Do You Have a Social Media Strategy?

Social Media CrosswordDo you have a social media strategy and have you reviewed it lately?  In speaking with a number of people recently, I learned that many folks jump right in to the most popular sites or those their friends are in and just start participating without giving thought to what their activity can or will do for them.  Time spent on social media sites can be much more effective given a strategy prior to jumping in.

To begin, I think it is critically important to determine where your peeps hang out.   By way of example, a little bit of research may reveal that the folks in your niche don’t in fact spend any time on YouTube (HUH?) and any time spent on video development would be wasted effort.   As a great starting point, it is well worth researching the big 4 first; Facebook, Twitter, YouTube and LinkedIn by looking for groups, pages, searching for keywords and pertinent topics.

Conversations on these are very different on these sites as you may be aware.  LinkedIn is more ‘professionally’ driven and provides a terrific place to meet and connect with other professionals in  your space whereas Facebook is far more social, best known for connecting with friends and family.  You can think of these conversations as following along a spectrum; from the type of connection you may make at work (e.g. LinkedIn), to visiting with your next door neighbor or perhaps friends and family (Facebook) to the typical cocktail party chatter (Twitter).   Since the conversations between the sites vary, you can apply those differences to your strategy, using each to ultimately drive traffic back to your site or blog.

Before settling upon your final strategy however, it is equally important to investigate other large social and niche social sites.  An extensive list of the larger sites can be found on Ping.fm (also a great way to blast content out to multiple sites) and niche sites can be found by searching within Google for niche keywords + “social sites”.  You may just discover a large number of your target audience hangs out at these specialized sites.  I’m thinking in particular of sites like “Ravelry” for knitters or Etsy which is an online market for crafters.  You may discover that instead of using YouTube, your folks make extensive use of “Flickr” for photo sharing (this would make sense for photographers for example).  You may also discover large forums, tribes or Squidoo lenses where your peeps are hanging out and it would be a mistake to overlook these opportunities to connect.

Given a list of sites where you’d like most to connect, and knowing that social media participation can easily be a full time effort, consider prioritizing the list by potential so that you can focus on the most important sites first.   Next, decide what to do with each and how to interconnect them.  In other words, will you tweet about hot discounts, sales, or coupons while providing a link back to your Facebook page or your blog?   You could decide that you want to use Flicker for product photos and Twitter to provide customer support, feeding back and forth where or when appropriate.  If several sites are similar, you might also consider adding one at a time to your strategy until you have established a presence and have time to add another site. Whatever your strategy, having thought it through in advance will help you focus your efforts, and be much more efficient and effective in the long run.

I’m a firm believer in using a blog as the ‘hub’ for online activity.  Not only does Google love blogs but they allow for more detailed communication with your community than some of the other sites.  They can also provide a showcase for your products and for YOU as a brand however, since people like to get to know you before buying, it definitely pays to allow them to get to know you on other sites before inviting them to your blog.

In all cases, please remember that social sites are just that, social.   The majority of your communication should be social and not about selling.  Having said that, use social sites to share more about you, your family and interests, sites and/or articles of interest, jokes, quotes etc.  Only one in 8-10 communications should be selling to your followers.  Allow them in and give them a chance to know, like and trust you before trying to sell to them.  That is what socializing is all about.

I’d love to hear about your strategy.  What have you found to be a particularly effective social media strategy?

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62 Responses to “Do You Have a Social Media Strategy?”

  1. Angel Taylor Says:

    It is so easy to get caught up in the world of social media, which is why it’s really important to have a plan of action. Otherwise you could be simply wasting time.

    Also, great tip about venturing outside of the major sites because there are social networking sites everywhere. Ning sites are great sites to join as well and you can them in a ton of different niches.

    Great stuff Linnea and I look forward to coming back for more.

    ~Angel
    Angel Taylor recently posted..Article Spinning Made EasyMy Profile

    [Reply]

    Linnea Reply:

    Hi Angel,

    Thank you for adding Ning sites. You are absolutely spot on…a great place to look for tribes and groups.
    Thanks so much for stopping by and for your comment. I’m glad you enjoyed the post.

    [Reply]

  2. Deborah A. Ten Brink Says:

    Linnea, another well-thought out post! This is a reminder that I need to connect to a few more social sites. I have my favorites but I know my marketing efforts could be better served by checking out a few more that I have on my “To-Do” List! Again, great post, great blog!

