Who should own social media?

There’s a struggle going on in big companies around the world: what organization should own social media?  The social media pundits say “everyone should own social media.” But it’s not that simple. Here are some of my musings.  Thoughts?

When no one is in charge: land grabs and boom towns gone wrong

We’ve all been in towns and resorts that have been ruined because of land grabs, dominating developers and lack of good zoning rules.  These places are ugly mishmashes of over-development, feeling less like a community and more like a developer boomtown gone horribly wrong.

Six years ago a team led by Dr Walter Carl, now CEO of Chat Threads,   and I  researched the root causes of issues between real estate developers and local citizen, environmental, economic development and neighborhood groups. (“This Land Is My Land…But Could Be Our Land: Developing Influencer Relationships to Accelerate Development Success.”)

The report conclusion was that community groups distrusted and disliked developers because developers didn’t effectively listen to them, didn’t engage with the intent to educate and build understanding, and didn’t accommodate their interests in what was eventually built. The developers said the right things to these groups, but they were largely disingenuous. In the end their developments served just one audience:  potential customers for their properties.

This community development metaphor is relevant to how many large companies are approaching social media.   Lack of zoning guidelines, an influential, dominant organization controlling the best “real estate” to reach prospects, and other less dominant groups having to fight the controllers to get beach access for their audiences. This is the mess that big enterprises are either sorting out – or working to avoid.

Real world community development metaphor:  who is best to be the town planner?

Humana, with one of the most innovative enterprise social media strategies, is using the community development metaphor — the Town Square –  to guide its company-wide social media strategy.

The centralized Humana social media group serves as the town planner, making sure every organization gets prime real estate, follows zoning guidelines, and understands community rules.  Yet the “town planners” also empower people and organizations to develop strategies within these guidelines that best meet the culture and needs of their specific audiences.

Every Humana organization that wants to be part of the “town” social media development can join Human’s social media “Chamber of Commerce,” which meets monthly and live Tweets meeting notes in the spirit of sharing, transparency and open collaboration.  Everyone at Humana who becomes part of the town – with real estate participation in varying social channels – is tasked to share what they’re learning at the Humana “town square,” a knowledge portal by any other name.

Serving multiple audiences through communications

Social media channels are communications channels, serving wide and diverse audiences, all of whom connect to a company in different ways for different reasons – to learn about services, get customer support help, find out where to get local service, talk to other employees in other parts of the world to get advice, recruit new talent, learn more about company activities to inform investment decisions, understand citizenship initiatives.

The list is long. the point is simple: social media serves multiple audiences.  The organization “owning” social media must know how to serve and communicate with multiple audiences.

This group must know how to make these audiences feel heard and communicate with them in a way that is above all genuine and provides value.  In this social world it is the value of the communications content to the audience that builds brand reputation and relationship equity – and feeds the social networks. Channels and networks are like phones: they’re only as valuable as the communications that takes place using the tool.  What is valuable? It’s different for different audiences, and a company needs to acknowledge this and change its content approach to serve today’s audiences.

“What people want from a corporation is content with which to sustain their social networks,” explains Grant McCracken, a research affiliate at C3 at MIT and author of Chief Culture Officer: How To Create a Living, Breathing Corporation. “Consumers will embrace our invention (content/communications) when those inventions provide value. They will embrace our investments when they can distribute them. They will embrace our inventions when they increase their social capital.”

Social media bombs: managing social like an advertising channel, serving just one audience

Many Fortune 500 social media efforts have gone splat because they used social channels like new push advertising channels, rather than using them as conversational channels to build understanding, relationships, trust, and ultimately brand preference.

These failed social media initiatives were like going to a party with a bore who talks only about his job, his children, his accomplishments.  It doesn’t take too long for people to tune him out, run the other way, and warn their friends away.

Staples, TJX, Wal-Mart, for example, launched and closed high-profile social communities that failed for this reason. The conversations were all about the companies and their products, providing little value to the audience.  When companies use social channels like marketing channels,  the programs often sputter, and sometimes even backfire.

A soft drink  brand ran a Facebook avatar promotion in Europe that was a big hit until it was a big miss because people felt spammed. “Oh, it’s another company using social media to advertise at us.” The brand, though trying to provide value through branded entertainment, failed to engage and provide value.

