What it means to be an Internet Writer...

Comic Cred: The Oatmeal

The comic above is humorous, but there's a lot of truth to it. In the last few weeks when trying to describe what it means to be a Social Media Manager to my peers-- mostly outside of academia--I get a lot of blank stares. They just don't seem to get it. They don't seem to understand its purpose. And this, as you can imagine, is baffling to me.

I mean, sure, I get paid to play around online all day... But I promise it's not in vain!

Thankfully, I came across this article last week which goes into detail on explaining content creation to non-content people. This is just a fraction of what I do overall, but I found it helpful.

They make it clear that we are NOT advertisers, but rather strategic marketers that create and share digital content, such as articles and videos, to inform, educate, or entertain you. Our end-all goal is for our audience to form positive associations after receiving valuable information and become brand ambassadors.  

I'm a bit of a minimalist and am constantly looking to make efficiencies in my life, so to find out about the one-liner approach made perfect sense. It makes the "What do you do?" conversation much more bearable. More importantly, it's easy for the other party to comprehend and remember so I can have fewer awkward conversations like the comic strip above. Phew!

What practices have you perfected in succinctly telling people what you do? Leave a comment below!

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Thankful for Synergy

In light of the holiday, I thought it appropriate to take the time to express how overwhelmingly thankful I am. Of course I am grateful for my family, friends, and health. But beyond that, I'm appreciative to have found a career AND a job that pushes me to the limits as a strategist, marketer, and creative. It's never a dull moment.

The craziest bit about it? It's only been a month - 42 days to be exact - and yet I've learned more about myself in these last 6 weeks than I have in the last 6 months. I'm never one to brag, but I just have to give thanks to my mind, body, and heart for working as hard as it does each and every
day.

I think the picture below sums it up best:

And let me tell ya, it is awesome when you can get paid for doing what you love and what you're good at - especially when the entity genuinely believes in changing the world for the better.

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Kim K. and the Photo that Melted One Thousand Phones

I swore I would be better than this. I swore I would not give in and write about Kim Kardashian. Ever.

But the stunt pulled yesterday forced me to give in and weigh an opinion on the matter.

One thing I will say is "kudos" to her PR team and Paper Magazine for 'breaking the internet' yet again, making her the most tweeted name in the last month.

Don't believe me? Here are the stats (according to Topsy):

• On Nov. 8, just an average day, Kim Kardashian was tweeted about 12,000 times;
• Two days later, it was reported that she had made $43 million on her app, and she received 20,000 Twitter mentions;
• And then world caught a glimpse of that infamous derriere, and she was tweeted about more than 200,000 times.

Paper Magazine editor, Kim Hastreiter, said the issue was a conceptual art piece slash commentary on virality, audience and the power of social media and the enormity of the superstars that own it.

I get it. It's supposed to be artsy, it's entire purpose was meant to cause a stir. But an entire spread of nude photos, really? Kim, you are one of the biggest household names (regardless of how that all came to be), already live under a microscope, and are constantly under scrutiny. Above all of that, you are a mother to a beautiful baby girl who will one day ask questions about your life choices.  Or worse, try to emulate them.

Does being a celebrity make you less of a role model? Are you that depraved of attention? Obviously, the aforementioned stats say otherwise, so I'm sorry...maybe it's the feminist in me. Or maybe I'm way too conservative. All artistic concepts aside, this is when the virality of the internet really makes me cringe. They speculate that in a week's time, her cover will have been seen by ONE BILLION people. It's already this uncontrollable behemoth, and yet the audience continues to feed the beast. 

But I digress... I guess nobody believes in leaving anything to the imagination anymore?

/rant

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Oh, how far we've come...

I'm an avid follower of Sean Gardner, author of The Road to Social Media Success, and I wanted to share an infographic that he tweeted this morning. It's pretty self explanatory about the way office tools and technology have changed in the last 60+ years. 

I touched on the importance of reflecting on our past in order to appreciate/anticipate the future, but I have to say - it's fascinating to see just how far we've come in the way we conduct business. To say that we are dependent on technology is an obvious understatement. 

Infographic from CloudTweaks.Com

The infographic speaks to our "I want it now" mentality, since there is very little (if any) waiting to be had with the internet constantly at our fingertips. It also makes me appreciate the fact that I can communicate with colleagues across the country without the cost of a flight. There are some of the tools from the past that I refuse to give up just for nostalgia's sake (handwritten, snail-mailed letters, anyone?).

