Facebook Local App, Facebook Stories for Groups and Events, and Pinterest Pincodes

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore the new Facebook Local app with Mari Smith, Pinterest Pincodes with Alisa Meredith, Facebook

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Facebook Local App, Facebook Stories for Groups and Events, and Pinterest Pincodes

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore the new Facebook Local app with Mari Smith, Pinterest Pincodes with Alisa Meredith, Facebook

This post Facebook Local App, Facebook Stories for Groups and Events, and Pinterest Pincodes first appeared on .
– Your Guide to the Social Media Jungle

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How Google AdWords (PPC) Does and Doesn’t Affect Organic Results – Whiteboard Friday

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It’s common industry knowledge that PPC can have an effect on our organic results. But what effect is that, exactly, and how does it work? In today’s Whiteboard Friday, Rand covers the ways paid ads influence organic results — and one very important way it doesn’t.

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How Google AdWords does and doesn't affect Organic Results

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about AdWords and how PPC, paid search results can potentially impact organic results.
Now let’s be really clear. As a rule…

Paid DOES NOT DIRECTLY affect organic rankings

So many of you have probably seen the conspiracy theories out there of, “Oh, we started spending a lot on Goolge AdWords, and then our organic results went up.” Or, “Hey, we’re spending a lot with Google, but our competitor is spending even more. That must be why they’re ranking better in the organic results.” None of that is true. So there’s a bunch of protections in place. They have a real wall at Google between the paid side and the organic side. The organic folks, the engineers, the product managers, the program managers, all of the people who work on those organic ranking results on the Search Quality team, they absolutely will not let paid directly impact how they rank or whether they rank a site or page in the organic results.

However:But there are a lot of indirect things that Google doesn’t control entirely that cause paid and organic to have an intersection, and that’s what I want to talk about today and make clear.

A. Searchers who see an ad may be more likely to click and organic listing.

Searchers who see an ad — and we’ve seen studies on this, including a notable one from Google years ago — may be more likely to click on an organic listing, or they may be more likely if they see a high ranking organic listing for the same ad to click that ad. For example, let’s say I’m running Seattle Whale Tours, and I search for whale watching while I’m in town. I see an ad for Seattle Whale Tours, and then I see an organic result. It could be the case, let’s say that my normal click-through rate, if there was only the ad, was one, and my normal click-through rate if I only saw the organic listing was one. Let’s imagine this equation: 1 plus 1 is actually going to equal something like 2.2. It’s going to be a little bit higher, because seeing these two together biases you, biases searchers to generally be more likely to click these than they otherwise would independent of one another. This is why many people will bid on their brand ads.

Now, you might say, “Gosh, that’s a really expensive way to go for 0.2 or even lower in some cases.” I agree with you. I don’t always endorse, and I know many SEOs and paid search folks who don’t always endorse bidding on branded terms, but it can work.

B. Searchers who’ve been previously exposed to a site/brand via ads may be more likely to click>engage>convert.

Searchers who have been previously exposed to a particular brand through paid search may be more likely in the future to click and engage on the organic content. Remember, a higher click-through rate, a higher engagement rate can lead to a higher ranking. So if you see that many people have searched in the past, they’ve clicked on a paid ad, and then later in the organic results they see that same brand ranking, they might be more likely and more inclined to click it, more inclined to engage with it, more inclined actually to convert on that page, to click that Buy button generally because the brand association is stronger. If it’s the first time you’ve ever heard of a new brand, a new company, a new website, you are less likely to click, less likely to engage, less likely to buy, which is why some paid exposure prior to organic exposure can be good, even for the organic exposure.

C. Paid results do strongly impact organic click-through rate, especially in certain queries.

Across the board, what we’ve seen is that paid searches on average, in all of Google, gets between 2% and 3% of all clicks, of all searches result in a paid click. Organic, it’s something between about 47% and 57% of all searches result in an organic click. But remember there are many searches where there are no paid clicks, and there are many searches where paid gets a ton of traffic. If you haven’t seen it yet, there was a blog post from Moz last week, from the folks at Wayfair, and they talked about how incredibly their SERP click-through rates have changed because of the appearance of ads.