While these marketing-led campaigns were disappointing, the real failure was that these companies were not paying enough attention on how to communicate with multiple audiences in new social ways. It was all about “social advertising.”  Much of the social media control was in the hands of advertising and marcom organizations, which are accountable for just one audience: customers.

Emerging wisdom: social ownership not about politics, but three key competencies

While there is no best practice about what organization should own social media in a large enterprise, there is emerging wisdom that the best organization to own social media is an organization that understands how to:

  1. Communicate with multiple, diverse audiences, providing value in the communications.
  2. Act as town planners, developing the zoning and infrastructure that benefits every organization in the enterprise community;
  3. Practice servant leadership: serving the needs of organizations across the enterprise, focusing more on achieving their social vision and associated outcomes, and less on organizational recognition and status.

Thoughts?

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Leadership in a social environment

“The first step for leading in a social environment is admitting that you’re not a genius,” explained Jim Lavoie, CEO of Rite-Solutions in his talk, “The Five Social Competencies of Highly Effective Leaders” at the Conference Board Social Media MeetUp. “When you admit that you as CEO don’t have all the answers you can then begin to harvest and harness the intellectual bandwidth of your organization.

Having once been a command-and-control CEO, Lavoie has learned that there’s a different way to lead, focusing on meaningful, trusted relationships vs.the typical transactional approach where I pay you, you do the job.  The results: more innovative ideas, cost savings, retention of highly-skilled people, and a work environment that is, well, fun. People like coming to work and feel that they have a say and are relevant.

Using collaborative platforms in creative ways also helps to draw out the introverts. “If you don’t make innovation and collaboration and introvert sport, you’re leaving behind more than half of your intellectual bandwidth.  Introverts don’t respond to ‘why don’t you put a PowerPoint together to explain your idea.’  But they do want to provide input and advance ideas they believe in. It’s leadership’s role to find new ways to help people provide that input.”

(This New York Times article explains how Lavoie and his business partner Joe Marino  have done just that in his company.)

Lavoie says senior management has to play the first pieces of this new relationship puzzle, making people feel important and that they belong.  Here’s a summary graphic of Jim’s relationship-driven corporate culture puzzle.

Social leadership LavoieJPEG

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Social media expose: the passion problem

Supergirl

Social media is exposing a problem in business: many, many employees and customers don’t care much about the business; they’re not flocking to  join Facebook fan pages, participate in employee communities, add comments to blogs.

Take a look around and you’ll find the evidence everywhere.  After all the worries about what employees might post,  working for months with legal to get guidelines in place, and putting that corporate blog and Facebook page in place,  there’s a thunderous echo of nothingness.

The reason? Most people are just not that into their companies.  Sure, their companies may be good places to work, opportunities for professional advancement may be decent, and the company is probably a responsible corporate citizen.  But the passion is missing.

Social media is exposing a significant business problem: bland corporate cultures.  I would suggest that we should be spending far more time on the culture problem than on social media. Of course, the more you spend on the latter, the more vivid you’re likely to see the cultural issues.

In most corporations processes, rules, and values, e.g., integrity and  truthfulness, are clear and understood, but people don’t care about  the company with their head and their hearts.  (Do companies even use the word “love” or talk about feelings?)  The primary reason for this lack of passion is because companies’ purpose beyond making money is unclear.  There’s no meaningful cause or purpose that everyone in the company is together aspiring to achieve.

Pick your study or expert and you’ll see the quantifiable value of a strong corporate culture.

  • Financial growth/profitability: Companies with strong cultures returned 1,026 percent for investors over 10 years compared to a 122 percent for the S&P, according to the business school authors of  Firms of Endearment: How World-Class Companies Profit From Passion and Purpose.
  • Speeding change, adopting new strategies: “You must create a culture  that motivates people to execute the strategy — not to the letter but to the spirit. People’s minds and hearts must align with the new strategy so that at the level of the individual, people embrace it of their own accord and willingly go beyond compulsory execution to voluntary cooperation in carrying it out.” Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. (Notice the head and heart term again?)
  • Bringing humanity to work: “What we need is not an economy of hands or heads, but an economy of hearts. Evert employee should feel that he or she is contributing to something that will actually make  a genuine and positive difference in the lives of customers and colleagues. For too many employees, the return on emotional equity is close to zero. They have nothing to commit to other than the success of their own career. To succeed today a company must give its members a reason to bring all of their humanity to work.” Gary Hamel, Leading the Revolution.

