tag:blogger.com,1999:blog-70099293724718040742024-03-12T18:41:26.201-07:00Kyle's COMM 193 BlogAnonymoushttp://www.blogger.com/profile/00523737204740556014noreply@blogger.comBlogger12125tag:blogger.com,1999:blog-7009929372471804074.post-32927368960639378442012-11-27T15:20:00.002-08:002012-11-27T15:20:28.200-08:00Week 13 - Crisis Communication
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Social media can be a key component to an organization’s
crisis communication plan. Because news
has become a 24-7 cycle, the need to control information has become more and
more prevalent. Social media allows
organizations to control what information is out there for the public to see as
well as to frame the issue in ways that benefit the organization and its
publics.<o:p></o:p></div>
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<br /></div>
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In sport, the most recent example of a need for crisis
communication is the Penn State scandal that occurred a little more than one
year ago. The athletic administrators
were forced to deal with the crisis immediately because ESPN and other news
outlets quickly responded to the scene and were demanding information and
interviews. The administrators tried to
frame the issue as an isolated incident, but further information was unearthed
that caused the university to change its crisis communication plan.<o:p></o:p></div>
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<br /></div>
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I think social media can be integral to an organization’s
crisis communication strategy. Getting
the word out on their own terms and controlling information are desirable for
all organizations, and social media allows this to happen. With the number of
people on Twitter and other social media sites, the news cycle has changed and
companies have had to adapt to this.<o:p></o:p></div>
<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/00523737204740556014noreply@blogger.com2tag:blogger.com,1999:blog-7009929372471804074.post-22610170477959312842012-11-13T15:17:00.002-08:002012-11-13T15:17:22.130-08:00Week 11 - Metrics
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Metrics are a very important part of social media for
organizations. They help companies
measure specific things like which of their publics are being reached, how many
hits their different social media platforms are receiving, and what specific
types of social media seem to be the most effective. It is crucial for organizations that desire
to use social media to interact with their constituents to use metrics because
they will have little to no idea who they are reaching and how effective their
social media plan is.<o:p></o:p></div>
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In my case with working in sports media relations, Pacific’s
athletics website has their own built-in metrics system. This system measures which pages are being
viewed the most, and that can be narrowed down to days, weeks, or months
depending on what kind of information is being searched for. The website also measures which pages people
exit the website from as well as which links are the most popular (i.e.: weekly
releases, game recaps, special features).
I know this has helped me define what kinds of content to post for my
sports. For example, I decided to
include links to both the men’s water polo Facebook and Twitter accounts
because I saw that people who visited the website often clicked on the social
media links on the sidebar of the sport’s main page. I figured they would also want to visit these
sites if I provided the links within each release I wrote.<o:p></o:p></div>
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I also use HootSuite for the social media accounts for my
sports, which provides metric data.
However, since I use the free version, I am unable to access the metric
features, but I have looked at the different types of data they offer and it
looks like it would be extremely helpful.
I may push for our department to sign up with HootSuite or TweetDeck
full time in order to get more accurate metrics that would help our marketing
and connecting with our fans.<o:p></o:p></div>
<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/00523737204740556014noreply@blogger.com1tag:blogger.com,1999:blog-7009929372471804074.post-67082292417935291572012-11-12T17:39:00.003-08:002012-11-12T17:39:34.834-08:00Live-Tweeting Assignment<a href="http://storify.com/KyleBruce10/comm-193-live-tweeting-assignment#publicize">Here</a> is the link to my Storify post for our live tweeting assignment. Enjoy!Anonymoushttp://www.blogger.com/profile/00523737204740556014noreply@blogger.com0tag:blogger.com,1999:blog-7009929372471804074.post-71291222891731810532012-11-06T08:52:00.001-08:002012-11-06T08:52:15.461-08:00Week Ten - Content Curation
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I must admit, the concept of content curation is one I was
unfamiliar with prior to our class discussion last Thursday. I now understand content curation to be the
process by which content generated on social media websites is placed together
based on the subject matter of said content.
For example, tonight’s election is going to generate millions of tweets
and Facebook posts, among other things.
