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Why Social Media Is a Better Investment than SEO

Posted By Guest Blogger 8th of November 2010 Blog Promotion 0 Comments

This guest post is by Gary Arndt of Everything-Everywhere.com

As a blogger, you probably do not have the luxury of having a staff of people to work for you. As such, your time is very valuable and you need to spend it where it will do the most good. We have reached a point in late 2010 where the work required to generate traffic for a normal blog via search engines is much greater than that required to generate an equal amount of traffic via social media.

My thesis is simple: for the majority of bloggers, the time and effort invested on social media is better spent than time spent on SEO.

This post will probably generate controversy. There are an army of people out there who make a living selling SEO products and services. To use an old adage, when you only tool is a hammer, every problem is a nail. To them, SEO is the beginning and end of traffic generation.

To be sure, search engines do drive a lot of traffic, however, with the increasing pollution of search engines with content farms, Google’s love of big brands/big media, and the increasing amount of work required to rank for ever longer keywords, SEO is no longer worth the effort for most bloggers.

The power of brands

Google loves brands. The reasoning behind this actually makes some sense. An easy solution to the problem of spam websites was for Google to give extra authority to sites that have large, established brands. This doesn’t bode well for bloggers, however.

To given you an example of how much authority brands are given, several months ago I conducted an experiment. I had an article that I had done some link building on. After several months the article ranked #3 for the keyword I was targeting (behind two large media properties). I had an opportunity to put some content on the website of a very large media brand. I put that article, word for word, on their site to see how they would rank for the exact same keyword. Within an hour, they were ranked at #4, just behind my original article. In a day, they were ranked above me, even though the same content had been on my site for months and I had gone through the effort to do link building.

I realize there is a new content bonus that Google will give articles for a while, but the fact they were able to rank so high, so quickly, even against a previously indexed article with links, shows just how much the deck is stacked against blogs. Google can’t easily tell the difference a legitimate blog from a made for Adsense spam site. If they could, there would be no spam.

If you are in a niche that doesn’t have a large traditional media presence (niches like Internet marketing, SEO, or social media) you might not notice this because there is little media competition. However, if you are in a niche with a large traditional media presence (like travel, politics, news, sports, or food) you might see on a regular basis how difficult it can be.

Brand vs. individual authority

You might think that Darren Rowse has a great deal of authority on the subject of blogging. You would be correct. However, in the eyes of Google, Darren doesn’t have any authority; ProBlogger.net does. This is a fundamental problem with how Google works. People invest trust and authority in other people while Google puts authority in URL’s.

As a thought experiment, lets say Darren sold ProBlogger.net and started up a new blog called The-Blogging-Pro.info (a horrible domain name, but just stay with me). Everyone who reads this site, subscribes to the newsletter or follows Darren on Twitter would know to now go to the new site to get Darren’s advice on blogging. The authority that Darren has developed over the years would stay with him, even if he moved to a new domain. Google, however, would still put its trust and authority in ProBlogger.net, even though the real authority has moved to a different domain.

Social media solves the authority dilemma. You know who is authoritative and isn’t. I often ask people how many people they can name who have written an article for National Geographic in its 122-year history. Most people can’t name a single person. Yet, if I ask them who is behind their favorite blogs, almost everyone can give me a name. We trust the New York Times or National Geographic because of the reputation the brand has developed over the years. Even if the author of a given article knows nothing about the subject (which does happen), they are assumed to be authoritative just because of the brand they are writing under.

Writers will usually give a list of the publications they have written for as their credentials. Their authority is a second hand authority derived from the publications they have written for. (“I am a successful author because I have written for large, successful publications.”)

Blogger authority is first hand authority. It comes directly from the reputation they have developed over time from their audience.

The power of individuals

The fact that people know who bloggers are is exactly the reason why blogs have a comparative advantage in social media. The New York Times Twitter account might have millions of followers, but they can never do more than pump out links to articles. It can’t have a conversation, talk or listen. If it did, who would be the one doing the talking on behalf of the brand?

The part of social media that actually builds trust and authority is totally absent from most large media properties. They are simply not able to engage in a conversation as a brand. Some companies like ESPN have banned their staff from using Twitter precisely because they didn’t want their employees to develop their own authority outside if the network. If they did, they’d become too valuable and they would have too much leverage when it came time to negotiate contracts.

Bloggers have the ability to do an end run around traditional media precisely because we are capable of having a conversation. That is something a faceless brand can never do.

