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Social media for churches

Introduction and concepts

Douglas Tindal

on 20 July 2011

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Transcript of Social media for churches

is social media Baba Yetu
From Wikipedia, the free encyclopedia

"Baba Yetu" is a song by composer Christopher Tin.[1]

While 'Baba Yetu' is the opening track on Tin's debut album, "Calling All Dawns", the song was originally created to serve as the theme song for the video game Civilization IV. Tin was asked to score the intro by his old Stanford roommate, Soren Johnson.

In 2007, "Baba Yetu" was released for the Alfred Pop Choral Series for SATB divisi voices. Recently in 2011 , it was rearranged by Tin for an eight-part a capella choir with percussion accompaniment. [2]

"Baba Yetu" is the only piece of videogame soundtrack ever to be nominated for and win a Grammy award.
[edit] Awards and Achievements

"Baba Yetu" won two Game Audio Network Guild awards for video game music. The sheet music was released by Alfred Publishing. It was also used in the opening ceremonies of the World Games of 2009 in Kaohsiung, Taiwan, and as a featured segment in the choreographed Dubai Fountain.

Its nomination at the 53rd Annual Grammy Awards made history as the first video game piece ever to receive Grammy recognition. On February 13, 2011, Baba Yetu made history yet again as the first video game piece to ever win a Grammy award, for "Best Instrumental Arrangement Accompanying Vocalist(s)".
[edit] Lyrics

The lyrics are a Swahili translation of The Lord’s Prayer:

Baba yetu, yetu uliye
Mbinguni yetu, yetu amina!
Baba yetu yetu uliye
Fu jina lako litukuzwe.
Utupe leo chakula chetu
Tunachohitaji utusamehe
Makosa yetu, hey!
Kama nasi tunavyowasamehe
Waliotukosea usitutie
Katika majaribu, lakini
Utuokoe, na yule, muovu e milele!

Ufalme wako ufike utakalo
Lifanyike duniani kama mbinguni. (Amina)

Our Father, who art
in Heaven. Amen!
Our Father,
Hallowed be thy name.
Give us this day our daily bread,
Forgive us of
our trespasses
As we forgive others
Who trespass against us
Lead us not into temptation, but
deliver us from the evil one forever.

Thy kingdom come, thy will be done
On Earth as it is in Heaven. (Amen) Revolutionary? Conversation Strategic Social media strategy Organization Strategy Communications strategy ocial media strategy Relationship How many met in church? What brings an adult to church? Who are we listening to? Strategy outline Who do we need to be in conversation with?
What are the goals of the conversation?
What value are we adding? Who are we listening to?
Who are we building relationship with?
Who do we want to build relationship with?
Where are they gathering in conversation? So is it revolutionary, not revolutionary, something else? The 9 Deadly Sins of Facebook Pages (and Their Administrators)
Not having any goals
Thinking it's about you Who's there? http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/ http://www.penn-olson.com/wp-content/uploads/2010/04/social-media-demographics.png A quick note on social media governance from Public Sector Marketing 2.0 - Mike Kujawski's blog on strategic marketing & social media engagment

Some general "best practices" and trends are emerging in modern “social” organizations. Here are some governance recommendations based on them:

Social media strategy should fall under the portfolio of marketing , communications or equivalent
Official social media engagement should fall under client services, customer service, or equivalent.
Social media content should come from the various content experts in the organization
Social media guidelines should be created by the “strategy” team and approved by HR and Legal
Unofficial social media participation can come from anybody at any time. Nobody “owns” it. Need to follow guidelines, which are merely reminders as opposed to restrictions. Note: It is crucial that your organization positions them that way as well. With whom do we want to build relationship?
What actions do we want to result?
How will we add value? With whom do we want to build relationship?
Key stakeholders
Where are they (what social media?)
What do we have to contribute?

What actions do we want to result?
What are our goals?
Are they SMART? Are they at least M?
What makes these goals attractive to our stakeholders?

What policies do we need to have in place?
What human resource requirements?

How will we evaluate?