The organization of this particular content into one specific location
is how content curation works.<o:p></o:p></div>
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<br /></div>
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After learning about the concept of content curation, I now
understand what Storify is meant to do and why it is such a useful tool for us
to use to present our live tweets.
Storify allows tweets to be organized around a specific subject
determined by the creator of that particular Storify entry. In our case, we will be using the content
curation tool to group all of our live tweets, along with those tweets that
interacted with us during our live tweeting session, into one “story.” Now that I know the idea behind Storify, I
must admit I am more excited to use it than I was before. It will be neat to see all of my tweets about
a specific topic neatly organized, as well as those tweets that interacted with
me.<o:p></o:p></div>
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<br /></div>
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This project will be my first interaction with content
curation. I had certainly seen groups of
tweets that revolved around the same subject posted together, but I did not
think of it as a form of curation until now.
I really find the concept very interesting because I think it speaks to
where we are now as a society in that each individual on social media creates
their own content, and we connect with one another based on our shared
interests. The fact that this concept
grew out of the content that we are responsible for is very cool in my opinion.<o:p></o:p></div>
<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/00523737204740556014noreply@blogger.com1tag:blogger.com,1999:blog-7009929372471804074.post-49431724155394876242012-10-29T17:48:00.001-07:002012-10-29T17:48:05.900-07:00Week Nine - Personal Branding
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Personal branding is a concept that not everyone spends
enough time thinking about while using social media. Social media is so prevalent in today’s
society that it has become second nature to the millions of people that use it
everyday. With this level of integration
into our lives, we have come to view sites like Facebook and Twitter as
informal conversations. This leads to
problems when people post things that portray themselves in a negative light,
and that is where the idea of personal branding comes into play.<o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
I think it is always important to keep the concept of
personal branding at the forefront of your mind when posting on social media
sites. Nowadays, the first thing
potential employers do before they hire someone is put their name into Google
and run a search. This leads them to
that person’s Facebook page and Twitter site, and any other social media site
on which they are active. The content
that is present on these sites can make or break any chance of getting a job
with that company. It is crucial that
young people realize that this change has occurred and react accordingly. I tend to think that social media users don’t
realize everything they write stays on the Internet forever. I know it took me a while to change my
posting habits!<o:p></o:p></div>
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I would like to think that I do a nice job of maintaining my
personal brand across my social media world.
All of my “About Me” sections on Facebook, Twitter and LinkedIn read the
same and inform people that I am a GA in Pacific’s athletic department working
in the media relations office. Further,
I make it a point to never use foul language or post any photos that contain
alcohol or other inappropriate things. I
post about a variety of things that reflect my interests in the hopes that
whoever is looking at these sites sees that I am a well-rounded person with a
variety of interests.<o:p></o:p></div>
<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/00523737204740556014noreply@blogger.com1tag:blogger.com,1999:blog-7009929372471804074.post-53780036370956599082012-10-15T21:25:00.002-07:002012-10-15T21:25:48.982-07:00Week Seven - Magazine Research
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I started my research for this week’s blog by Googling the
phrase “best magazines on Twitter.” It
took me to a website that had found the 25 most-followed consumer magazines on
the social networking site. After going
through a few of them, it is clear that there are different methods of
operation for each magazine.<o:p></o:p></div>
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The most-followed magazine on Twitter was “People.” They also had the best engagement with their
followers. They posed questions asking
their followers to respond and would then retweet some of the best
responses. I also looked at “TIME” and
“Sports Illustrated” and their feeds were very cookie-cutter in that they felt
pre-programmed using TweetDeck or HootSuite.<o:p></o:p></div>
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<br /></div>
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I then proceeded to look at “People” on Facebook, to which
they have 1.6 million “Likes.” They use
the same social media philosophy as on Twitter, asking their fans
questions. On average, their posts have
between 50 and 300 comments, and a dialogue is created between their fans. “Sports Illustrated” had less than 300,000
“Likes” and simply posted links to stories on their website, the same tactic
that “TIME” uses.<o:p></o:p></div>
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It is clear that there are different tactics at work when
comparing the two magazines. “People”
has figured out how to engage and listen to their fans, giving them a forum in
which to share their opinions and interact with each other. The same cannot be said for the other two
magazines. Their social media offerings
feel very robotic and that they are only on those sites because society says
they should be.<o:p></o:p></div>
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<br /></div>
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Social media should be a key component of a company’s PR and
marketing strategy. Using it effectively
can grow a given brand by leaps and bounds.