We’ve heard so much about the potential of social media and enterprise 2.0 to bring  people together in new ways to brainstorm, collaborate, build deeper relationships, eliminate barriers, bring new ideas to market faster.

But if people don’t love your company, don’t expect to reap the big benefits of social media.

The good news, however, is that most companies have a bigger reason for being, a purpose more significant  than simply growing financially.  Someone just has to step up and lead the charge to uncover that purpose and focus the organization around it.

It could just be the most rewarding challenge of your career.

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A CEO's Twitter advice

smiley face JPEGMost companies tell employees what NOT to Tweet about, but Tony Hsieh, CEO of Zappos.com, suggests to employees that they Tweet about these three things:

  1. What will cause my followers to smile
  2. What will enrich people’s perspective
  3. What will inspire

Thanks to Hollie Delaney of Zappos.com, for sharing this yesterday during out social media session at The Conference Board conference on extending your brand to employees. Thanks too to the other super-smart and generous panelists — Marietta Cozzi of Prudential Financial, Kat Drum of Starbucks, and Kelle Thompson of Liberty Mutual.

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CEO's Twitter advice to employees

smiley face JPEGMost companies tell employees what NOT to Tweet about, but Tony Hsieh, CEO of Zappos.com, suggests to employees that they Tweet about these three things:

  1. What will cause my followers to smile
  2. What will enrich people’s perspective
  3. What will inspire

Thanks to Hollie Delaney of Zappos.com, for sharing this yesterday during out social media session at The Conference Board conference on extending your brand to employees. Thanks too to the other super-smart and generous panelists — Marietta Cozzi of Prudential Financial, Kat Drum of Starbucks, and Kelle Thompson of Liberty Mutual.

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What CEOs learn from military experience

Over the past two  weeks I have met  with some fascinating and brilliant executives who all started their careers in the military. “Is there something about military training that helps make great business leaders,” I asked. They all said “of course” and pointed to three things that they  learned in the military that helps today in running a business.

1.  Instilling the belief that the leader will support and help his people  no matter what. “I have your back,” is ingrained. It’s about believing in the organization’s vision and purpose,  not any one leader.

2. Believing that there is a place for everyone to succeed and helping people find where they can most successfully contribute. Human potential is ingrained.

3. Having a point of view that helps people see what really matters and demonstrates the leader’s expertise and intellect.

Here’s a video of one of the executives, a former Marine, with whom I had the pleasure to meet at BIF-5.

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Favorite quotes: BIF-5 Innovation Summit

Here are some of my favorite quotes from this weeks BIF-5 Colloaborative Innovation Summit:

“Most products today have no emotion. They just stare at you like a coyote with a blank stare.  Ever have a mammogram? That’s a coyote experience.” Bob Schwartz, General Manager of Global Design, GE Healthcare

“ If you’re in business you’re in politics. you’re trying to get your customers to vote for you every day.” Alan Webber, author, journalist

“When and were are you when you have good ideas? Find out, writ it down, and then structure you life to be in those productive environments…Cognition is about place.” Bill Buxton, Principal Researcher, Microsoft Research

“Products are the experience that they engender.” Bill Buxton

“Men die more from embarrassment than pathology.” Michael Samuelson, President and CEO, The Health & Wellness Institute, on how men typically deal with their health issues

“Were always speaking to every audience” Ethan Zuckerman, Founder, Global Voices, on social media communications

“Silicon Valley not the only place disruptive innovation can happen.” Jay Rogers, President, CEO & Co-Founder, Local Motors

“If we continue doing things the same way, we’ll continue getting the same results.”  Helmut Traitler, Vice President of Innovation Partnerships, Nestlé

“The next revolution will be materials meets IT.”  Neri Oxman, MaterialEcology.com