(BTW,who is we?) Social media governance What stands out?
Any surprises? http://justinrlevy.com/2011/05/30/the-9-deadly-sins-of-facebook-pages-and-their-administrators/ http://www.mikekujawski.ca/2011/05/28/a-quick-note-on-social-media-governance/ Social Media for Churches A presentation for Toronto Conference,
The United Church of Canada June 28, 2011 Tactics Facebook
Massive penetration
Extensive functionality (groups, events, video)
More useful for congregation than conference? Pew Internet and American Life, Twitter Update

Beth's Blog

Katya's Nonprofit Marketing Blog

Heather Mansfield

The Case for Community Management

Five good reasons to use Tumblr
http://www.practicalecommerce.com/articles/2836-5-Good-Reasons-to-Use-Tumblr http://www.theconversationprism.com/1280x1024/ http://www.briansolis.com/2008/08/introducing-conversation-prism/ Web 1.0 = Publishing
Web 2.0 = Conversation Which is "church?" Tactics You asked for
an "Action Plan".
Okay. But first... Strategic Conversation May 20:
Why are we doing this?
What content will be posted?
What are the policies around this? Additional Sources and Resources Relationship Strategic May 20:
Identify the values of why we are doing this May 20:
We need to be conscious of who will be excluded by our use of this technology Tools Hootsuite, Cotweet
Management software
Multiple users
Manage multiple accounts
Web and mobile clients
[Remember to be human] Thank you
for the conversation! douglas.tindal@tindalgroup.com 5
/ 90%
/ How Networked Nonprofits Use Facebook SMARTly

My Facebook page is a focus group or channel for research. It helps me to understand the questions, concerns, and everyday context of many nonprofits that want to embrace emerging media like social or mobile and to design and build peer exchange programs or Train-the-Trainers programs.

If don’t synthesize the ongoing stream, it gives me vertigo. I set aside an hour or two a month to review my valid metrics, but also to do a meta synthesis of the conversation to curate the best points and resources. I synthesize a threads every week as blog posts, but then I like to step back and look at the overarching themes that become a foundation for a peer exchange.

This post summarizes the knowledge shared by many nonprofit folks on how to use Facebook effectively. What’s missing?
1: Create a Facebook culture inside your organization

A social media policy provides the rule book for all staff to participate
Organizational and Community Facebook Guidelines

Networked Nonprofits have a created a Facebook culture inside their organizations. They use social media to engage people inside and outside the organization to improve programs, services, or reach communications goals. They gotten leadership buy-in, addressed concerns head on, and codified the organizational rules around using social media. They understand that trust is cheaper than control. The process of creating a social media policy includes discussion about the issues, reviewing policies from other organizations, and reviewing and approving the policy internally.

While organizational concerns vary by type of organization, a common one is sharing control of the official spokesperson role for the organization. The Mayo Clinic has addressed in its social media policy many nonprofits have borrowed their language. Another common barrier that keeps many people inside of nonprofits opting in to participate on social networks is privacy and security. With training and support, this can be mitigated.

Finally, there will are two specific policy points for Facebook. Some larger organizations establish clear guidelines for how departments should set up an effective Facebook presence. Also, community participation guidelines for the Facebook which are similar to online community guidelines. These can be a brief and simple reminder about civility and respect and deleting in appropriate comments.

2: Use SMART objectives that align with communications strategy

How many by when?
Results, Capacity, or Tactics
Guides, not report cards

Using SMART objectives for nonprofit communications strategies is not new idea. Spitfire’s useful SMART chart planning tool has been used by many nonprofits and was adapted for social media for nonprofits by NTEN’s WeAreMedia project several years ago. SMART Objectives are specific, measurable, attainable, relevant, and timely objectives. The Aspen Institute’s Nonprofit Advocacy Campaign guide points out they come in three flavors: results, tactics, and capacity. Here’s an example of 25 SMART social media objectives from arts organizations.

The process includes beginning with identifying intent. Next, make it specific by adding a number, percentage, increase/decrease and a date. Some nonprofits find it hard to do because it takes hitting the pause button. Also, there may be a feeling that one is getting “graded” if they don’t make the deadline or hit the target number. SMART objectives can be revised along the way.

Some struggle to find an attainable number. Benchmarking comparing your organization’s past performance to itself or doing a formal or informal analysis of peer organizations can help. It also helps to break down your goal into monthly or quarterly benchmarks.