Do you find that some office tools are harder to rid of than others? Tell me which ones and why below!

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Social Marketing to Generation Z

As a social marketing professional, I learn from past successes, work to be effective with current tools, and anticipate engaging with newer audiences.

An infographic was released today on Generation Z by Marketo, exploring their aspirations, preferences, online behaviors and how companies can reach them.

GenZers were raised during the 2000s, amidst the most profound changes in at least a century, and will represent more than a quarter of the U.S. population.

So what are some Key(s) to Success in Reaching a GenZer?

• Connectivity of social media: They're learning from YouTube videos, engaging with classmates online, and grew up in a world in which one could be in conversation with anyone anywhere any time.
• Be fast moving and discreet: They have an average of 8 seconds for an attention span, 5 screens competing for their attention, and a preference for incognito media platforms. (I had never heard of Whisper or Secret...but perhaps that's the point?) The takeaway: Use visuals rather than text!
• Educate and build expertise: They're entrepreneurial at heart, mature, self-directed, and resourceful. High intensity working relationships allow for human connection, and they're less likely to resist authority under teaching-style leadership. Feeding their curiosity is a MUST.

One thing is for sure - Gen Z is part of a generation that is global, social, visual and technological. They're sophisticated and influential beyond their years. It'll be interesting to see social marketing professionals shift strategies to communicate and market to them. It makes me look forward to the future, almost as much as they do.

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Google Authorship: What it was and Why it Failed

Back in 2011, Google's social network Google+ launched. In addition to the network, they initiated an "Authorship" feature, which seemed to tie to Google+ as a ranking signal assistant to social media influencers in Google search.

As of August, however, Google decided to end its Authorship program. 

What was it?
Authorship allowed content creators to connect their blog posts, articles, videos, and other content to their Google+ profiles. Google search results would then display said creators' profile photo next to  their content with a “rich snippet.” This verified the authors of posting original content and proving ownership their of it.

It was idyllic, in theory.

Why did Google Authorship Fail?

• Low Adoption Rates: Apparently, of the Top 50 Most Influential in Social Media, only 30% had set up an Authorship connection. A survey conducted later by Barry Schwartz found an even lower adoption rate of 9%. What's more, 17 of the 50 were already gaining traction from the the rich snippet author result without the use of Authorship. Although Google made a step forward in surfacing worthwhile content, not enough people knew about (or knew how to work) the Authorship program.

•  Low Value: John Mueller, of Google Webmaster Tools, stated that the presence of Authorship snippets (think the little blue check mark on a Twitter bio reflecting a "verified" account)  was making little difference in a user's click behavior on search result pages. 

My thoughts? 
A few reasons I think Authorship didn't bode well overall is because of the time needed to learn implementing something called "rel=author markup usage." Authors may have not found Authorship very important or influential, didn't want to create a Google+ profile or give *too* much information to Google. Maybe they simply didn't have knowledge of or experience with SEO (search engine optimization). Rather, they focus on consistency in use of keywords and phrases across their platforms and messages. Maybe that is the real moral of the story here.

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It's official... I'm a social media-er!

Pardon me for not even getting three weeks into my blogging before falling off the face of the earth this last week. I've been hit with the whirlwind called Life,visiting family in NYC and moving into a new place across town. Nevertheless, here I am with a quick post of good news!

I recently accepted a position with UF/IFAS Communications as their new Social Media Communications Manager! As such, I'll be their main communication specialist managing the main UF/IFAS social media presence and helping oversee the more than 300 UF/IFAS social media accounts across the state of Florida. Some of my responsibilities will include strategy, content, analytics and measurement, site approvals and training.

I am honored and humbled by the opportunity to apply my curriculum and new skill set to the position. In preparation, I've been reading up on all kinds of blogs to ease my anxieties (I know more than I'm willing to admit TBH!) I can't wait to learn the realities and practicalities of all things social media!

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Identifying Emotional Distress on Social Media

Maybe it was hearing news of the late Robin Williams' passing, or the countless photos I saw on my Instagram feed in honor of World Suicide Prevention Day last Wednesday, but the topic of emotional distress weighs heavily upon me. I have not personally experienced the loss of a loved one by suicide, but I have witnessed the pain and debilitating effects of such a loss. And as a social media user and marketer I feel a social responsibility in doing all that I can to identify emotional distress on social networks.