So, for example, I search for dining room table lighting, and you can see on your mobile or on desktop how Google has these rich image ads, and you can sort of select different ones. I want to see all lighting. I want to see black lighting. I want to see chrome lighting. Then there are ads below that, the normal paid text ads, and then way, way down here, there are the organic results.

So this is probably taking up between 25% and 50% of all the clicks to this page are going to the paid search results, biasing the click-through rate massively, which means if you bid in certain cases, you may find that you will actually change the click-through rate curve for the entire SERP and change that click-through rate opportunity for the keyword.

D. Paid ad clicks may lead to increased links, mentions, coverage, sharing, etc. that can boost organic rankings.

So paid ad clicks may lead to other things. If someone clicks on a paid ad, they might get to that site, and then they might decide to link to it, to mention that brand somewhere else, to provide media coverage or social media coverage, to do sharing of some kind. All of those things can — some of them directly, some of them indirectly — boost rankings. So it is often the case that when you grow the engagement, the traffic of a website overall, especially if that website is providing a compelling experience that someone might want to write about, share, cover, or amplify in some way, that can boost the rankings, and we do see this sometimes, especially for queries that have a strong overlap in terms of their content, value, and usefulness, and they’re not just purely commercial in intent.

E. Bidding on search queries can affect the boarder market around those searches by shifting searcher demand, incentivizing (or de-incentivizing) content creation, etc.

Last one, and this is a little subtler and more difficult to understand, but basically by bidding on paid search results, you sort of change the market. You affect the market for how people think about content creation there, for how they think about monetization, for how they think about the value of those queries.

A few years ago, there was no one bidding on and no one interested in the market around insurance discounts as they relate to fitness levels. Then a bunch of companies, insurance companies and fitness tracking companies and all these other folks started getting into this world, and then they started bidding on it, and they created sort of a value chain and a monetization method. Then you saw more competition. You saw more brands entering this space. You saw more affiliates entering. So the organic SERPs themselves became more competitive with the entry of paid, and this happens very often in markets that were under or unmonetized and then become more monetized through paid advertising, through products, through offerings.

So be careful. Sometimes when you start bidding in a space that previously no one was bidding in, no was buying paid ads in, you can invite a lot of new and interesting competition into the search results that can change the whole dynamic of how the search query space works in your sector.

All right, everyone, hope you’ve enjoyed this edition of Whiteboard Friday. I look forward to your thoughts in the comments, and we’ll see you again next week for another edition. Take care.

Video transcription by Speechpad.com

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Recommended Marketing Podcasts: Week of November 13

Recommended Marketing Podcasts Week of November 13

Podcasts are a great way to educate yourself. Whether you’re on the train, in the car, at your desk, or anywhere in between, this medium is an incredible vehicle for supplementing your industry knowledge. Every week, I’ll be sharing with you some of the best marketing podcast episodes you can find, spanning the entirety of the marketing landscape.

Whether you’re new to podcasts or you’re a seasoned listener, I know you’ll find value in each weekly round-up. Let’s get listening, shall we?

Marketing SmartsMarketing Smarts: Why Your Next Hire Should Be a Cognitive Developer – IBM’s Bob Lord

MarketingProfs is known for aggregating some of the best marketing data and practices around and presenting it in very convenient packages. The Marketing Smarts podcast, hosted by Kerry O’Shea Gorgone—a lawyer by trade who’s been in the social game for a decade plus—is no different, delivering actionable insights for marketers of all levels every week.

Takeaways: The convergence of marketing and data science probably isn’t anything new for most of us; add in learned behaviors like the ones found in AI, and we’re newbies all over again.

Bob Lord, IBM’s first Chief Digital Officer, implores marketers to become more proficient in data science and development. Lord says, “[t]he core skillsets of the marketer have to go beyond pure marketing skills [to] really possess some data science skills in order to be effective in the future landscape.” If we want to use AI for all it’s worth, we’ll need to have a greater understanding of just how much these machines can do and what we, as humans, can achieve using them. It’s an eye-opening conversation.