Using it poorly, in contrast, can hurt a brand and give people a
different feel towards that brand than perhaps they intended to generate.<o:p></o:p></div>
<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/00523737204740556014noreply@blogger.com0tag:blogger.com,1999:blog-7009929372471804074.post-66115087143880695772012-10-09T08:47:00.003-07:002012-10-09T08:47:52.607-07:00Week Six - "The Social Network"
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I found “The Social Network” to be a very engrossing film
the first time I saw it, and the same can be said for when we watched it in
class last week. It is a well-written,
well-acted film that chronicles the rise of Facebook from a website for Harvard
students only to a worldwide, global phenomenon. However, upon second viewing, I couldn’t help
but wonder how much of what takes place in the movie took place in the actual
development of the website.<o:p></o:p></div>
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To me, it is clear that Mark Zuckerberg used a lot of ideas from
the Winklevoss’s “Harvard Connection” website in his creation of Facebook. In its infancy, Facebook was available to
just college students, as was the Harvard Connection. Creating a profile, networking with your
friends and posting photos were key ingredients in both sites. I found it hard to believe Zuckerberg’s
character did not use the Harvard Connection as a basis for what is now
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The way the character of Zuckerberg was written in the film
made him unsympathetic, as well. He
appeared rude, short-tempered and difficult during the multiple trials he was
involved in. It made me want to side
more with the other parties than with Zuckerberg. He also came across that way during his time
at Harvard. He seemed bitter about being
rejected by the school’s final clubs, even hinting at his partner, Eduardo
Saverin, that his inclusion was due to a need for diversity.<o:p></o:p></div>
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Having said all of that, I still find it amazing that
Facebook has become what it is today.
Growing from a small site on Harvard’s campus to having one billion
users is absolutely ridiculous. Perhaps
the thing I am most impressed with is the simplicity of the idea. People want to connect with their friends
online. They want to share photos and
exchange information. It almost seems
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<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/00523737204740556014noreply@blogger.com1tag:blogger.com,1999:blog-7009929372471804074.post-22331635629735083802012-10-02T00:01:00.002-07:002012-10-02T00:01:22.516-07:00Week Five - Energizing Customers
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I thought that the discussion on energizing customers was an
interesting section in this week’s reading. The figure on p. 132 in
“Groundswell” is really telling, in my opinion. The fact that 73-percent of
Americans trust reviews from family and friends over expert ratings, company
websites and television and radio ads goes to show that the groundswell truly
has taken effect.<o:p></o:p></div>
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For me personally, I would rather get insight into a
restaurant or a movie from someone I know as opposed to a critic I’ve never
met. I would go so far as to say that I prefer sites like Yelp and TripAdvisor,
even if the reviews are written by people I do not directly know, over ads on
television or reviews in newspapers. I think I tend to prefer these types of
reviews because I know that the people that write them are not being
compensated or asked to write certain things; they are simply sharing their
experiences.<o:p></o:p></div>
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Of the three techniques given in the book on how to energize
customers, the one I think is the most effective is to participate in and
energize online communities of that specific brand’s enthusiasts. Obviously, the technique that a company picks
would vary on what they want to get out of their publics, but I believe that if
a company actively participates in a discussion with its brand enthusiasts, it
goes a long way for that brand’s image and reputation.<o:p></o:p></div>
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The Lego Ambassadors program was really effective for Lego
in connecting with its brand enthusiasts and maintaining a pulse on what was
going on in its online communities.
Clearly, making money was one of the company’s objectives, but the
feedback on Lego’s products was arguably more important. Finding out what its
actual customers felt about its products was very important to Lego, and should
be to every company that values its customers.
