 If broad advertising is about emotions that appeal to many people, one of the keys to social media is finding a way to engage with people almost on an individual, targeted basis. Part of that is being able to speak to a tribe of people or build out a community of people who have specific interests. And what we've found is that if you try to connect with everyone, you'll connect with no one. The only way to do that is find people who have like interests, concerns or passions, connect with them, build a tighter community and then reach out for that secondary, tertiary connection to get a larger movement going. And this element of notion or of tribe and community has a lot of resonance and helps really kickstart something that can then have the potential to be something much bigger than a small event that goes unnoticed. Once you have those passionate individuals involved who really care about the issue and the topic, it really makes a huge difference. So focus on who those tribes are. Try and think about who you can target both on an individual basis but also more broadly which kinds of tribes will it resonate with.