Learned behaviors like the ones found in AI have marketers feeling like newbies all over again.
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UnpodcastThe UnPodcast #197: The Maturity Show

Oh, The UnPodcast—such a brilliantly irreverent and absolutely essential marketing podcast. Hosted by husband and wife duo Alison and Scott Stratten, every episode is dripping with sarcasm, insight, and things you should never do at home (like being rude to your customers—it’s amazing how many companies still don’t know how to respond to negative criticisms).

Takeaways: In this particular episode, the Strattens discuss Instagram’s exploding user growth, how easy it is for small businesses to advertise on the platform, and their favorite accounts to follow. They also talk about the FTC’s crackdown on Instagram influencers and the need for further disclosure beyond using #ad.

Since this continues to be such a prevalent problem on the platform, the hosts openly question what needs to change around Instagram sponsorship disclosures. They don’t seem to have any final answer here, but it seemed to me that Alison and Scott wouldn’t mind seeing more attention being paid to this issue from both the FTC and Facebook, Instagram’s parent company.

Bonus Instagram conversation: A supermodel posted a photo of herself—taken by a professional photographer—on her own account and is now being sued by the photographer. Excellent conversation about the ethics, legality, and value of copyright when your likeness is in an image.

Invisible Office HoursInvisible Office Hours, Season 6 Episode 4: Project Juggling

Regardless of whether you work for yourself or you’re in a large company, possessing the skill to juggle multiple projects at once is very valuable. Serial entrepreneurs Jason Zook, a man who actually sold his last name twice, and Paul Jarvis, a guy who builds people better businesses (and is not Tony Stark’s AI Assistant), kick around the best ways to determine and work through their priorities and how you can apply it to your life.

Takeaways: Whenever you’re beginning to map out your priorities, it’s best to start with potential revenue and your product’s longevity and work your way backward. While neither Jason nor Paul judge their successes by money alone, they recognize that they need to have revenue coming in in order to continue doing what they love to do.

Towards the end of the episode, Jason shares how his wife keeps him focused on the things that are important to him, their family, and their business by using the phrase, “Good for them, not for me.” Anyone, of course, can apply this to many different scenarios in life and business. It serves as a good reminder for all of us. Doing things that are beneficial for others is wonderful, but if we aren’t focused on helping ourselves first, we’ll never be able to serve others like we want to.

That’s all for this edition! I’ll be back with a new batch next week. In the meantime, share any podcasts you think I should know about with me @jwsteiert on Twitter or in the comments below!

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How to Build a Social Media Quiz to Increase Engagement and Get More Leads

How to Build a Social Media Quiz to Increase Engagement and Get More Leads

You all know that using social media is a great way to market your company. Since you’re competing in the market for everyone’s attention, you need to engage with your customers or potential clients in a better way than others do. There are many ways you can go about this, but quizzes have proven to be a unique yet effective way to create attention and gather engagement your brand. Fortunately, a quiz creator can help you effectively implement on the social media quiz advice the follows.

Though they come across as being silly in a way, social media quizzes are a catchy and easier way to market your company. The right quiz content could potentially see your posts going viral, implying more leads being sent your way and a greater audience for you. To make the most out of social media quizzes, whether you build them from scratch or are using a quiz creator, we have some recommendations for you to maximize their potential.

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Necessary Endings: The Journey, Episode 6

The Journey, a Social Media Examiner production, is an episodic video documentary that shows you what really happens inside a growing business. //www.youtube.com/watch?v=xxsKtGuCgJI Watch The Journey: Episode 6 Episode 6 of The Journey follows Michael Stelzner, founder of Social Media Examiner, as he continues to pursue what many will see as an impossible goal: to

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Facebook Ad Custom Audiences: Retargeting Those Who Know You

Want to create Facebook custom audiences that move people into your sales process? Looking for tips on using new Facebook custom audience options? To explore ways to use custom audiences for Facebook and Instagram ads, I interview Amanda Bond. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from

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How to Make Your Website More Secure (So Google Doesn’t Punish You)

Posted by lkolowich

Thanks to the buzz around website hacking and personal data theft in recent years, most Internet users are aware that their sensitive information is at risk every time they surf the web.

