Entries by Stephanie Schwab

Your Corporate Social Media Policy

As a business owner, marketing manager, or executive, you may wonder if your company needs a social media policy. After all, nearly everyone we know uses a Facebook account, and lots of people are Instagramming photos of their families, or posting this weekend’s party on Snapchat. How do you protect your business when your staff are loose on […]

How to Tweet Like a Pro

If you’ve been reading this blog for any length of time, you can probably tell we’re all aflutter about Twitter. Even though we wonder why Twitter is so darn difficult for people, we’re big advocates for using Twitter as part of your overall social media strategy.  It’s a powerful tool for building your business. What […]

Why Is Twitter So Darn Difficult for People?

I do a lot of social media training, which I really enjoy. I work with small business owners, executives, front-lines social media managers, and people who are trying to gain skills for their next job. I’ve trained on social media strategy, on blogging, and on just about every platform out there: Facebook, Instagram, Pinterest and YouTube. As […]

7 Habits of Top Digital Brands

We hear a lot about top digital brands and wonder what sets them apart. It’s not just a lot of luck. It’s not even offering a product or service that no one else sells. Instead, these brands earn this designation through hard work, creativity, and effective strategizing. According to digital agency 360i, there are 7 […]

Reaching Teens Using Social Media

Co-Authored by Stephanie Schwab and Archie Alibasa “The Young and the Restless” is not only a popular American soap opera, it’s also an accurate description of the teens today. According to Forrester Research, teenagers today, including the group considered “millennials,” have a strong need to be connected on the internet more than any other generation. […]

How To Apologize To Your Customers

There’s a right way and a wrong way to handle most things in life, and that includes crises of the technology hacking variety. Two recent hacking crises do an excellent job of illustrating how companies handle crises. One, involving Buffer, occurred in October 2013 and was handled quite well while another, involving Snapchat in January […]

4 Steps to Creating a Content Marketing Engine

Once you’ve decided that inbound marketing is right for you, what’s next? As enthusiastic as you may feel, it’s only natural to puzzle over how you’re supposed to go from being an traditional, advertising-heavy company to a creator and distributor of content that attracts, engages, and moves your audience through the marketing funnel. The answer? […]

7 Key Assets for Inbound Marketing

You likely already have several key inbound marketing assets at your disposal. These platforms help you interest, educate, and entertain your audience, moving your prospects through the inbound marketing continuum. Your goal is to take your audience members, who are essentially strangers at the beginning of your relationship, and convert them into customers and brand […]

What Is Inbound Marketing?

Inbound marketing, while not an entirely new concept, has become quite popular, particularly with B2B marketers and with consumer marketers too. The reason for its growth is due in large part to some of the new ways that people communicate: via the social web and blogs. Inbound marketing is actually a powerful combination of digital […]

Social Listening Like a Rap Star

The social media revolution was – is – all about talking. It’s about putting your ideas out into the world to see how they connect and collide with others’. But if the social media revolution is about talking, the social media revelation is about listening. (See what I did there? Eh, eh?) Social listening is […]

How to Promote Your YouTube Videos for Free

YouTube videos can be an important part of your social media marketing plans. However, creating high-quality, informative, entertaining videos isn’t enough. You’ll need reliable ways of getting the word out and securing the right kind of attention for your videos. Here are several free ways to promote your YouTube videos: Use Your Blog: Your blog gets […]

How To Throw a Social Media Party

My friend Sree inspired me a while back to think about how to throw a social media themed party, so I’ve been gathering some pins and links about food, decor and activities. Maybe you can use some of these ideas at one of your work or play gatherings. Social Media Party Food Delicious food is […]

Pros and Pitfalls of Sponsored Content for Brands

Recognizing that many consumers have become bored and disillusioned with traditional ads, many businesses are looking to create new types of advertising. Although technology makes it easier than ever to create and post attractive ads online, and many advertising opportunities are fairly inexpensive, consumers less likely to pay attention to them. Therefore traditional ad options […]

4 Sought-After Instagram Influencers

Reaching out to respected influencers on any social media platform is a good way to build awareness and credibility for your brand. Many major brands have discovered the benefits of developing relationships with Instagram influentials; these top photogs have the creativity to produce appealing photographs for their brand clients. And bonus: their high follower counts […]

Is Your CEO Fluent in Social?