SEO is time consuming

Critics of this article might point out that if you just worked harder, you could rank for anything you want. They are probably right. It isn’t a question of what is possible. It is a question of the return on your investment. The concept of time ROI is absent from almost any discussion on SEO.

As I stated above, the deck is stacked against the little guy in SEO. Google loves brands and can’t associate authority with individuals. To just keep pace with media brands, you have to put in much more work. The New York Times doesn’t have to bother with link building. You do. That alone should tell you how fair the playing field is.

Bloggers have a comparative advantage in social media. We can appeal to human notions of authority, not algorithmic notions. We can have discussions and conversations, and brands can’t do that. Moreover, it isn’t hard to do. All you have to do is talk and most of you are probably doing that now.

Already you are seeing a shift in some media outlets to superstar journalists. What is happening is the same thing you are seeing in the blogging world. People are putting their trust and authority into people, not the brands they work for. It will only be a matter of time before the superstar journalists realize they don’t need their media masters anymore.

Writing for humans vs. writing for machines

Despite what Google says, the key to good SEO isn’t writing for good content for people. This is a bald-faced lie which anyone who has spent time trying to rank for a keyword knows. Human beings enjoy alliteration, puns, jokes and other forms of word play, which are totally lost on an algorithm. What makes for a good article from a content farm is exactly the thing, which you should not do if you want to covert readers into subscribers. Content created with SEO in mind is more often than not fun to read.

Google’s original rational for the “create good content” argument was that people would naturally link to good content. That is no longer true. People share good content on Twitter and Facebook, which is either closed to Google, labeled as “nofollow”, or doesn’t have anchor text. The world Serge and Brin wrote their seminal paper for in the 1990’s doesn’t exist today.

Traffic as a means vs. traffic as an end

Newspapers have developed an obsession with visits and page views. Many bloggers have the same problem as well. They view raw traffic as the end game because they view the world though an advertising model. Under this paradigm, the more traffic you have the better, regardless how you get it or for what reason, because it will lead to more ad clicks.

Many bloggers have wised up to the fact that advertising isn’t the best way to make money. CPM rates keep falling and will keep falling so long as ad inventory grows faster than online advertising budgets. It has reached a point where to make money via advertising you have to either have an enormous media property or have an incredibly targeted site devoted to a very niche keyword.

Most blogs don’t fit into either category. They don’t have millions of page views per month, and they don’t niche themselves into talking about only instant coffee makers. In this middle space, what matters aren’t raw page views to generate advertising revenue. What matters is growing a loyal following of people who view you as authoritative in your area.

In this model, traffic is just a means to an end, not an end in itself. The real end is getting traffic to convert to subscribers and loyal followers. You will be more likely to get a follower from someone who views you as having authority rather than someone who is just looking for bit of information with no idea of who you are.


Google changes their algorithm all the time. There are companies who have been destroyed by changes made at Google. Fortunes rise and fall based on how Google decides to rank sites. A major question you have to ask yourself is “how dependent do I want to be on Google?”

All the hard work you put into SEO can be destroyed, or at least significantly altered, but changes at Google. Authority and reputation with other people, however, doesn’t change on a whim.

Also, knowing that Google is going to change in the future, in what direction do you think it is going to change? My bet would be towards a greater reliance on social media and less reliance on links. I’m sure there are engineers at Google right now trying to figure out how to translate the authority and trust that individuals have into their search results.

Choose social media for greater ROI

I am not saying you should block Google from indexing your site. I am not saying search engine traffic is bad. In fact, there are blogs out there that would be best served by an SEO strategy.

What I am saying is that outside of a few things you can do in the creation of your blog, don’t worry about SEO. Make sure your permalinks make sense, create a site map, install the appropriate plugins … and then stop worrying about it.

Invest your time where it will give you the highest return. Today, I believe that place is in social media. Do you? I’d love to hear your thoughts in the comments.

Since March 2007, Gary has blogged from over 70 countries at Everything-Everywhere.com. He was also named by Time Magazine as one of the 25 Best Blogs of 2010.

UPDATE: Darren has added his thougths on the SEO vs Social Media debate here.

About Guest Blogger
This post was written by a guest contributor. Please see their details in the post above.
  1. Christine says: 11/09/2010 at 11:54 am

    Intriguing article, with lots of good stuff to ponder. But I wonder if your take on SEO would be any different if your blog had more text, as opposed to being so image driven?