And yet, although the personal data of their visitors and customers is at risk, many businesses still aren’t making website security a priority.

Enter Google.

The folks over at Google are known for paving the way for Internet behavior. Last month, they took a monumental step forward in helping protect people from getting their personal data hacked. The update they released to their popular Chrome browser now warns users if a website is not secure – right inside that user’s browser.

While this change is meant to help protect users’ personal data, it’s also a big kick in the pants for businesses to get moving on making their websites more secure.

Google’s Chrome update: What you need to know

On October 17, 2017, Google’s latest Chrome update (version 62) began flagging websites and webpages that contain a form but don’t have a basic security feature called SSL. SSL, which stands for “Secure Sockets Layer,” is the standard technology that ensures all the data that passes between a web server and a browser – passwords, credit card information, and other personal data – stays private and ensures protection against hackers.

In Chrome, sites lacking SSL are now marked with the warning “Not Secure” in eye-catching red, right inside the URL bar:

imdb-not-secure.gif

Google started doing this back in January 2017 for pages that asked for sensitive information, like credit cards. The update released in October expands the warning to all websites that have a form, even if it’s just one field that asks for something like an email address.

What’s the impact on businesses?

Because Chrome has 47% of market share, this change is likely noticed by millions of people using Chrome. And get this: 82% of respondents to a recent consumer survey said they would leave a site that is not secure, according to HubSpot Research.

In other words, if your business’ website isn’t secured with SSL, then more than 8 out of 10 Chrome users said they would leave your website.

Ouch.

What’s more, Google has publically stated that SSL is now a ranking signal in Google’s search algorithm. This means that a website with SSL enabled may outrank another site without SSL.

That’s exactly why anyone who owns or operates a website should start taking the steps to secure their website with an SSL certificate, in addition to a few other security measures. Businesses that don’t take care to protect visitors’ information might see significant issues, garner unwanted attention, and dilute customer trust.

“In my opinion, I think security is undervalued by a lot of marketers,” says Jeffrey Vocell, my colleague at HubSpot and go-to website guru. “Almost daily, we hear news about a new hacking incident or about personal data that has been compromised. The saying ‘there’s no such thing as bad press’ clearly isn’t true here; or, at the very least, the marketer that believes it has never had to live with the fallout of a data breach.”

With Google’s Chrome update, those visitors will see a warning right inside their browsers – even before they’ve entered any information. This means businesses face the potential of losing website visitors’ trust, regardless of whether a cybersecurity incident has actually occurred.

If you’re ready to join the movement toward a more secure web, the first step is to see whether your website currently has an SSL certificate.

Do you know whether your site has SSL?

There are a few ways to tell whether your website (or any website) has SSL.

If you don’t use Google Chrome:

All you have to do is look at a website’s URL once you’ve entered it into the URL bar. Does it contain “https://” with that added “s,” or does it contain “http://” without an “s”? Websites that have SSL contain that extra “s.” You can also enter any URL into this SSL Checker from HubSpot and it’ll tell you whether it’s secure without having to actually visit that site.

If you do have Chrome:

It’s easy to see whether a website is secured with an SSL certificate, thanks to the recent update. After entering a URL into the URL bar, you’ll see the red “Not Secure” warning next to websites that aren’t certified with SSL:

star-wars-not-secure.png

For websites that are certified with SSL, you’ll see “Secure” in green, alongside a padlock icon:

facebook-secure.png

You can click on the padlock to read more about the website and the company that provided the SSL certificate.

Using one of the methods above, go ahead and check to see if your business’ website is secure.

Yes, it does have SSL! Woohoo!

Your site visitors already feel better about browsing and entering sensitive information into your website. You’re not quite done, though – there’s still more you can do to make your website even more secure. We’ll get to that in a second.