    Continued best wishes for your success online,

    Deborah
    Deborah A. Ten Brink recently posted..Making Money Online First- Find the Passion in Your Life!My Profile

    [Reply]

    Linnea Reply:

    Hi Deborah,

    Thanks! Sorry to add to your to-do list …I’m sure it is already plenty long but it just might pay off very well for you if you can find the time. My best wishes to you as well. ~ Linnea

    [Reply]

  3. social bookmarking Says:

    Linnea, I love your post. All too often people just jump in without realizing why or how. I also agree to start with the big four, although I do not necessarily agree that you should examine whether your target group is on these 4 platforms. After all, they are so big now a days, that that is no longer a question. It is the same as asking someone if he/she uses Google for search.
    The question that needs answering before you jump in is “can I effectively communicate through this medium or not”. For example, Twitter is a real time medium. If your communication depends on that, than Twitter should be considered.
    Another issue I would like to raise is the fact that you mention family and friends several times. In my opinion these two groups should be strictly separated from your business activities, unless you talk to your family and friends as customers of your business.
    Last, but definitely not least, I am not so sure you should sell at all on social media platforms. I am a proponent of taking your prospects into your sales funnel (e.g. your blog or sales page) and offer your products to them there.
    What do you think?
    social bookmarking recently posted..Getting unlimited traffic to your website with video marketingMy Profile

    [Reply]

    Linnea Reply:

    Point well taken about the big 4 however, if you were to find that your community isn’t particularly active in one of them, you could at least lower it a bit on your priority list…as a thought. I agree that the communication itself (the messages) for family and friends should be kept separate however, the style of communication is about the same on some platforms (I’m thinking about Facebook for example).

    Thank you for pointing the need for a bit more clarity in my post. I think we are essentially saying the same thing about selling on social media platforms. I am a proponent of using a blog as a hub and sending folks back to the blog however, I do think of doing this as selling. Thanks for pointing out the confusion and thank you for your well thought out comment!

    [Reply]

  4. Yourinda Says:

    Do You Have a Social Media Strategy? | Linnea Kline http://bit.ly/aVFWdK

    This comment was originally posted on Twitter

    [Reply]

  5. kiaran Says:

    Hi Linea hugely relevant post with so many entering the social media game on a daily basis. I think its easy to just get carried away on a wave of spontaneity until fatigue kicks in and you disappear – we see it all the time – people tweeting-posting 10 times a day about their Biz-sport-trivia-and then suddenly nothing!

    I think its counter productive to over automate in the pursuit of ever crazy numbers of connections without taking the time to actually connect-comment-and interact. As you say each of the mentioned mediums have a different flavour- and yet so many advocate simply aggregating the same message to all networks

    Cheers Kiaran from mostly sunny Perth!
    kiaran recently posted..Whats The Big Deal About Personal BrandingMy Profile

    [Reply]

    Linnea Reply:

    Hi Kiaran.

    Love your name btw. I so agree with you on the ‘numbers thing’ and yes, you hit it right on, over automation is downright counter productive and yet done by so many. I recognize that some of it is necessary but yikes, so many people just take it too far!

    [Reply]

  6. Pat and Lorna Shanks Says:

    Linnea,

    Great post! We thought this was a very pertinent topic for us as well as anyone else who does business online. Since the social media sites are now a huge part of the marketing aspect of peoples’ businesses, it makes sense that we should have a strategy to best utilize them. Time spent where your customers aren’t is not a productive strategy.

    Thanks,
    ~ Pat and Lorna
    http://TheCoolestCouple.com
    Pat and Lorna Shanks recently posted..Your Message… An Attention Grabbing Headline… Or Standing the Test of TimeMy Profile

    [Reply]

    Linnea Reply:

    Hi Pat and Lorna,

    Fyi I found your comment along with a couple of others were caught up in my spam filter so apologize for the delay. Giving some thought up front to which sites and “what” for each will pay off in the long run. While it is easier to do before jumping in, it also pays to review your strategy from time to time …see if you are accomplishing what you wanted for each and choose whether or not to tweak your strategy. Best of luck with yours.