My four-and-a-half year old is learning the finer points of the English language. Like the fact that the plural of “mouse” is “mice,” not “mouses” or “mices.” Until I started teaching him these kinds of English nuances, I’d forgotten how hard it is to learn a language from scratch. This got me thinking about how […]

3 Great Examples of B2B Companies Using Instagram

As far as image-driven social sites go, Instagram has proven its value for sharing fresh, creative content. Far from being merely pretty, Instagram provides brands with the chance to engage markets visually, establish an emotional connection, and increase their followers. However, B2B brands often overlook Instagram, believing it’s better for fashion, news and travel companies. […]

Is Facebook Right for Your B2B Brand?

If you read my recent post on Social Media Explorer, you know that I’m not really a fan of Facebook for B2B (business-to-business) businesses. That’s because Facebook is generally a personal domain. People may be willing to connect to brands which intersect with or enhance their personal lives, but I’ve seen resistance amongst Facebookers when […]

Visual Content for Brand Marketing

The alternate title for this post is: A Picture is Worth 1,000 Words, because given the rise in visual sharing platforms today, including Pinterest, Instagram, Vine and more, it’s imperative that brands have a plan for creating compelling visual images. Some brands have in-house graphic designers or can afford to hire one, which partially solves […]

Mobile Is Not a Strategy, It’s a Necessity

  Today’s world is growing ever more mobile. It seems that everyone, from the youngest grade schooler to the happy retiree, has at least some sort of mobile device, and it’s more and more likely that device is a smartphone. These devices aren’t used for just entertainment anymore. Today’s users rely on them for everything […]

What’s So Special About Twitter?

  We all know that Twitter is a household name when it comes to social media, but just why is it so special? What makes this social media platform the success it is? I’m a huge, and therefore hugely biased, user and supporter of Twitter, and there are over 200 million other active users. These […]

Who Owns the Blogger Relationship?

I’ve been asked this question a few times recently: In an agency, when one does blogger outreach or creates blogger programs, who owns the blogger relationship? The person establishing the relationship, the agency, or the client/brand? For me, I feel the right answer is the person establishing the relationship – and in the case of […]

Dead Social Networks: Lessons For All Marketers

Some social networks thrive and grow far beyond expectations while others start off with a big bang but go out with a whimper. Why? What is the difference between successful networks like Facebook and Twitter and those we’ve left behind, such as MySpace, Friendster and Second Life? Heed these 5 possible reasons some social networks […]

Twitter for Writers

I recently presented “Twitter for Writers” at the Business of Pet Writing Conference and at the ASJA 41st Annual Writers Conference. Twitter is one of my favorite social media topics to present on; as a longtime user (I joined with my first, now dormant, account in early 2007) I’ve found it consistently the most valuable tool in […]

Media Kits for Bloggers

Last night I was a guest of the Philly Social Media Moms, presenting to a great group of bloggers on how to create media kits. Jo-Lynne Shane hosted and my friend Cecily Kellogg helped answer questions and get everyone get into the trenches creating their own media kits right there at the workshop. Here’s the […]

Guidelines for Twitter Bios

Your Twitter bio is one of the most important pieces of content you will write on Twitter.  People will use it in search, to find people that match their interests. They will use it to decide whether to follow you back when you follow them.  You only have 160 characters, so it’s important to make […]

Basic Success Measures in Social Media

  In a perfect world, before you can measure how well you’re doing, you need to know what you’ve set out to accomplish. But in reality, when you get started in social media, your objectives may be rather general. It will take time to refine and define your goals.  So let’s take a look at […]

How To Write A Powerful Twitter Bio

Your Twitter bio is one of the most important pieces of content you will write on Twitter so you’ll want to write a powerful Twitter bio to make the most of this small space in social. People will use it in search, to find people that match their interests. They will use it to decide […]