Shoot, it doesn’t have SSL yet.

You’re not alone – even a few well-known sites, like IMDB and StarWars.com, weren’t ready for Google’s update. But it’s time to knock on your webmasters’ doors and have them follow the steps outlined below.

How to make your website more secure

Ready to protect your visitors from data theft and get rid of that big, red warning signal staring every Chrome user in the face in the process? Below, you’ll find instructions and resources to help you secure your website and reduce the chances of getting hacked.

Securing your site with SSL

The first step is to determine which type of certificate you need – and how many. You might need different SSL certificates if you host content on multiple platforms, such as separate domains or subdomains.

As for cost, an SSL certificate will cost you anywhere from nothing (Let’s Encrypt offers free SSL certificates) to a few hundred dollars per month. It usually averages around $50 per month per domain. Some CMS providers (like HubSpot) have SSL included, so check with them before making any moves.

(Read this post for more detailed instructions and considerations for SSL.)

Securing your site with additional measures

Even if you already have SSL, there are four other things you can do to make your website significantly more secure, according to Vocell.

1) Update any plugins or extensions/apps you use on your site.

Hackers look for security vulnerabilities in old versions of plugins, so it’s better to take on the challenges of keeping your plugins updated than make yourself an easy target.

2) Use a CDN (Content Delivery Network).

One trick hackers use to take down websites is through a DDoS attack. A DDoS attack is when a hacker floods your server with traffic until it stops responding altogether, at which point the hacker can gain access to sensitive data stored in your CMS. A CDN will detect traffic increases and scale up to handle it, preventing a DDoS attack from debilitating your site.

3) Make sure your CDN has data centers in multiple locations.

That way, if something goes awry with one server, your website won’t stop working all of a sudden, leaving it vulnerable to attack.

4) Use a password manager.

One simple way of protecting against cyberattacks is by using a password manager – or, at the very least, using a secure password. A secure password contains upper and lowercase letters, special characters, and numbers.

Suffering a hack is a frustrating experience for users and businesses alike. I hope this article inspires you to double down on your website security. With SSL and the other security measures outlined in this post, you’ll help protect your visitors and your business, and make visitors feel safe browsing and entering information on your site.

Does your website have SSL enabled? What tips do you have for making your website more secure? Tell us about your experiences and ideas in the comments.

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YouTube for Business: The Ultimate YouTube Marketing Guide

If you’re new to YouTube business options or want to add something new to your current YouTube marketing plan, this page is for you. Here, you’ll find articles and resources to help beginner, intermediate, and advanced marketers use YouTube channels, video, ads, analysis, and more for business. Optimize My Channel and Videos on YouTube How

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When Breaking Social Media Rules Leads to Better Engagement

When Breaking Social Media Rules Leads to Better Engagement

It’s that time of year: when we’re tricked into longing for the dark, cold, grey reality that is winter. Seasonal ads inspire nostalgic glee through the promise of cozy moments in which we enjoy sweet, milky, caffeinated concoctions while wearing heavy knit caps and sporty puffer jackets, surrounded by all that glitters and smells of cinnamon. Meanwhile, the leaves are so beautiful and colorful they almost make you forget that everything is dying.

IU Bloomington autumn leaves Instagram post

In other words, it’s an amazing time of year to be a brand who boasts any of the aforementioned attributes of the season. Brands, lean into the nostalgia-inspiring lies. After all, this gold and glittery season feels shorter and shorter every year, despite beginning earlier.

How shall one “lean in,” you ask? By breaking all the social media rules, of course.

Study after study will tell you to post once per day on Instagram. Sometimes, brands can post more, but generally, it’s best to keep the average at about 1.5 times a day. I strongly disagree (with data to back it up).

Breaking the Rules of Instagram: A Case Study

Once upon a time, about six months ago, I managed the campus accounts for Indiana University. If you’ve never visited IU, you might not understand the influence scenery can have on admission, retention, and donation rates. Let’s put it this way: The beauty of the campus is continually ranked as a top reason prospective students choose Bloomington.