  2. What a great article! You hit on some very key points that a lot of people have been missing for a while.

    I wouldn’t be too concerned about Google though. I even wouldn’t be concerned about social such as Twitter and Facebook although they are the ‘up and comers’.

    Consumer internet companies have ridiculous amounts of high growth AND high anti-growth in their later years. Google was nothing ten years ago. Facebook was nothing 5. The IT world has no other comparison when it comes to business — what might be practical today will be obsolete tomorrow. This is the game you play though.

    Once again, great article!

  3. The article highlights the need to include Social Media as part of your overall strategy. Ignore SEO at your peril though.

  4. To be honest, I’ve had most success with Social Media than any other forms of marketing for my blog.

    Twitter in particular has proven to provide a nice stead stream of traffic.

    The re tweet feature is a fabulous method to spread ‘word-of-mouth’ marketing of your website.

    It’s a matter of continuous human involvement. Reply. Converse. Advertise. Give best wishes. NO ROBOT ACTIVITY (lol).

    People like people with real and inspirational stories, not show-offs or robots that force material down reader’s throats (or ears or eyes…)

  5. You raise some good points but I do feel that your blog title should be “Why Social Media Is a Better Investment than SEO for BLOGS”.

    There are a few points “with the increasing pollution of search engines with content farms…” … content farms usually do not rank very well and when they do it is short lived… you cannot mark this as a factor as this is less than 1% of quality search results.

    While social media is a vital factor for any blogger, onsite-optimisation and link building will always dominate and get you ahead of the competition.

    You point on brands is accurate, however the majority of sites and companies have no brand therefore the market you are talking about is few and far between. If you are a company selling a brand that belongs to someone else then yes Google should give them preference to dominate under “their” brand.. this is to enhance quality,

    SEO is far more than just on-site optimisation. And SEO companies that have followed the Google guidelines from the start have never had their results “destroyed”. In the last 10 years I am yet to have a client plummet in any results.

    To rely 100% on social media is foolish. Bring any site you want, use only social media and see how much traffic and conversions you get. Social Media has a much higher bounce rate than organic searches. Social media is also short lived. SEO is crucial and not all of us take hours to do SEO. I would say the majority of time wasted is on social media as having a profile on just one social media platform just does not cut it. I can however say that I can do only SEO on a site and the results, traffic and bounce rate will be much better than if I did only SMO.

    Having said this I do believe that SMO is as crucial as SEO to get natural back links to enhance your organic results

  6. Yes Social media is one of the best way for increasing site traffic. But SEO is also helpful for best results.

  7. Very perceptive post. I think your concluding paragraph gets to the crux of the problem: It depends on the objective of the site.

    Traffic is one thing if you’re selling widgets but loyalty maybe more important for someone that blogs.

    Ultimately if you have an ill defined approach to social media or SEO your site will suffer.

    I don’t think the two are mutually exclusive rather it getting the balance right and in tune with the site goals that adds real value.

  8. Hi Gary,
    I think some basic SEO on your blog is usually enough. Followers of Blogs come from them liking you as a blogger.
    Now niche blogs need good SEO. If you have 10 keywords with around 1000-3000 searches a month, a good bit of SEO will help you to rank for these keywords.
    But establishing yourself as you and Darren have requires work and dedication, as you correctly said people follow people. You can’t relate to a faceless website, well I can’t anyway.
    Great article. Google will recognize social media, they have know choice. If they do it will be the end of google as we know it.
    Imagine if Facebook started a search engine through their site, it would blow google out of the water overnight.

  9. Nice post to generate backlinks and traffic using “the controversy hook”. Great piece of link bait.

  10. Where is the data? Show me the data then we can talk.

  11. Completely agree with you. SMO is new and up and coming. Companies are starting to realize the importance of this traffic source to strengthen brand awareness and to gain valuable links through the seeding of content to the social networks.

  12. SEO is important, especially if you have an e-commerce store, but social media is unavoidable.

    I’ve been doing SEO on my site for months and I can tell you this *SEO has made me stupid*

    I could have engineered some really creative campaigns and reached out to people via social media and could have gotten way more traffic than I’m getting now via SEO. SEO is crucial and once you’re ranked, you can retain it with minimal effort (usually).

    Smart people use social media to incite and invite links to their site. For example, I created a list of the “coolest coffee sites ever” and got a link and a Tweet from Guy Kawasaki, resulting in thousands of visitors to my site. This also generated links to my site. It’s important to do a lot of that kind of thing.