“At Hasbro disruption not just acceptable, it’s expected.” Gina Malone, Hasbro

“Let’s not ask people to make radical health behavior changes and instead tape into what they already like doing…healthcare is enabling people to do what they want to do.” Greg Matthews, Director of Consumer Innovation, Humana

“Falling off a cliff is a good thing. I highly recommend it…. Outputs matter, not the process or technology. Technology, like Twitter, is not delivering change in solving world conflicts.” Carne Ross, Founder and Director, Independent Diplomat

“Play is a way to understand and learn” Matt Geiger, Simulation Expert, Host, Spike TV’s Deadliest Warrior

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10 takeways from BIF-5, Collaborative Innovation Summit

ShannonBIF5JPEG

Every year some of the most brilliant minds from business, science, art, technology, education and government come to the Business Innovation Factory’s BIF Collaborative Innovation Summit in Providence, RI for two days to share their stories about innovation. It’s sort of like the TED conference, but more intimate and relaxed. But, like TED, it blows your head off with new ideas. There are no rules, best practices, methodologies, how-to presentations. Instead, each person takes away something meaningful to them.

Here are 10 patterns and my personal takeaways from the 39 diverse speakers:

1. A positive view:  people who make new things happen are positive people, yet grounded in realism and a splash of skepticism. They don’t just see the glass half full; they see a tank half full. Their wrinkles indicate that they laugh more than worry. They want their work to make a difference.
2. Anger fuels action: anger fuels people to do things. Carne Ross, the Independent Diplomat, quit the British Foreign Service due to his anger over how issues in Iraq and Kosovo were handled by official powers, like the British government and the United Nations. MOMA’s Paola Antonelli nailed an interview that led to her position at the Museum of Modern Art by angrily addressing an interviewer’s dismissive statement on design. “Anger can make you do interesting things. Beneficial good can come from positive anger,” she said. Jay Rogers, CEO of Local Motors, started an open source automotive company based partly on his anger with America’s dependence on foreign oil – and his tour of duty as an elite Marine sniper in the Middle East.
3. Focus on the outcome: these people see possibilities, focus on realizing the big outcomes, and don’t worry much about any “right” way to get to the outcomes. As Alan Webber, so-called world detective and co-founder of Fast Co., said, “ There are those who want to do something and those who want to be someone. My advice is to do something vs. be someone.”
4. Sacrifice: inventing, creating and accomplishing require heavy lifting and personal sacrifice. If you want to “do” meaningful things, you have to be ready sacrifice – whether that sacrifice is money, ego, security, parental approval, and alienation from peers. So many of the speakers have jumped off secure cliffs, not knowing where they’ll land, and, frankly, not caring about the landing because the figuring-it-out-while-falling is where so much new thinking and creative approaches happen.
5. Cut through the b.s.: People who make things happen cut through the b.s. and tell it straight up, no pussy footing around.  They don’t couch a problem in jargon or bureaucrat-speak. Roger Martin, dean of the Rotman Management School at University of Toronto:  Business schools today are turning out “jargon-spewing economic vandals.  Stephen Trachtenberg, retired president of George Washington University: “Universities are in more denial than any other institution in society today… How did we get so outer directed that we let magazines like US News & World Report tell us how to run our law schools?”
6. Let go: Creating innovative ways often requires letting go of assumptions and presumed wisdom, Greg Matthews, director of consumer innovation at Humana, decided to not focus on “wellness” and getting people to make behavior changes like every other health insurance company trying to reinvent themselves. Instead Humana is creating new services that tap into what people already like doing, like offering cities bike sharing programs, creating games for health, and developing social media health applications.  Echoing the need to let go and look at issues differently was Richard Saul Wurman’s advice that “embracing ignorance is the only way to embrace a new project.
7. Slow way down: This was a shocker. Jonah Lehrer, science writer and author of How We Decide, talked about neurobiological research that proves that the mind needs to be quiet and in a state of relaxation to produce insights.  If you’re too focused, your attention will drown out the quiet mind, the right hemisphere “insight machine.” Jonah explained that there are two characteristics of those “aha’ moments of insight.  They are mysterious; the subconscious throw up the idea out of nowhere. And we have a feeling of certainty when the “aha” happens, we just know it’s the answer we’ve been searching for.
8. Revere humility: I’ve spent too much time in Silicon Valley and VC conferences where hubris reigns. (Merriam-Webster defines hubris as “exaggerated pride or self-confidence.”)  The people at BIF-5 were so incredibly accomplished, doing big things for our world, but humility was a marked characteristic. This vulnerability is a way to stay open to possibilities and new insights. My guess is this vulnerability also attracts talent. followers, supporters, fans and customers.
9. Stay grounded on the right questions: Almost every speaker kept saying, “ So the question I kept asking myself.” Or,  “ the question that needs to be answered is…” Good questions trigger good ideas.