    ~ Linnea

    [Reply]

  7. Pat_Lorna Says:

    Do You Have a Social Media Strategy? http://ow.ly/2mDbH => Linnea Kline explains how developing and implementing this strategy is crucial

    This comment was originally posted on Twitter

    [Reply]

  8. Lorri Ratzlaff Says:

    Excellent blog post! It is indeed true that we can easily get sidetracked and distracted by all the activity in the world of social media marketing!

    I personally have a simple spreadsheet that I follow; “this” type of advertising on “this” site on “this” day. It’s pretty elementary, but it works for me!

    Thank you for bringing into focus though the importance – actually, critical nature – of having a plan of action!!

    I look forward to future posts!!

    [Reply]

    Linnea Reply:

    Hi Lorri,

    Great idea to use a simple spreadsheet to track your activity and keep you focused. I do use a simple spreadsheet to track some of my syndication activity but not the social media. I just may have to try that one myself. Thanks for the comment and tip.

    [Reply]

  9. Kimberly Wagner Says:

    I have been finding that the best site to connect with others in my area, English literature/education/teaching, is English Companion Ning; I have only been using it to socialize and haven’t yet used it directly to get people to my site. One thing I’ve noticed though is that people very infrequently use the friending option, but stick to discussing the topics relevant to them in whatever thread or group is developed that is of interest to them. Discovering what teachers are looking for that doesn’t currently exist is useful because I could take the opportunity to develop it and sell it. (I haven’t done this yet.)

    Twitter is also huge in education circles, and it is used to direct people to relevant sites, so it’s been perfectly acceptable for me to create a link to my site. Others are doing this as well, and if people are interested in the subject they will visit my site.

    Not familiar with ping.fm …so I’m going to check it out.
    Kimberly Wagner recently posted..Narrative to Teach Career EducationMy Profile

    [Reply]

    Linnea Reply:

    Hi Kim,

    Great to hear that you have found some very useful sites for your niche. It sure sounds as though you have found the sites where you can focus your energy to achieve the greatest results. I think you’ll find that this will pay off for you very well in time and streamline your efforts. Congrats and keep up the great work!

    [Reply]

  10. Beth Allen Says:

    I was just at a Facebook Marketing Strategy meetup yesterday, and this was discussed. While you can likely find people in your target market on all of these sites, there are hundreds of more niche specific sites out there where certain markets spend the majority of their time. Definitely important to do some research.

    My preference is Facebook and blogs, but I definitely use Twitter and LI to help drive traffic or make connections. To be honest, I didn’t really have a well-thought out strategy when I started, but luckily was following some people who were successfully doing what I was looking to do ~ and so it worked. So that’s a great tip for anyone.

    Thanks for sharing these insights, Linnea!
    Beth Allen recently posted..Lessons for Winning in Business &amp LifeMy Profile

    [Reply]

    Linnea Reply:

    Hi Beth,

    So great to see you again. We must have been thinking along the same lines. I definitely think it is worth researching and looking into specialized sites. As you point out, some groups spend more time on these sites than on the big 4. It’s great that you stumbled into a good strategy from the beginning and that you are willing to review it from time to time.

    [Reply]

  11. Eiji Morishita Says:

    Powerful question Linnea!

    The technique of begin with the end in mind is crucial to social media strategy.

    Most entrepreneurs get into social media without a strategy and mistake non-income generating activity for work.

    By following your strategy, people can get more done in less time.

    Thanks for writing this post!

    To Your Genius,

    Eiji “A.G.” Morishita
    Genius Squared Trainings
    Eiji Morishita recently posted..The Gift of SimplicityMy Profile

    [Reply]

    Linnea Reply:

    Hi Eiji,

    Welcome and you are welcome. I agree with your comment particularly about non-income activity. We have enough things driving us to distraction already that we certainly don’t need more. Thank you for stopping by and for commenting.

    [Reply]

  12. Melodie Kantner Says:

    Hi Linnea,

    This is so true. You need to have a plan, intent and consistent action.
    Melodie Kantner recently posted..EFT – Release Emotional Blocks To Network Marketing SuccessMy Profile

    [Reply]

    Linnea Reply:

    Hi Melodie,

    Thanks so much for stopping by.
    Hope to see you again soon.

    [Reply]

  13. Brenda Araham Says:

    Linnea, I am in agreement that you should make sure that you are hanging out where your target market is. I also think that time should be taken to develop relationships as people do business with people they know like and trust. Focusing on a few key sites as opposed to trying to join all will bring better results.