3: Have a measurement strategy on the front-end, not the back-end

Pick valid metrics in the context of an integrated campaign

Many nonprofits are not measuring their integrated social media campaigns and often push the task to the backburner. There is a lot of confusion over what metrics to select to measure. As measurement guru KD Paine says, you need the right measurement tool for the job identify SMART objectives, pick valid metrics, and then your tool.

Measure your results, not just numbers. Don’t just count the number of Facebook fans. What should be measured are shifts in awareness, comprehension, attitude and behavior related to donations, purchase, branding, reputation, public policy, employee engagement, and other shifts in audience beliefs or behaviors related to SMART objectives. Don’t get distracted by bogus metrics like AVEs stands for “Advertising Value Equivalents” or as KD Paine likes to call it “Assessment By Voodoo Economics” This is using a meaningless metric to translate into some value.

This means measuring in the context of an integrated campaign strategy, not just social media tactics. The “Valid Metrics Grid” is a proposed standard being debated by measurement professionals, but can help guide your thinking. It looks at communications in three phases with each having specific metrics
The messages or story is created, shared via intermediaries and consumed by a target audience that takes action. The other part of the matrix based on the “Marketing Funnel” going from awareness, understanding, consideration, support and action.

Scaffolding by depth of relationship is a familiar framework for many nonprofits whether it is donors or activists using the ”Ladder of Engagement.” It has been applied to specific social media channels for example Twitter Ladder or Facebook Ladder or to describes different levels of engagement across channels. These frameworks show the process for becoming an activist or donor as linear one going from name recognition to advocate. New research is finding that in an age of media clutter and information overload, the process is less linear and more like a decision journey

4: Recruiting fans should be your first step

Use a custom landing page
Promote Facebook through other channels online and offline

If you set up a Facebook Page, will anyone like it? Your first step should be a recruitment campaign that includes reaching out to your organization’s circle friends, cross promotion through other channels both online and offline, and use a custom landing page. BrandGlue had a studywhere they did a split test ads and they drove ads to custom landing tab and another set was driving just to the wall. They found that the custom landing tab will convert visitors to fans at a rate of about 47% versus the wall which is about 26%.

Your landing page should show value at a glance, support your SMART objective, and have a clear call to action. There are some free tools (and low cost tools here and here) available to get your basic Facebook landing page up and running, but will need some graphic design skills though. Want to look at a few inspiring custom landing pages, check these out or cruise through these landing pages of art museums or other nonprofits.

5: Identify and build relationships with Super Fans

Understand the ladder of love on Facebook and leverage it

The big mistake that many organizations make is that they stop at the “attention” phase of the ladder of Facebook love. Getting people to click the “like” button and join your Facebook is only the first rung. What you want to do is grow an army of “super fans,” or brand ambassadors who will spread your brand and messages across Facebook and to their neighbors. To bring your fans higher up on the ladder of love to loyality, leadership, and evangelism takes consistent engagement and relationship building. Here is a framework for identifying and cultivating Super Fans on Facebook from Aliza Sherman.

6: Engage with your fans for a few minutes every day

Become an expert at starting conversations
Always be commenting
Ask different kinds of questions
Two tools than make this efficient and effective

The secret sauce to success on Facebook is a deep engagement strategy At the very basic level, engagement is about asking good questions.

Here is pattern analysis of different Facebook Wall posts that were questions “16 Ways To Get More Comments on Facebook“ that illustrate different examples of questions. Here is a handy checklist to help you brainstorm different types of questions, it also includes examples.

“ABC: Always Be Commenting” on your Facebook page. You need to comment quickly, often, and respond to everyone. Jo Johnson over at the London Symphony is a master of this technique. And, you don’t have to live on Facebook for this to be effective as you’ll see from the tips below. Another tip is to repeat the proven stuff. Not all your fans will read everything you post and if you are tracking per post interaction, you’ll have a sense of what resonates. Simply repeat it.

Finally, research shows that posting shorter posts, posts with photos, and after hours also works to drive up engagement. It is also important NOT to automate your posting because this gets in the way of interaction because Facebook’s algorithm, Edgerank, tends to hide automated posts from the newsfeed as Mari Smith explains in this thread. See JD Lasica’s post unpacking what Edgerank is and what it means.