The Social Media Monthly posted an article today about Facebook and Instagram's significant roll-out aimed to help users recognize signs that a friend may be in need of help and how to connect them with available resources and assistance. So many times we (myself included) scroll upon troubling posts online and think nothing of them or that these individuals are being "melodramatic." But this is a perfect opportunity to recognize when potentially life saving action could and SHOULD be taken.

I appreciate and wholeheartedly support these networks' efforts to raise awareness and educate their users about mental health, and preventing suicide not only among college and university students, but any at-risk individual. The more resources made available to help family and friends identify when someone is distressed and determine the appropriate course of action could mean saving a life. No one is exempt, and I'd do anything to help someone I love.

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Colors Connect with Consumers

Without thinking twice you can tell me what color is used for the Target logo or McDonald's infamous arches. These are just two examples of companies/brands that strategically use color to appeal to customers.

Colors influence how consumers view the "personality" of a brand. According to a study called Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products can be based on color alone. Take a look at the Emotion Guide to the right  and the overall feeling associated with each color.

The psychology behind colors in branding is based on things like color coordination, stark visual contrasts, and on color preferences by gender. My favorite example for this is the ruggedness associated with the Harley-Davidson brand. It obviously wouldn't attract the same audience if the logo had pink and glittery! There's a reason for that - men prefer bight colors and for Harley-Davidson, men make up a larger percentage of their ideal buyers.

I especially enjoyed Marketo's True Colors Infographic as it detailed consumer reactions to different colors and for which industry those colors were most popular. There isn't an easy, clear-cut set of guidelines for choosing your brand's colors, but the colors used in your logo, website landing pages, and product are definitely worth your consideration.

Can you think of another brand or product where color helped it achieve its biggest impact? Leave a comment below!

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Hootsuite takes control of your social business

So, it's been a while since I've posted...sorry about that! I took a hiatus once classes ended, enjoyed sleeping in and playing with my pup, Tobias. But now that fall is here (Happy belated Labor Day, btw!) I'm getting back into the swing of things.

I thought you should know that I'm not taking classes this semester either, but it won't stop me from posting diligently at least once a week. *Fingers crossed*

These last few weeks, I've been getting calls, emails, and presenting at work about different facets of social media and various platforms. And I'll admit, it's been a great experience applying my newly acquired knowledge IRL and providing my (albeit, limited) two-cents on content curation and engagement.

I recently just finished a webinar on Hootsuite, and thought this would be a great opportunity to talk about a few highlights that I've gathered on the online social media management tool.

Its original form dates back to 2008, when it was known as BrightKit, a dashboard for all things Twitter-related. It was renamed in 2009 and quickly expanded with new features, including the integration of other social networking sites like Facebook, LinkedIn, etc. I found it especially important because of the following three features:

1. Listening - Only using Hootsuite to get the word out to followers? Sorry, but you're doing it wrong. You've got to listen, too! Listening to targeted conversations is often one of the underutilized methods of the management tool. You can listen to (almost) everything anyone is saying about you (or your company) by setting up streams for your platform. Take Twitter for example: you can follow Tweets Retweeted; Mentions; Keyword Search (domain name, a hashtag, alternate spelling); Sent Tweets; Your Retweets ; Direct Message (Inbox); Direct Message (Outbox); and Home Feed. This is especially great for engagement and user-generated content!
2. Insights - A social media strategy means nothing without analyzing your efforts. Luckily, Hootsuite allows users to measure ROI with real-time social analysis in brand sentiment, tracking a social profile's brand growth over time, and visualizing audience social demographics like gender and geography. You can pinpoint your reach down to the city-level. Whoa.
3. App Directory -  Hootsuite offers a collection of extensions and apps that users can add to their dashboard to create a customized experience. This goes way beyond the typical Facebook, Twitter, and Youtube. You can add Instagram, EverNote, SlideShare, Reddit, DailyMotion... seriously, the list goes on and on. Users can manage, share, search, monitor, engage, optimize and explore streams of content that matter to them.