    [Reply]

    Linnea Reply:

    Thanks, Brenda.

    It appears we are on the same page when it comes to social media. Good luck with your plans!

    [Reply]

  14. soocee Says:

    Do You Have a Social Media Strategy? Have you given it any thought?? http://bit.ly/arZYZk #online #marketing #social #media #strategy

    This comment was originally posted on Twitter

    [Reply]

  15. Sue Collier Says:

    Hey Linnea,

    Loved this post! This is my first time on your blog and I will definitely be back. You have a lovely style of writing!

    I have to say I am guilty of jumping in without any sort of strategy but have realised lately that this is such a waste of time. I am in the process of organising my work on the social media sites in order to save time. Wish I had read your post before I started!!

    Thanks for sharing!

    Sue
    Sue Collier recently posted..Internet-Network Marketing Event Of The Year!!My Profile

    [Reply]

    Linnea Reply:

    Hi Sue,

    I’m so very glad you enjoy my blog and am happy to be of help. I too, have been taking a beat and reevaluating a few things but I think it is always good to do that now and again and make sure that daily activities support our goals. Good luck with your organizational efforts and hope to see you again soon.

    [Reply]

  16. TommyDiPietro Says:

    Do You Have a Social Media Strategy? http://elinkstudios.com/linneakline.com/social-media-strategy/

    This comment was originally posted on Twitter

    [Reply]

  17. Rick Salas Says:

    Hi Linnea, social media is so important to creating those like minded people that you can relate to. Learning as much as you can about social media is important to connecting with people. My best strategies are using Gavin Mountfords Social MLM Secrets course.
    Rick Salas recently posted..Tips On How To Joint Venture- A Joined Undertaking In AccomplishmentMy Profile

    [Reply]

    Linnea Reply:

    Hi Rick,
    Agreed and there is so much to learn with the sites changing so much all of the time. Thanks for sharing Gavin’s course. I’ll have to check that one out.

    [Reply]

  18. Deb Augur Says:

    Hi Linnea,

    I completely agree with what you wrote in your post. You have to go where your potential customers are or you’re wasting your time. In my case, I can’t really find many places that don’t work well for me! LOL.

    Also, your strategy for sales messages in your social networking is excellent. I do believe in offering products and services to my followers and friends in online social circles occasionally, but it’s as you say… 80-90% should be friendly and not salesy. Not offering anything for fear of being seen as solicitous is just that… fear. There’s nothing wrong with letting people know what you do and have to offer! We’re all entitled to make a living.

    I enjoyed your post and look forward to reading more in the future.

    Best Wishes.
    Deb Augur recently posted..Becoming a Super Affiliate Is Easier Than You ThinkMy Profile

    [Reply]

    Linnea Reply:

    Hi Deb,

    What a lucky gal to have so many places that work for you! That can be such a challenge for so many folks. Congrats on that.

    Unfortunately, there are still so many folks who are constantly blasting their message(s) that it can be really annoying. I’ve learned to completely tune them out and sure don’t want to be one of them. I’m glad we are on the same page here and I do agree that there is nothing wrong with letting people know what you do.

    Thank you so much for stopping by and commenting. I’m looking forward to your next visit.

    [Reply]

  19. mywebgal Says:

    Hi @lvkline, I’m on your site! http://elinkstudios.com/linneakline.com/social-media-strategy/ via TwitterRemote

    This comment was originally posted on Twitter

    [Reply]

  20. Debby Beachy Says:

    Great will thought out post on organizing social networks and creating a plan. I didn’t know there was a social site for knitters…Ha Ha I love to knit!

    I started to use a marketing wheel or a business plan wheel which has helped me map out my way to success!

    Debby Beachy db

    [Reply]

    Linnea Reply:

    Hi Debby,

    HA – great to meet a fellow knitter! Yes, indeed there is a site. You ought to check it out.
    I guess I”m not familiar with a marketing or business plan “wheel” but am curious so will go see what I can find out about them. Do you have one you can point me to?
    Thanks for your comment!

    [Reply]

  21. Debbie Stevens Says:

    Hi Linnea,

    I believe your topic is very important to the small business owner, which most of us online people are. As such, we have to wear so many different hats and it all takes time. It just makes sense to have a strategy for social media as well so that we make the most of the time we have to spend in this medium.