7: Recycle, reuse, or repurpose content from other channels

Chop shop
Editorial calendar or inventory

Before running off to create “Facebook” content, it requires a mind shift. Nonprofits need to think of the content they hope to create as expressions of a single bigger idea or theme. Or alternatively, if your organization is starting with something larger, like a research paper or an entire season for a performing arts program, think about how to create smaller chunks of shareable content. Many nonprofits are more used to thinking of content as a single campaign.

Having an ecosystem is also important or a regular schedule or wrapping your content strategy around an editorial calendar. For organizations that museums and performing arts organizations, this is an easy and natural extension of their programming. The part that requires capacity is how an organization can effectively recycle its content. The book warns that it should not be an afterthought, but more intentional and suggests that content be “reimagined.” It’s like leaving bread crumbs in the woods or “atomizing” as Todd Defren describes.

Here’s an example from the Metropolitan Museum of Art. On Facebook, they post an Artwork of the Day which is a simple reimagining of the content on their site about objects in their collection. They’re using the same source material, but reaching difference audiences.

Here’s a spreadsheet that helps you think through your content and an editorial calendar.

8: Build time for learning into the work flow

2-4 hours per week
Metrics Monday

Don’t live on Facebook, it isn’t effective. Design your work flow. Small (15-20 minute) chunks of daily time for implementation (posting content and answering fans) and some concentrated time for planning your monthly editorial calendar of content and engagement. Nutshell Mail can be a useful tool for monitoring responses. You’ll also need to schedule time to collect and analyze your data. Once you have the work flow down, you can do Facebook effectively a couple of hours of week. If you’ve empowered staff and volunteers and cultivated your super fans, you’ll increase your impact with having to do more work.

Set aside an hour a week for learning from your data and reflecting on how to improve.. How Networked Noprofits Use Facebook SMARTly On being a proper human online: Interview with Julien Smith

Today, the Case Foundation is holding a virtual summit on millennial donors. One top-notch speaker will be Julien Smith, who along with Chris Brogan wrote Trust Agents. Julien, a leading voice on social media, graciously agreed to a pre-summit interview with me soon after completing an 800 km walk through Spain. Here’s his advice on navigating the world of new media.

Katya: What is the concept of a trust agent, and why is it important?
Julien: The web is an environment for people and ideas, not companies and nonprofits. Unless you’re a proper human – likeable and with good ideas – it is hard to be successful online. You need to adapt to the fact that this is a social setting, and it is the environment of the future.
Katya: I think some nonprofits feel they get an exception to this rule – that because their mission is just, they can treat social as more of a broadcast medium. What would you say to that?
Julien: The problem is, there are nearly as many nonprofit missions as grains of sand on the beach. People are fatigued with the sheer volume of need, so it’s just not enough to be a good cause. You have to participate as humans in the social environment, which is a trial and error process.
Katya: In terms of this environment and millennials, is it true that most online activity is slactivism that doesn’t yield bigger actions?
Julien: I believe there is a lot of slactivism – and we should be happy about that. The barriers and ease of participating in a cause have been reduced to such a low level that you naturally see more and more action at that level. It needs to be viewed as a form of action, and it has value. It’s up to the nonprofits how to engage from there. My personal attitude is that if people don’t like me and aren’t responding, I’m not doing my job well enough. We need to stop blaming “slactivists” for what they do or don’t do and work on ourselves. Millennials are seeking clarity – the ability to help one idea, one business, one individual in a connected way. That’s why you see the success of Kiva. But so many nonprofits are not like this, and they are obfuscating about what’s really going on.
Katya: How do we begin to change how we approach this work online?
Julien: Be strangers at a party – go out and talk to people. Chris Brogan and I are writing about this now. Sitting on the couch does not lead to massive opportunities. There are no magic answers to spoonfeed here. I just did an 800 km walk in 35 days in Spain, and I can’t articulate that experience for you, just as I can’t fully describe the experience of participating in social media. You have to do out and participate, get your hands dirty, and start getting comfortable. You find the answers when you have that attitude. People who work for nonprofits work hard to do good – similarly, with this form of engagement in social media, you have to do the hard work to achieve the good. On being a proper human online For the past six years I have spent 50 to 60 hours a week utilizing Twitter, Facebook, YouTube, Flickr, MySpace, LinkedIn, and Foursquare to promote nonprofits. I’ve watched the early adopters of MySpace in 2005 propel themselves into the national and international spotlight using social media, and I’ve seen latecomers begin to dabble with Facebook and Twitter just this year. The range of nonprofits using social media and their subsequent levels of commitment vary widely — as do their expertise, implementation and, of course, return on investment.

