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Stephanie Schwab

Making the Most of In-Person Blogger Events

by · October 3, 2012

This past August was the 8th annual BlogHer conference, the grandmommy of blogger events, in New York City. As the owner of a digital marketing agency, I’m usually in attendance at these events as someone who works with (and therefore wants to meet and schmooze with) bloggers. This time I was also kind of a blogger/influencer in my own right, having started the Digital Family Summit this year. It was very interesting to see this conference, and think about other conferences, from the blogger’s perspective.


The Glossy Veneer of Professionalism

by · August 24, 2012

Today’s storefronts and social media platforms make it easy for anyone to hang out a shingle. Whether you’re a quilt maker, graphic designer or marketing consultant, you can build a very professional-looking web presence in a matter of hours. Then, over a relatively short time, build up your credibility as well by tweeting, pinning, or blogging on your topic. But a pretty front end and lots of followers say nothing about your ability to deliver professional work on a timely basis.


Kids Are The Future of Social Media

by · August 1, 2012

I’ve seen the future of social media and her name is Hannah.

A few weeks ago I was privileged to host the first-ever conference for tween and teen bloggers and their families, the Digital Family Summit.  However immodest this may seem, I truly feel this event was a watershed moment in social media.  It was clear from listening to and meeting the 125 kids in attendance that content creation permeates every fiber of their being.

My conference co-organizer, Jennie Baird, said this in our conference program:


What’s The Difference Between Buying Facebook Likes and Twitter Followers?

by · May 31, 2012

Last week I had far more conversations than normal about buying Twitter followers. I don’t know what it was, maybe the stars were out of alignment, but everyone wanted to talk about whether or not you should buy Twitter followers, how you can buy them, and what it means if you do buy them.

Examples: One friend has a client who worked with some hacker to get thousands of new followers. I read a blog post about a PR pro who bought followers, and then had them taken away by Twitter when he admitted it publicly. And then, while I was researching a potential client, I realized that one of their executives had bought most, if not all, of their 37,000 followers.


5 Ways to Measure Blogger Outreach ROI

by · May 17, 2012

A friend of mine recently emailed me to say that she has a new client but they’re wary of doing a blogger outreach program, and do I have any metrics about outreach ROI, especially for driving sales?

I wrote back: You’re asking for the holy grail.

However, while linking ROI to blogger outreach is not simple, it’s also not impossible. Think about the decades (centuries?) of PR people who have gone before us. How did they determine ROI on media outreach when all they had was “impressions” (a very fuzzy number that was, and is: self-reported from print and broadcast media)?


Are They Bloggers? Or Celebrities?

by · April 20, 2012

The coolest thing has been happening lately, and it’s making me feel really special. Suddenly I know people who are in ads. And not just any ad – major, national brands. I feel like I’m brushing with celebrity – and yet, these people aren’t traditional celebrities, they’re bloggers. And they happen to be friends of mine.


Rise of the Twitter Teenager

by · March 28, 2012

As I was sitting at Jason Falls’ SxSW party on a rainy night in Austin, waiting for a friend, I checked Twitter. I was wondering what was trending from SxSW.

The #1 trending topic on Friday night was this: #GetAustin2Philly.


The Decline of Blogs (and How PR Can Help Avoid It)

by · March 9, 2012

I returned from the Blissdom blogger conference about 10 days ago and am off to Dad 2.0 Summit this week. There’s a lot of blogger love happening out there, and it’s wonderful to be in the middle of it, helping to connect brands and bloggers in creative and fruitful ways.

Lately, though, I’ve been coming home from parenting/lifestyle blogger conferences both inspired and dismayed. There are some really cool ways in which brands are engaging with these bloggers, and some of those efforts come through at blogger conferences. For example, at Blissdom, ConAgra launched their Child Hunger Ends Here campaign, encouraging bloggers to add the hashtag #childhunger to their tweets to donate one meal per tweet sent during the conference. The hashtag was flying and 20,000 meals were donated, with ConAgra matching to get to a total of 40,000 meals. Bloggers for a cause … I love it.


Foursquare? Wherefore Art Thou, Foursquare?

by · December 16, 2011

I’m not sure about you, but I’ve seen increasingly less activity on my Foursquare account lately, in my own stream and others’. While I do have a few new friends every so often, those whom I’ve followed for a long time (Foursquare early adopters, like myself) seem to not be checking in as much (and nor am I). The leaderboard has thinned and the checkins seem more and more mundane (Gym, Starbucks, office. Repeat.)


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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