    Thanks for sharing such great information.
    Debbie Stevens recently posted..That Feeling of SuccessMy Profile

    [Reply]

    Linnea Reply:

    Hi Debbie,

    I quite agree. So many hats, so many things to do that I welcome any tools that assist with streamlining and focus. Time is just too precious to waste. Have a super week.

    [Reply]

  22. Maggie Lancy Says:

    Absolutely I agree!

    I say you need to pick and choose a couple of social sites, you can do justice to too many!

    And build a relationship first! I care about people and chat with them to see if there is a fit or if I can help them in any way.
    Thanks for sharing.

    [Reply]

    Linnea Reply:

    Hi, Maggie.

    You are indeed a gal after my own heart and yes, absolutely guild a relationship first.
    Good luck with our strategy. It sounds like you are on the right track!

    [Reply]

  23. Mike Pedersen Says:

    Linnea, this was one of the most impressive posts I’ve read pertaining to a social media plan. Well done! I like the relationship-building value of social media, and not so much quantity. It still amazes me to think we can meet and get to know people all over the world with sites like Facebook, LinkedIn, Twitter and many others. That blows my mind!

    Have a good one!

    Mike
    Mike Pedersen recently posted..The Secret To Success When Networking For RealtorsMy Profile

    [Reply]

    Linnea Reply:

    Hi Mike,

    I’m so glad you enjoyed the post and thanks for the kudos! It is pretty great that we get to talk with folks all around the world, isn’t it. Pretty awesome. Thanks for stopping by and have a good one yourself.

    [Reply]

  24. Robin van der Merwe Says:

    Linnea,
    I particularly liked what you said about “The majority of your communication should be social and not about selling. ” THAT is a key component in utilizing social media. So glad to see you share that here….sometimes it can be the part that is most often overlooked!

    To your continued success,
    Robin
    Robin van der Merwe recently posted..Security and Your Blog – Three Things You Can Do Right NowMy Profile

    [Reply]

    Linnea Reply:

    Hi Robin,
    Oh, I so agree with you. I continue to get spammed every day by folks who just sell, sell, sell all the time on social media. I do find it interesting that the tactic continues however. I for one, will stop following or block the nuisance.

    [Reply]

  25. Bethany Lamb Says:

    Hey, your post is very useful! I know that social media is an important part of having a successful website. I have to admit that it is my least favorite part.. I have never been good at knowing what to post on facebook, twitter etc.. now I have an idea of where to start. Thank you! I am bookmarking your page for future reference.
    Bethany
    Bethany Lamb recently posted..Canary Islands- SpainMy Profile

    [Reply]

    Linnea Reply:

    Hi Bethany,

    Thank you. If you are struggling with what to post, you might also check out my Avatar Content Ideas post. Once armed with your strategy and a good list of ideas, there’ll be no stopping you. Here’s to your success!

    [Reply]

  26. Lloyd Dobson Says:

    Hi Linnea,

    Thanks for sharing your article with some fantastic content. The Social Media is certainly a powerful tool by which we can communicate, build relationships and share ideas.

    I look forward to my return visit in the future.

    Go out and make it a great day!
    Lloyd Dobson :)
    Lloyd Dobson recently posted..With NetDivvy You Can Have 100 a Gallon Gas – Another NetDivvy BenefitMy Profile

    [Reply]

    Linnea Reply:

    Hi Lloyd,

    You are certainly most welcome. I do think that anyone (any business person) ignoring social media today is doing so at their own peril. It’s an absolutely vital element to any business plan. You go have a great day too!

    [Reply]

  27. Andy Nathan Says:

    Linnea,

    I completely agree with you that your blog is the hub of your social networking life. Without a blog it always felt like direction. It is possible, but an active blog opens up so many different possibilities.

    Andy

    [Reply]

    Linnea Reply:

    Hi Andy,

    Yep, I honestly can’t think of a more effective setup. Some corporations have been effective at incorporating some community activity with their static sites but for small business in particular, I can’t think of what you could do on a static site that you can’t do with a blog, so why not go with the added activity that Google loves so much! Thanks for your comment.