Had I been one of these people, I would have really enjoyed the company
reaching out to me and engaging me in what they were doing. I think this
example really shows the groundswell in full effect.<o:p></o:p></div>
<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/00523737204740556014noreply@blogger.com1tag:blogger.com,1999:blog-7009929372471804074.post-17959566695014792022012-09-24T22:47:00.003-07:002012-09-24T22:47:34.247-07:00Week Four - Politicians and Celebrities on Twitter
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For this week’s blog post, I chose to follow politician Al
Gore and celebrity Jonah Hill on Twitter. To give some background, Gore was our
country’s vice president from 1993 to 2001 and famously lost the 2000
presidential election due to a Supreme Court ruling. As of this post, he has
2,507,401 followers. Conversely, Hill is a movie actor that appears primarily
in comedic films. He has 2,371,109 followers.<o:p></o:p></div>
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Gore spends most of his time tweeting about issues with the
world’s climate. A big champion of our environment, he posted a pair of links
to his personal blog discussing clean coal and the climate crisis. He also
directed his followers to a book on Amazon concerning environmental changes
occurring in the South Pole.<o:p></o:p></div>
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Gore tweeted eight times throughout the week, and one of
those tweets was repeated verbatim two days after it was originally posted. His
account has the feel of one that is run by HootSuite or something similar; it
feels preprogrammed and not very engaging.<o:p></o:p></div>
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Hill’s Twitter account, on the other hand, sounds genuine
and like he is actually doing the tweeting. The number of weekly tweets was not
much different (just 12), but the content was very contrasting. He tweeted
about last weekend’s Emmy Awards twice, wishing two of his friends luck and commenting
on a particular speech. He also gave a couple of music recommendations to his
followers and tweeted a photo from his press tour for his film “21 Jump
Street.”<o:p></o:p></div>
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Hill was not very engaging with his followers, similar to
Gore. There were no “at’s” on his feed, leading me to believe he is not using
Twitter to engage with his fans but rather simply share what is on his mind.<o:p></o:p></div>
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I would encourage both Gore and Hill to become more engaging
on Twitter. Gore is tweeting about a subject a lot of people care about and
holding viable discussions with experts on the issue would add a lot to his
feed. Hill should also spend time responding to his fans. I think people expect
this kind of access now with their favorite entertainers, and they aren’t
getting it from him.<o:p></o:p></div>
<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/00523737204740556014noreply@blogger.com3tag:blogger.com,1999:blog-7009929372471804074.post-45815434207882078562012-09-17T20:53:00.003-07:002012-09-17T20:53:21.237-07:00Week Four - Listening and Monitoring
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The case study on Mini’s efforts to understand its
consumer’s social media profiles was of interest to me, specifically the result
of their study. To briefly summarize,
Mini found that it was more advantageous to use social media to connect with
their current consumers than to try and generate new consumers.<o:p></o:p></div>
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Competing in an increasingly crowded industry, Mini and its
executive Trudy Hardy needed to find out the technographic profiles of its
consumers. The company hired a brand monitoring company named MotiveQuest to
research how its brand was being discussed on the various social media
platforms. I had actually never thought
about companies like MotiveQuest even existing, but they clearly are important
for companies aspiring to understand their technographic profiles.<o:p></o:p></div>
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It was found that
Mini’s consumers are above average when it comes to the Creator and Critic
segments of the population, meaning that finding out what these people are
saying is of key importance to the company.