Alan Weber recommended that we all “ask the last question first,” defining business victory before setting out on creating and running the business. Knowing what victory is – whether for our careers or our businesses — helps guide decisions.

Nell Merlino, founder of Take Your Daughter To Work Day and CEO of Count Me In, a non-profit helping women entrepreneurs, asked, “why do half of women-owned businesses never grow beyond than $50,000 a year. The answer to that key question is helping her organization focus on how to help women grow their businesses. (The two greatest obstacles: women are afraid to hire people and they think that if they pay attention to the numbers, their dream will die.)
10. Make it fun:  Invention is serious fun.  Humana is designing games to help people manage health. NYU’s Natalie Jeremijenko is creating wacky, fun ways to get communities involved in solving environmental health issues, like being able to text fish in the East River. (I didn’t quite get it, either.)  Sarah Endline is making sweetriot candy because it’s fun and because it helps farmers in developing countries achieve economic independence. Bill Shannon, CEO of kidney dialysis company DaVita, a Fortune “Most Admired” company, appeared on stage dressed as one of the Three Musketeers. (His picture is above.) Part of his message is that companies need to create environments where people share, learn, personally succeed, and have fun. “The work we do is so hard that we need to create the most fun work atmosphere.”

The Business Innovation Factory will be posting the videos of all the speakers within the next couple of weeks. Check them out here. Then, put it on your calendar to come to Providence next October. You will be inspired.

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Two programs to get on your calendar

I know it’s still the lazy days of summer (if only), but wanted to let you know about two programs I’ll be doing with the Conference Board in New York this fall in case you want to get them on your calendar.

The first, on Friday, October 16, is an all-day, roll-up-your-sleeves workshop on social media where we’ll go deep into HOW-to’s. This won’t be a day of PowerPoint presentations about the value of social media, but small group and individual work sessions where you’ll learn the fundamentals by doing.  Plan to have fun, learn a lot, and maybe be exhausted by the end of the day. But in a good way.

Check out the agenda/program and let me know if there’s anything you’d like to see added.  (Note click on the “download the full agenda” at the bottom of the Web page for details. ) Lastly, when you register mention my name and I believe you’ll get a discount.

The program, “Extending Your Brand to Employees” is on December 1. To me, this is a hugely valuable conference because employees are the front line word of mouth advocates (or not) for organizations. Yet too few conferences address this important group and topic. The speakers are an impressive bunch from Google, McDonald’s, Zappos, Hilton Hotels, and Boston Coach.

I’ll be interviewing my friend Larry Moulter, CEO of Boston Coach about how he led his organization through a drastic downsizing due to the massive cutback in travel services like Boston Coach’s this year.   Larry’s approach to communications and leadership, particularly in tough times, is quite inspirational and full of lessons.  Again, check out the program and let me know if there are questions you’d like me to ask Larry.

Until then, enjoy summer.

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What I learned on my annual "do something scary" time out

Every year I take a class that scares the bejesus out of me. In doing so I always learn more than I thought possible and learn about things I didn’t think I was signing up for.

Last week I took a writing/performance class at Kripalu led by actor-performer Ann Randolph. There were 18 of we  “students,” all from so many backgrounds — librarian, Broadway musical actor, therapist, retired pediatrician, eco-travel planner, nurse, rehab counselor, choreographer, English teacher.  As always, I wondered the first Sunday night, “what’s a marketing chick like me doing here?”  Well, sure it was my passion for exploring some new writing voices. And finding ideas and courage to move along a wacky idea about a performance piece about finding the middle management escape hatch.