 

Hootsuite is great for its time saving capabilities. It allows users to manage social media sites from one place, no longer having to log in to four or more accounts separately. More than that, it's a crucial resource for a social strategy. Its scheduling and listening features are useful for content management and can help managers with creating additional timely/relevant posts. It's time to take control of your social business so social business can't take control of your time.

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Analytics of a Social Media Campaign

This week we learned the importance of analyzing a marketing campaign. The idea of tying social media to conversions and isolating social referrals may seem like a daunting task, but they're an integral part to tracking goals and social media marketing efforts like brand awareness, sales effectiveness and advocacy. Analytics are concrete data, meaning they can't be changed or altered. The way in which the analytics are approached, however, may vary from person to person. The little bit (or a lot) of time spent in this area help you make the most of your social platforms.

Below are sample analytics for a real company. For the purpose of this blog post, they are known as "ABC Company." ABC Company is a health oriented organization in the Central Florida area. ABC are active on Facebook, Twitter, Pinterest and YouTube. They also send out a bi-weekly e-newsletter to subscribers. We will only be analyzing their Facebook page and e-newsletter.

The first set of data is from Facebook Analytics. During the month of May, one can see they lost more than 50% of the people talking about them despite a .69% increase in total likes. According to the analytics, there was almost a 40% increase in weekly total reach. They reached and engaged the most people when they invited friends to partake in ABC-hosted activities.The fact that their number of "Friends of Fans" is at 340,325 means they have quite a bit of potential to influence this extended network. I think if they can find a way in which to engage them, interest would spark and the number of people talking about them would increase. 

What I found the most interesting are the more detailed analytics about ABC's demographics and location found on the next two screenshots. They illustrate engagement rates broken down into gender, age, countries, cities, and languages. Women make up more than half of the total demographic with 60.3%, with 28.6% aged 25-34. This is also their most engaged demographic. If this is their ideal target market, the data shows they are posting the right type of content to keep them talking about the ABC brand. If females 25-34 are not their ideal market, they will surely need to reevaluate the content being posted so as to reach other segments of the market. 

Males in the age range of 25-34 are also the most reached by ABC. The data shows that their audience is made up of mostly English speakers in Orlando. It is not surprising to see Spanish as the second-most popular language, as Puerto Rico is the second country in the list of countries being reached. The way in which they reach people is mostly by viral page content. 

The final set of analytics is of their email newsletter. I found this piece of analytics the most alarming. Although ABC has an almost perfect delivery rate at 99.3%, the number of opens and clicks should be causing them to make immediate changes to the contents of their newsletter. Out of 2,606 delivered emails, only 661 people opened them and only 72 found something worthy to prompt a click. And if that wasn't enough, the lack of conversions from the number of clicks is a sure sign of an unsuccessful email campaign. 

In short, ABC Company has a lot of room for improvement on their Facebook page and email newsletter. Re-evaluating goals would be my first recommendation for ABC. I think their Facebook would see much more engagement if it provided interactive material with polls, quizzes, contests, sweepstakes or puzzles. This would also evenly spread the opportunity for engagements across the demographics.

Then, I would suggest sharing information that complements what ABC offers in their email marketing campaign by including things like behind-the-scene images and videos, photos or videos of employees, sneak peeks of an upcoming event or sale (remember those higher numbers of engagement when they used the word "Join" in posts), previews of future projects or offerings, funny videos that relate to their business and other great links of information ABC has come across. By sharing pieces that delight, engage, and entertain, numbers for click rate and conversion will likely increase.

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BullHorn Media: Promising Video Business

BullHorn Media is the newly separated corporate video production services brand from Mark and Lisa DeGrand.  Their original business, Pro One Video, has provided over 20 years of wedding videography services to Orlando, Florida. The tagline and idea behind BullHorn Media is to help businesses in need of “amplifying [their] image,” in which Mark can produce corporate and education video services like live streaming, conventions coverage, testimonials, meetings, on-site editing, title/motion graphic design, branding and photography.

 As a boutique creative office, their focus on the customer is what sets them apart from the heavily saturated market. Their expertise and quality work in video production has allowed them to perfect the art of recognizing customer needs, and exceeding their goals even when they’re not be clearly stated at the start. Since the duo has low staff overhead costs, they are able to work with small businesses with smaller budgets, or call on a network of creatives to assist when approached about larger corporate projects. Regardless of the project size, they pride themselves on offering unmatched personal attention.