That said, I have literally “liked,” “followed” and “friended” more than 100,000 nonprofits. The brutal but honest — and hopefully well-received — truth is that the majority of nonprofits are making mistakes on social-networking sites that directly undermine their ROI. It’s sad, really, that so many nonprofits are utilizing social media (with the best of intentions, of course) but not getting the proper training they need. If your nonprofit is making five or more of the 10 mistakes below, odds are that training and a re-examination of your social-media strategy are required.

1. Using a horizontal logo for your avatar

Your nonprofit’s avatar is your visual identity on social-networking sites, and with the exception of LinkedIn Groups, all social-networking sites require a square avatar. Unfortunately, many nonprofits upload horizontal logos to serve as their avatars, resulting in the obvious cropping of the images. Would your nonprofit ever put a cropped, completely wrecked logo in print materials or on its website? Absolutely not! Yet tens, if not hundreds, of thousands of nonprofits every day send messages to their communities on social-networking sites with completely wrecked logos. Craziness!

2. Posting more than one status update a day on Facebook

Everyone seemingly has a different and passionate opinion on this, but in my research and experience posting more than one status update a day on average on Facebook has a negative effect. People either start ignoring your updates because you’re always in their news feed, or they “hide” you altogether. I am a big believer that less is more on Facebook.

3. Not following on a 1:1 ratio on Twitter

If your nonprofit’s objective is to gain a lot of followers on Twitter, then you should follow on a 1:1 ratio. People are much more likely to follow you if they think you will follow them in return, and the more people you follow, the more your nonprofit’s avatar gets spread throughout the Twitterverse. Also, people can’t direct message you on Twitter if you don’t follow them. To many supporters and donors who are trying to direct message you, it’s a bit of a snub when they realize they can’t because you’re not following them in return.

If you don’t want to follow a lot of people on Twitter for fear that the volume of messages will become overwhelming, just organize those you do want to read regularly into Twitter Lists. There are so many benefits to following on a 1:1 ratio, and sadly less than 1 percent of nonprofits on Twitter do.

4. Not applying for YouTube’s Nonprofit Program

YouTube.com/nonprofits. Enough said.

5. Not creating Flickr slideshows to tell your nonprofit’s story

Quite often your nonprofit’s story can be much better told through images. On the Web where people are inundated all day long with lengthy text and messages, a visually compelling slideshow can be a welcome respite from information overload.

6. Not adding social-networking icons to your website

Your supporters and donors now expect your nonprofit at the very least to be on Facebook, and Twitter comes in a close second. If they visit your website and can’t easily find quick links to your social-networking communities, they become frustrated and some even will question your credibility. That said, get those icons on your homepage!

7. Ignoring LinkedIn ‘Company’ pages

LinkedIn recently surpassed 100 million users, and odds are your nonprofit has a Company Page on LinkedIn. Find it, claim it, set it up, and promote it!

8. Not claiming your ‘Places’ pages on Facebook, Foursquare, Gowalla, etc.

If your nonprofit is location-based (zoos, museums, health clinics, food banks, etc.) and you haven’t yet claimed your Facebook Places Page, Foursquare Venue Page and/or Gowalla Spot Page, then your nonprofit is precariously and quickly falling behind. No doubt about it.

9. Posting only (boring) marketing content

Make a donation! Come to our annual gala! Sign our online petition! Make a donation! Like us on Facebook! Follow us on Twitter! Oh yeah, PLEASE make a donation! Blah, blah, blah. Sorry, but it’s the truth. If all your nonprofit does on social-networking sites is marketing, then I guarantee no one is listening and your ROI is next to nil.

10. Not blogging

Blogging is the glue that holds your social-media strategy together. The social Web is driven by fresh content, and if your nonprofit doesn’t regularly publish new content to the Web, you’ll struggle with getting “shared” and “retweeted.” Nonprofits that don’t get shared or retweeted will not do well on the Social Web.