But what I learned about business from six days of intensive writing, improv, listening and sharing was this:

1. Creating environments of trust: the talent and stories that emerged from the class got richer, more adventures and more engaging as the week went on. The reason for this is that Ann created an environment of trust, where it felt safe to reveal and try out  ideas and characters and know that you — the person — would not be “judged.” Do we as managers spend enough time nurturing trust so that people do take risks? So that innovation can happen?

2. How to give good feedback: After each person read his or her piece Ann started the feedback, focusing on two things: what I liked…what I would like to see more of.  There was no commenting about the content in class. If you wanted to get into that you had to take it offline with the person during meals.  Commenting on the work, not the person helps improve the work because it’s not about the person. So basic, yes, but so forgotten during our day to day work.

3. The listening thing: I’ve written so much about listening as a marketing strategy, but boy did I “get” listening in a new way when we had to do improv exercises where you really need to be listening to the other person or persons in the situation in order to add the next bit.  In life and business I guess we’re too often thinking about what to say next as we listen.  The improv work made me appreciate that listening means turning off that little gabby creature in the head and tuning in with all of you — feeling what’s being said even more than hearing what’s being said. The feeling thing clues you in to what is really meant.

4. I dare you: how often does someone give you permission to think or write or act about something taboo? In business, maybe never. To me, being given permission to let it rip about taboo or politically incorrect topics — or something that really pisses me off — opened up so many ideas, and did so really quickly.  Blogging has helped many of us dip our toe into this, but I can now see so many constructive ways to build this into marketing planning and problem solving.

5. Seeing patterns emerge: the more you write, the more you see what you like, what interests you.  Patterns emerged from everyone’s writing over the six days, kind of gently slapping everyone in the face about the story they want to tell.  Same thing can happen in business. I’ve blogged about marketing now for six years and asked our college intern to scan through the blogs and summarize the patterns. Unbelievably fascinating, and a signal about where my business passion lies. And, as we all know, when we focus on that passion zone, really great work happens.

6. Play more. During a yoga dance class at lunch an instructor teaching the Cha-cha said “sometimes it’s easier to follow directions than play.”  I literally stopped dancing, and said to myself, “No Way.”  Being able to play with no or few rules, gives us permission to find new ideas. The rule thing shuts it all down.  It’s hard to put aside the “rules” and the “this-is-how-you-do-it”  that have been ingrained in us.  And if you’ve been successful, putting aside the “this-is-what-makes-success” is even harder.  How as managers can we temper the rules?

7.  Weird environments: The class was held at Kripalu, a yoga and spiritual retreat center in western Massachusetts. Lots of nuts and granola. No meat, no sugar, no alcohol, no wearing shoes in the meeting  rooms — and no conference tables or chairs.  Sit on the floor, people.  Wireless connectivity at night sometimes, but other times no access. No cell phones allowed in the main building. Being in such a different space frees you up and lets you leave your normal patterns and that leaving is where you find the new. (Though, Julie and I did do a secret wine run on Thurs. night, sneaking it in the back door, where we all had a glass in little plastic cups. The sneaking and acting like little kids was actually much more fun the wine itself.)

8. Feel the hands. Bill Moyers once asked Joseph Campbell, “Do you ever have a sense of being helped by hidden hands?” To which Campbell replied:

” All the time. It is miraculous. I even have a superstition that has grown on me as a result of invisible hands coming all the time — namely, that if you do follow your bliss you put yourself on a kind of track that has been there all the while, waiting for you, and the life that you ought to be living is the one you are living. When you can see that, you begin to meet people who are in your field of bliss, and they open doors to you. I say, follow your bliss and don’t be afraid, and doors will open where you didn’t know they were going to be.

During the week at “camp” my agent called to say that my book proposal — a radical departure from any business writing I’ve ever done — is seriously being considered my a major publisher. The proposal has been out for eight weeks without a bite. Then last week while at this amazing writers workshop the call comes.  Talk about invisible hands.

It’s back to busines now, but I feel so fresh. Fresh in the “new” sense — not fresh like a kid. And, funny enough, marketing looks a whole lot more interesting.

I recommend scary vacations.

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