Their target audience includes associations, small businesses, trade shows, and corporations. They will provide their services for anyone with video needs whether for a presentation or convention interviews during an event. They’ve worked with not-for-profit organizations

The overall campaign messaging/theme/goals for BullHorn Media to achieve in the fourth quarter:

• Catch and keep the attention of potential clients and current BullHorn Media audience.
• Make a personal connection with BullHorn Media audience.
• Increase online presence and reinforce BullHorn Media brand.
• Stand out from your competition as well-rounded video, photography, graphic design experts.
• Increase leads by 5% in fourth quarter.

Trends and habits that happen during fall/winter:

• September through fourth quarter is busiest season for conventions and corporate business.  

Strengths and Opportunities

Strengths

• Skilled workforce
• Established identity and credibility in the Orlando area with Pro One
• Ability to convert video shoots to DVD on-site
• Provide a wide array of services including: photo restoration, photo montages, Photo FX
• Strong Management
• Pricing Power based on quality of work
• Innovative Culture as they are open to a variety of ways to market their new brand

Opportunities

• Growing demand
• Ability to focus on photography side of videography through their services offered: photo restoration, photo montages, photo FX
• Ability to convert and author video shoots to DVD
• Ability to expand their services by placing video shoots on the internet
• Financial Leverage allows BullHorn Media to quickly expand into other markets
• Greater innovation

Why use an Integrated Marketing Communications Plan

According to the American Association of Advertising Agencies’ definition, integrated marketing communication is a form of planning achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. By integrating marketing communication tools such as advertising, direct mail, social media, telemarketing and sales promotion, a business provides clarity, consistency and maximum communications impact.

 

BullHorn Media should utilize an IMC strategy using various channels because it will give their small business the potential to get better results from their campaigns and reduce marketing costs. By repeating the headlines, key phrases and images in communication, they will ensure that prospects and customers receive consistent messages each time they see one of the elements of the campaign – no matter the platform or touch-point. Creative consistency helps reinforce the basic campaign themes by increasing the number of times prospects see or hear the same message.

All in all, I think with a bit of strategic planning and personal investment (more time than money) in learning about their respective platforms and audience, there is a lot of opportunity for BullHorn Media to catch and keep the attention of potential clients and audience in the long run. Their social sites like Facebook, Twitter and blog will allow them to make a personal connection with their audience as long as they are consistent in their messaging and response time. 

Special attention on how to use photo and video into their platforms will increase online presence and reinforce the BullHorn Media brand. By using more than one medium and by honing in on strong keywords and phrases will positively affect where they stand in comparison to their competition as well-rounded video, photography, graphic design experts. All of this, along with their high-level quality work, personal attention to clients’ needs, and analyzing of success in the areas they've invested time, BullHorn Media will surely increase their number of leads by 5% in their fourth quarter.

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Trying my hand at Reputation Management

This week we covered reputation management and the "online identity" of a brand. Reviews and social comments are a lasting and influential representation of a company, product, or service. Positive and negative feedback are a product of social media, but the way in which a company responds to the feedback (especially the criticism) can make the greatest impact on their business and financial bottom line. When brands acknowledge and remedy a situation, it doesn’t go unnoticed.

I'll be using this blog post to recommend responses to the following negative and positive comment examples from The Hilton Fort Lauderdale Marina and Hyatt Regency in Orlando, as if I were the Social Media Manager of the respective hotels. **Please note this is for class purposes only - any phone numbers or email addresses are fictional and strictly made for the purpose of this post!**

Negative review:

Greetings - Thank you very much for taking the time to review our property at The Hilton Fort Lauderdale Marina. Your input, and the feedback from all of our guests is vitally important to us and we always want guest expectations to be met upon arrival. We apologize sincerely for your experience not meeting those expectations during your stay for your 10-year high school reunion. 

I have informed management of your comments and our top priorities are now twofold - to have them addressed, as well as working to ensure that future travelers experience only remarkable hospitality, service and cleanliness. The issues you've encountered made us aware of the areas in which we can improve. 

Please know that we have since covered the parking lot gate box, as well as addressed the cleanliness issue of our pool and spoken with the employee in question. We want you to know that we truly enjoy sharing our passion for our destination with visitors and want you to make the most of your trip while enjoying our amenities. If you come back to our hotel, I would love the opportunity to speak with you directly, so please ask for me. We hope to see you again in the future and you can reach me directly at 954-463-5555 if I can be of any assistance. 