We’re All Search Marketers Now

As social media grows and matures, it seems pretty clear that there are a few aspects of this integrated discipline that are becoming increasingly important, yet are undeveloped skills in most social media practitioners.  One such aspect is search marketing. Just a few short years ago search engine optimization (SEO) was a highly specialized discipline, […]

How To Schedule Your Tweets For Maximum Exposure

Sharing links with your Twitter followers is a great way to share industry-related information, keep your followers up-to-date and, and keep them entertained.  To do this, though, you need to be tweeting these links when most of your followers are online and likely to see them.  Given time zone changes and the differences in individual […]

What Is A “Call To Action?”

You may have heard the term “call to action” and perhaps you even know how it applies to an advertisement or TV show. When you are watching a television ad and they say, “order now!,” that is a call to action. In social media, most of your writing will probably not end with “order now.” […]

Use Social Media At Your Next Conference

I recently returned from the BlogHer Conference in San Diego, the largest gathering of women in blogging – at 3,200+ strong, we’re quite the amazing group. With BlogHer, Evo Conference and Mom 2.0 Summit all happening within 1-2 months of each other, I’ve been relying on a bunch of new (and older) tools and platforms […]

Social Media Safety for Teens

With back-to-school around the corner, now is a great time to talk to your kids about social media safety and smarts. Last summer I was fortunate to be able to present a series of seminars to a bunch of tweens and teens at an upstate New York summer camp. I think the most important concept […]

Dirty Twitter Stream? Clean it Up with Lists!

If you’re following a significant number of people on Twitter, it’s likely your stream is pretty full. It’s fun to follow a lot of people, but with so many updates flying by, it can get difficult to focus on the conversation and people you care most about. You may even be tempted to start deleting […]

How to Close A Social Media Account

While it’s nice to think that we’d all finish what we start, sometimes it’s not that easy. You create a Facebook page for your brand because you’ve got a marketing coordinator with extra time, but poof – the headcount is cut. Or you convince your CEO to start Tweeting, and she loses interest after about […]

Fashion and Social Media

Is social media good for fashion? The answer is a resounding yes! The fashion industry has taken notice of social media’s ability to raise awareness, generate interest, and build loyalty; fashion’s movers and shakers have discovered that people prefer feeling engaged and connected right now to viewing even the most striking magazine photos weeks after […]

Organizing Your Staff for Social Media

Just where does social media belong in an organization? Is it a marketing or public relations tool? Is it owned by customer service? Is it in a category by itself?  And – is it even important to put social media in a category? The answer is yes and no. You can implement social media strategies […]

The Case for Social Media Agencies

Previously, I’ve written about how PR firms are missing some key skillsets that they need to win integrated social media business. The post generated a lot of great feedback, Tweets and Likes, and I think it’s because it really hit a nerve with a lot of agency folk – PR and otherwise. So here on my […]

Gamification and Marketing

Mention Farmville as a potential marketing tactic to most marketers or brand stewards and you’ll get greeted by an “ugh, really?”  I have yet to work with someone, colleague or client, who plays social games online, so very few of them are convinced that gaming is the way to reach consumers.  But increasingly, gaming is […]

Don’t Forget to Monitor Forums

When I speak with clients about the need to listen to social media to know what people are saying about brands, products and services, most of them understand the need to monitor the most prevalent social outlets: what people are discussing on blogs, on Twitter, and on Facebook.  I usually suggest that it’s also possible […]

Dads Are the New Moms

Are dads the new moms? All signs in social media point to yes. As I sat in the Dads and Social Media session at the Evo Conference last weekend I was struck by how unusual it was to be applauding four men on a panel (below, from left – Adam Cohen from DadaRocks.com, Greg from […]

Basics of the Social Media Editorial Calendar

As you may know, we’re huge fans of editorial calendars around here. We use them for all of our client work, plus our own internal content creation efforts and social media scheduling. Here’s a look at how we approach using a social media editorial calendar. Audience Before beginning to plan an editorial calendar, you need to […]