Indiana University autumn leaves Instagram post

That said, the love of the campus is exceptionally seasonal. The golden leaves of fall? The blooming trees of spring? These blink-of-an-eye seasons are times in which all rules should be broken for the sake of engagement.

Last April, perhaps as a final hurrah, I broke such rules to the tune of 13 posts in three days. Engagement on those three days alone equaled two weeks’ worth of engagement during April the previous year. With over 41,000 likes and comments, we attracted five times the engagement of our closest competitor, Ohio State University (see chart below, provided by Rival IQ).

IU Bloomington Instagram engagement

We attracted 5X the engagement of our competitor by posting to Instagram 13 times in 3 days.
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What was I posting, you ask? The following pictures of flowers on campus.

IU Bloomington spring flowers Instagram post

Of course, you are thinking, “Yeah, duh, Christina. If you’re going to post 13 times in three days, you’re going to see more engagements.”

Not to brag, but, on average, we saw over 30 percent more engagement on each post than the competition. In other words, not only were we posting more often, but we were receiving more engagement on each of those posts than the competition as well.

IU Bloomington Instagram engagement 2

You might be thinking that this sounds like the worst content creation issue in history. What did I do all day? Just take pictures of campus? Absolutely not! During these beautiful seasons, when the campus has no bad angles, we would receive tens of tagged photos every day. Consequently, more than 90 percent of our brand account’s shared photos were user-generated content—content that gives your brand human appeal and extra engagement.

Two weeks prior, I used the same strategy of pulling and posting user-generated photos of rainbows.

IU Bloomington rainbows Instagram posts

The engagement was astounding: The five photos posted over two days received over 25,000 engagements at over 5,000 likes and comments per post, beating our average post engagement rate by more than 40 percent.

Yes, it’s all good and fun to have tons of engagement. Still, everyone should continue to question, “What does this engagement mean?” Judging by the comments from Instagrammers (like those below), high engagement, in this regard, betters recruitment and retention. Here are a few recruitment-related comments:

ted__hy@kieraaaaaaaa_ Don’t forget to bring me to your campus

kieraaaaaaaa_@ted__hy One of the reasons why I’ve always wanted to take you to Bloomington

Cbootyking can’t wait to be on campus next school year

And a few retention-related comments:

emilia_mjdI LOVE MY UNIVERSITY

Mschreiber99 this is the most beautiful school in the world

Lambhazeleyed The flowers on campus are so gorgeous makes you want to skip class and just enjoy being out on campus @iubloomington

5 Tips for Breaking Social Media Rules the Smart Way

Say you want to do the same and join my troupe of happy rulebreakers. Good news: All are welcome! In fact, invite your friends. I offer up the following tips to help you break the rules as you never have before:

  1. Set a threshold. This threshold does not need to equal your average engagement rate per post, but instead be an estimate of how much engagement you expect within a time period. For example, I needed only 1,000 likes on a post in an hour to post again, even though 1,000 likes was well below our average. Remember that engagements will continue to roll in on past posts even if you do post again.
  2. Keep an eye on those engagement rates to catch opportunities to go into a posting frenzy. The longer you manage a brand, the better you know the power periods. When you see that engagement uptick through one such power period, make your move, and post away.
  3. Keep your other eye on your tagged photos. If you see your audience tagging you (location, hashtag or account tag) in ample photos surrounding a particular subject (such as golden trees), pull one of those user-generated photos and post on your brand’s account. If it resonates, consider yourself in an impromptu power period.
  4. The algorithm will deliver these posts to your audience out of order. Therefore, reiterating a point on all posts within a power period is not a bad idea. For example, I was sure to include a callout for students to tag IU in their flower photos each time I posted, up to six times a day.
  5. Finally, expect to make mistakes. If at first you sneak out, get lost on the way to the party, and ended up grounded, try, try again.

We jolly rulebreakers are here for good. We shall push the boundaries of social media management until death, whether our own or the platform’s (RIP Vine).

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