 When considering social, you do not need a social media strategy. A social media strategy is irrelevant if you're doing the proper thing. What you do need is a business strategy that includes social. This is a mistake that people make where they divide off what they're doing in social as some sort of separate thing that's done over there by that department. And it's not something that's done by all of us together. The interesting part about social media is how fundamental it is changing businesses. It's changing not just the way that we engage with consumers, but the way that employees engage with one another. The way that we used to be able to divide things off with a hotel having the restaurant, the customer relations person and the general manager. Now all of those roles are mixed and you're going to be having to get all of those people engaging on social. Nobody goes to a Facebook page thinking, oh, this is the communications department of the company, not the customer complaint department. Therefore, I'm not going to put a complaint on the Facebook page. They put a complaint on the Facebook page. All of which goes to say you do not want to make that a separate part of your strategy. You want to have social built into the full strategy and think of it in a holistic manner rather than as some weird separate thing. And when you start doing that, when you start thinking about what are the business problems you're trying to solve with social, you really take a different attitude to it and you really build out something that is of much greater value.