It was also found that Mini consumers like to see themselves as members
of an exclusive club. In essence, part
of their self-identification was as a Mini owner.<o:p></o:p></div>
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Understanding this was crucial for Hardy and the company, as
it led them to realize the concept that they needed to boost their standing
among current owners, not use social media to attract new ones. The company held rallies nationwide, using
Flickr to post photos and YouTube to upload videos. This interaction with owners did not result
in a drop off in sales for the year, proving that social media can be used to
reconnect with people as opposed to bring new ones in.<o:p></o:p></div>
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I thought the conclusions reached by the company in the case
study were very interesting. Most
companies think that being on social media will bring them new consumers
because they can join Twitter, Facebook and YouTube to reach out to this
untapped market. In reality, social
media is just as important to connect with one’s current consumers. Understanding what these people are saying
about your company, and on what platforms, is very important.<o:p></o:p></div>
<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/00523737204740556014noreply@blogger.com1tag:blogger.com,1999:blog-7009929372471804074.post-31421572013931144992012-09-10T22:11:00.002-07:002012-09-10T22:11:16.282-07:00Week Three - Strategy & Campaign Planning
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The thing I found most interesting about this week’s
readings was the discussion in Chapter Three of “Groundswell” that addresses
why people partake in social media. The
reasons behind participating in social media vary from person to person, and I
think it is crucial for companies to understand the various motivations behind
people signing up for social media sites.<o:p></o:p></div>
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As someone who participates in social media on a daily
basis, my reasons for taking part in sites like Facebook and Twitter are to
maintain relationships with friends and satisfy my prurient impulse to a
certain extent. I use Facebook to keep up with my friends and see how things
are going in their respective lives. Checking out pictures of people I haven’t
seen in years is something I enjoy, as is reading status updates.<o:p></o:p></div>
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Twitter is my favorite social media site because I can
follow sports personalities and sports writers whose comments I find funny and
insightful. I get the occasional pop culture reference on my timeline, and I do
find that Twitter satisfies my prurient interest in that regard.<o:p></o:p></div>
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When it comes to implementing social media into an
organization’s public relations plan, it is important to recognize that these
different reasons exist. I think the most important thing a company can do when
creating a presence on social media is to understand that users are not
necessarily expecting to see messages from your company cropping up on their
newsfeeds and timelines. People like me are on social media to stay connected
to our worlds, not get PR messages from companies (although some do tend to pop
up!).<o:p></o:p></div>
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A second factor about using social media as a PR tool is the
chance that users will pay it forward to their friends, and that could be in
the form of negative comments or reviews. As a company, it is important to
engage in a discussion as opposed to simply offering a place to comment.
Engagement is key when it comes to social media; it is called “social” media
for a reason.<o:p></o:p></div>
<!--EndFragment-->Anonymoushttp://www.blogger.com/profile/00523737204740556014noreply@blogger.com1tag:blogger.com,1999:blog-7009929372471804074.post-5613261527510609712012-09-03T21:07:00.001-07:002012-09-03T21:07:54.980-07:00Week One - Introduction
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I am fascinated by social media. It has become such an
integral part of our lives over the past few years and permeates in everything
we do. Of course, technology is largely responsible for the growth of social
media due to the accessibility of smart phones and computers to a large number
of the population. I think social media has stayed relevant because people
enjoy having a voice and sharing their opinions on any number of topics, be it
sports, restaurants, movies or news.<o:p></o:p></div>
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The way companies use social media is also of interest to
me. These businesses are now having to monitor sites like Facebook and Twitter
because their customers are sharing their opinions, good or bad, and companies
need to take part in these discussions.<o:p></o:p></div>
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I am constantly on Twitter. On my computer. On my phone. At
work. At home. Twitter has become such a part of my daily routine that I am not
sure what I would do without it. I use it to learn about breaking news, catch
up on sporting events and chat with a few of my friends that use it. I
typically tweet about my day or whatever sporting event is on my TV at the
time.<o:p></o:p></div>
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I use Twitter frequently as part of my job, also. Social
media has become such a crucial part of any athletic department’s marketing
efforts that my job includes updating the Twitter account for Pacific Swimming
and Pacific Water Polo. I use that account to send out information on game
times as well as provide in-game updates during home matches and meets.<o:p></o:p></div>
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<span style="font-family: Cambria; font-size: 12.0pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">I also check Facebook on a daily basis, but my
interest in the site has waned significantly over the past few months. I cut my
number of “Friends” down a significant amount with the goal of making it more
private. I’ll post photos occasionally and read up on what my friends are up
to, but I have not updated my status in months. I also have a Google+ but never
check it.</span><!--EndFragment-->
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