in your blog. Brands (and individual bloggers) will need to start ramping it up and telling their stories across multiple platforms, from blog to video to Twitter and back around again.


The Influencer Continuum Model for Influencer Engagement

by · November 7, 2012

I’m a huge advocate for blogger programs and blogger engagement.  Those of you who have read me here at SME for a while know that I’m on a bit of a personal mission to improve outreach methods by PR and marketing people, and also help bloggers to work more effectively with marketers.  Good blogger programs are really a win-win for everyone, if true to both brand and blogger missions, and executed well.


About Stephanie Schwab

Stephanie Schwab

Stephanie Schwab is the Principal of Crackerjack Marketing, a digital marketing agency specializing in social media planning and execution. Stephanie is also the founder of the Digital Family Summit, the first-of-its-kind conference for tween bloggers and content creators and their families. Throughout her 20-year career, she has developed and led marketing and social media programs for top brands and has presented on social media and e-commerce topics at numerous conferences and corporate events. Stephanie writes about social media at, sometimes hangs out at Google+, and tweets @stephanies.

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