    [Reply]

  28. Ben Sides Says:

    Linnea,
    This is a message everyone needs to read. Social Media is no different from any work we do. You need to plan your work and work your plan.
    Ben
    Ben Sides recently posted..Direct Sales Tips – The Best Direct Sales CompaniesMy Profile

    [Reply]

    Linnea Reply:

    Hi Ben,

    Love that phrase but had forgotten it…yes, indeed you need to plan your work and work your plan.
    Thanks for your comment!

    [Reply]

  29. David Merrill Says:

    Great ideas, Linnea, for making Social Media operate as your front door.

    It does get complicated, though, with so many directions to head off in. That’s why I’ve personally made minimal use of most Social Media sites But if you know what you’re doing, as you do, then it’s a truly powerful mechanism.

    Thanks for shedding light on this for me, Linnea. You’ve given me much food for thought in this post.
    David Merrill recently posted..Can You Really Profit From Internet Marketing?My Profile

    [Reply]

    Linnea Reply:

    Hi David,

    You are welcome. It can seem a bit overwhelming when looking at the overall picture but if you just focus on one at a time (the best one for you of course) then you can chunk it down into a manageable beast. I do think that we tend to want to do everything from the get-go and get bogged down and too scattered. I do hope that you consider adding one of these strategies to your plan for testing and see how it works for you. Let us know.

    [Reply]

  30. Jaden Daniels Says:

    Just yesterday, I was spammed on Facebook. Someone sent me a friend request. I accepted and then sent me a link to their website. In the message said it was a free gift, but it was a business you could join for free…Anyway, I sent a message back saying, I can tell you are a beginner, because you are not using facebook to get to know me. I told her I was not trying to be mean, but you should get to know someone before you send a link.
    Your post is so right on the money. I thought about this as soon as I read it. Plus, I think Ping.fm is another great tool.
    Jaden
    Jaden Daniels recently posted..Magical Creation Box To Manifest Your DesiresMy Profile

    [Reply]

    Linnea Reply:

    Hey Jaden,

    Good on YOU! Sadly, there are still many folks who abuse the tools. It continues to puzzle me because it really doesn’t even make good business sense and yet they persist. I think that it must work on some level (the old “numbers” game) or they wouldn’t do it. It just takes so much more time and energy overall to be a spammer but I suppose they must think it a short cut of some sort when in reality it isn’t. Go figure. Kudos to you for not taking it.

    [Reply]

  31. Mandy Swift Says:

    Hi Linnea, … AHhh, my favourite topic – are you operating at the level of tactics or strategy! Loved the post, thanks, some really valuable additions. Thanks for the reminder about searching out the social sites in your niche to really get ‘face-to-face’ with your target audience.
    Great value pots, thanks :)
    Mandy Swift recently posted..Online Marketing Strategy vs Tactics: Three Steps To A Better “Website Marketing Strategy”My Profile

    [Reply]

    Linnea Reply:

    Hi Mandy,

    How great to see you back.
    It is good to get a reminder now and the, isn’t it?
    We get so caught up in the day-to-day at times, that it’s easy to forget to step back and look at the big picture.
    Enjoy exploring niche sites!

    [Reply]

  32. Dewane Mutunga Says:

    I think it’s important for everyone doing business online in any capacity to have a social media strategy. Everyone (including your customers) are online and you should be taking the necessary steps to engage them. Of course you will need to tweak your strategy depending on your niche because not all customers are the same.
    Dewane Mutunga recently posted..How To Create Offers That SellMy Profile

    [Reply]

    Linnea Reply:

    Hi Dewane,

    Agreed. Not all customers or niches are alike. That’s why it pays to do the research in advance, figure out your strategy and then connect with your customers where they are. Thanks for your comment.

    [Reply]

  33. Hans Schoff Says:

    Hey Linnea, great points about looking for your target market to make sure they’re on the social networks you’re on! There are so many social networks out there and each is definitely a separate character all on its own. Great tips.
    Hans Schoff recently posted..Earn a New 3-series BMW Just By Using An Internet MLM System?My Profile

    [Reply]

    Linnea Reply:

    Hi Hans,

    Great point! It won’t do you much good if your readers aren’t on the same site as you. There are so many great ones out there but I think that also emphasizes the need to implement one at a time. Trying to take on too many at once will simply add to a sense of overwhelm. Thanks for the kind words.

    [Reply]

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