Positive review:

Thank you so much for visiting the Hyatt Regency in Orlando! It is always a pleasure to hear how our hotel goes above and beyond our guests' expectations for both business and leisure experiences. Please know that we have added your requests of a room on a high floor and views of the pool to your account for future visits. Requests are made possible based on our availability at the time of reserving with us. 

Have you registered for our Hyatt Gold Passport? You can do so here to take advantage of exclusive member benefits on your next business trip. You can be on your way to earning free nights at Hyatt hotels worldwide if you provide the reservation number from your most recent visit. Thank you for recommending our the Hyatt Regency to your friends and family. To show our appreciation of continued visits, we'd like to upgrade your next 50-minute Deep Tissue or Spa Refresher massage - you'll get an extra 30 minutes on us. We look forward to serving you again in the future!

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Cosmoprof North America 2014

CosmoProf North America is a three-day exhibition for beauty industry professionals. The business to business trade show is held annually and is focused on distributors, manufacturers, and buyers of cosmetics, skin care products, toiletries, fragrances, spa management software, as well as hair care and styling products. This week I will be analyzing their integrated marketing communications (IMC) efforts on their social media channels before, during, and after the conference in Las Vegas July 13-15, 2014.

Please note: this post is strictly for academic purposes. I am not a spokesperson of CosmoProf North America or any of the companies represented at the trade show. Feel free to get more information on CosmoProf here and here.

As you can see from the screenshot below, CosmoProf uses social media buttons for Facebook, Twitter, LinkedIn, Pinterest, and Instagram as designators to the platforms in which businesses and consumers may engage with CosmoProf before, during and after the conference. Although they have a presence on these platforms, their website is where they devote their time to truly promote the event. With one glance, one can see a countdown to the event, awards they've received for most innovative trade show, a YouTube clip of highlights from 2013 and quick click-through access to visitor registration.

CosmoProf North America Website Homepage

Their website is obviously their main hub of information. At the bottom of the page, the option to subscribe to a newsletter is available. I did not personally subscribe, so I could not attest to its role in the mix but it's possible that the newsletter's purpose was to drive traffic back to their website rather than to any particular social channel for guests to gather information before, during, and after the event.

To be honest, I expected to see more posts building anticipation for the trade show, but there was only one mention of the event on Facebook before opening on July 13th. However, once the event had started, both Facebook and Twitter were predominantly used to highlight certain booths and speaking engagements throughout the three day period. 

Facebook posts frequently included photos of new products. Twitter didn't include very many photos, but did retweet a very active user named Hannah Perlman (@DalaiHannah), who strategically used #trendscout and #cosmoprof2014 in her posts. As expected, Twitter gained the most response from visitors as they commented in real-time on their participation and experience. They mentioned brands and products with which they interacted and liked. 

Instagram was also very popular although it was mostly used for consumer-generated content. There are several web viewers that contain photos from the event--Websta and Iconosquare, to name a few--but any archived content had to be tagged with #cosmoprof in order to be viewed.

#cosmoprof Instagram submissions found on Iconosquare

It should be noted that there was not a unique official hashtag for the event, and the hashtags that were used were inconsistent. With hundreds of visitors using unofficial or other interest group-specific hashtags, this may affect any measurable data for future access and that which is reported back to sponsors.

For the most part, branding is consistent among channels. I was able to recognize very quickly whether I had landed on the verified account handles simply by seeing the model in a bright blue, windblown dress as pictured from their homepage. What stood out to me was their use of 10times, a service provider for business events. There are tabs where visitors could add themselves as "Attending" the conference, get information regarding hotels in Las Vegas, or leave a review. Visitors could see which exhibitors and plan ahead. I hadn't previously been aware of this content community or how they were changing the way in which we discover and experience events such as CosmoProf's trade show.

Overall, CosmoProf is making an effort socially, but could improve their IMC by using all channels to build anticipation for the conference, asking followers questions about the event or which brands/products they tried, consistently using hashtags and using them across platforms, and encouraging visitors and exhibitors to use said hashtags. There is a lot of potential here, and I know a little planning on their behalf could make a huge difference.

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