That said, publishing news articles to your website doesn’t have the same credibility or positive effect as blogging does because donors and supporters usually cannot comment or participate on those news stories — the content is static. Blogging is the original social media, and not blogging is one of the biggest mistakes a nonprofit can make today on the Social Web.

Finally, if strategically designed, your blog will grow your e-newsletter list and communities on social-networking sites faster than any other tool available today. Seriously. Blogging is the missing piece in most social-media campaigns. 10 Common Mistakes With all the discussion around social media, content, and commerce circling around, I often find one very crucial part of the conversation absent - the discussion about community management.

Often thought of as a role for an intern or junior employee, community management is a misunderstood and sometimes undervalued aspect of social media and digital marketing. It is content and community management interwoven together in a cohesive strategic approach that drives engagement and digital marketing success.

It's important to consider that community management is more than simply posting content and replies to consumers online - it requires a sophisticated "art meets science" approach that leverages data and insights to fuel real-time decisions and adaptive engagement strategy.

Amanda Peters, senior audience manager within iCrossing's Live Media Studio, defines community management as "the practice of Building, Engaging and Amplifying customer segments, including current customers, prospects and influencers, to drive measurable marketing results." Peters further explains that successful social media programs depend on active participation in the digital dialogue and fostering relationships with audiences. As a result, audience management leads to:

Increased brand awareness
Visibility and referral traffic
Higher brand affinity and brand recall
Increased traffic and sales
Measurable word-of-mouth
Customer loyalty and deeper relationships
Product development and innovation
Long-term customer relationship management

When defining an approach to community management, start with your objectives. Are your goals to reach new customers? Solve for customer service issues and reduce calls to the call center? Drive sales? After defining objectives, a research phase should focus on answering key questions about your audience segments that will guide the development of your content and community management approach:

Who is the audience?
How large is the audience?
Who qualifies? Why?
What characteristics do they share?
What do they care about?
What do they talk about?
Who do they talk to?
How do they interact?
Where are they currently active online?
How do you contact/intercept them?

Your community manager should go through intensive brand immersion, to truly understand the voice of the brand. It is also recommended that your community manager be familiar with WOMMA's code of ethics, which focuses on three pillars for engagement:

Honesty of relationships: Always identify the company you are representing.
Honesty of opinion: Say what you believe.
Honesty of identity: Never lie about who you are.

Additionally, a community manager should have a toolkit consisting of a robust community governance and escalation policy, a listening platform (such as Radian6 or BuzzMetrics), access to your marketing performance data (e.g., display data, search data), and a monthly master content and engagement calendar that is updated and optimized based on cross-channel performance data and insights. It's important that your community manager is an embedded part of your digital marketing team, and that they have access to cross-channel insights in order to better understand opportunities for engagement. Remember, your community manager's input is valuable to the rest of your marketing organization, and should have the opportunity to regularly share their knowledge of your brand's consumers to the larger marketing team so that these inputs may help inform strategic marketing decisions.

When community managers are well-equipped and leverage a holistic view of marketing goals and performance to inform their engagement activities, you get results. In one example, a financial services brand significantly increased customer advocacy, traffic, and visibility and drove deposits from measurable word-of-mouth based on a strategically crafted content and community management strategy as the core element of their overall social media and digital marketing program.

Community management is a skill that requires discipline and cultivation - remember, the voice of your brand is in the hands of your community manager. Having a clearly defined strategic roadmap and set of processes and practices defined for community management is key to driving digital success. Twitter
Instant, real time
Lively conversation
Can be targeted (through hashtags)
Less widespread, but continued rapid growth YouTube
Powerful distribution system
Integrate with other channels
youtube.com/nonprofits LinkedIn
Opportunity for outreach, esp. to professional audiences Wiki
Development of statements or policy proposals Tumblr
Blogging platform optimized for multimedia
Rapid growth among youth and young adults

Dominate platform for blog-based sites DougTindal We want to influence:
[factor or condition] A in [direction] X
[factor or condition] B in [direction] Y
[factor or condition] C in [direction] Z Katya: I think some nonprofits feel they get an exception to this rule – that because their mission is just, they can treat social as more of a broadcast medium. What would you say to that?
Julien: The problem is, there are nearly as many nonprofit missions as grains of sand on the beach. People are fatigued with the sheer volume of need, so it’s just not enough to be a good cause. You have to participate as humans in the social environment
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