  13. Brilliant !

  14. FMJohnson says: 11/10/2010 at 9:32 am

    “Human beings enjoy alliteration, puns, jokes and other forms of word play, which are totally lost on an algorithm… Content created with SEO in mind is more often than not fun to read.”

    Shouldn’t that last sentence be, “Content created with SEO in mind is more often than not not fun to read.” (Or, “Content created with SEO in mind is, more often than not, not fun to read.”

  15. easy to say with a PR 6 (Page Rank) ;)

  16. Great Article. I am not sure yet that it is a better investment than SEO, I think that both complement each other. Seo is still the priority in my company (maybe because of the target?) BUT I know that this may be real in a couple of years…

  17. I absolutely agree with this post. One of the most successful bloggers out there, Leo Babauta, says he doesn’t “mess with” SEO.

    True connection is so much more powerful than anything robots can do, including Google’s bots.

  18. I love this post. I write for my audience and not for the robots. Yes I use some keyword but mostly in my titles and even then I don’t do that all the time.

    I want people not robots to read my information because it is for them that i write my content.

    SEO is a long tedious process that as a work at mother who homeschools and does ministry, I don’t have the time and effort to put into.

    Thanks again!

  19. Great article.
    SEO in some ways acts as the old media, TV and Radio, by giving us information that might be pertinent but doesn’t engage. We see hundreds of banners, tv ads etc… all competing for a call to action, it all become blurry, it becomes noise.

    We make decisions because someone told us or because we have convinced ourself we need something.

    As said authority is the key, just like in your circle of friends, when confronted with choice you ask.

  20. What seems to be underplayed here is how much the authority which is built by way of social media translates into SEO. I am pretty sure that since I have never swapped, requested, purchased, or even asked people to link to my blog, somehow that social media starts to look a whole lot like an asset to my SEO.

    So which one really does matter more? I think that would be like trying to pick chicken poo out of toothpaste. If you want fresh breath, sometimes you just have to take a little poo on your brush in both areas. With a nice brilliant smile and fresh breath, kiss me and I may tell you the rest. ;-)

  21. Thanks for your article Gary. Now that my on line selling is producing regular sales I have ventured into blogging. In the past it has been a casual affair but now I feel a real desire to become successful at it. What you are discussing makes a great deal of sense to me. I guess I have sub consciously been doing much the same since I started. Thanks for the validation!

  22. NOTHING is 100% accurate and correct.

    Thanks for the experiment but we need to see valid case studies to make any quasi permanent decisions.

    Your article is needed but the whole modern world is chock full of fresh BS.

  23. For me social media & SEO both are important. Social media i use when i have to derive some traffic to my article like i am active on digg, stumbleupon, mixx etc. & once i write any latest news to well researched article then i submit it to social bookmarking website to get some traffic & once my post hit the home page i get lots of traffic for that post. When it comes to seo i have created few external pages just to get ranking in google & i optimize those pages for google only.. so i recommend both are important & we should work on both together….

  24. Interesting article. I agree with those commenters who think your distinction between SEO and SM is too hard and fast. I also agree with those who have pointed out that SM is not any “easier” than SEO. Also the ROI from SM is much more difficult to quantify, as far as I am concerned.

    With regard to “brand vs individual” this is actually one of my beefs with SM. If what you say about SEO is correct (namely, that “brands” have priority over “individuals”), then I see that as a potentially valuable thing. The internet world is full of individual “entrepreneurs” who have not yet gotten to the point of thinking of their business as a “company”. It is just them doing stuff.

    This seems like a shortcoming – at least inn many cases – and possibly a lack of vision. It is true that many have beome “online entrepreneurs” because they don’t like the usual corporate straightjacket. But working on your own in your bedroom or basement is a pretty limited concept for a business. Most successful entrepreneurs in the real world come to realize that they have to grow beyond themselves and establish a corporate identity for the company that is independent of one or two key individuals. Otherwise the company has little value of its own.

    Your example of Darren Rowse shows, if a company’s identity is completely wrapped up in an individual it basically has no future. As soon as that key individual loses interest, gets seriously sick, or moves on to something else the little enterprise is basically dead in the water. Not an appealing prospect for employees, partners, associates, etc.

    In many cases, one objective of building a company should be to make it bigger than yourself, and Social Media makes it hard(er) to do that.

  25. This is the most ridiculous thing i have ever read. One is ‘Better’ than the other people, they go hand in hand. They are not mutually exclusive. Building your brand through social media and using SEO tactics are completely overlapping and a harmonious way to build exposure. SEO is the behind the scenes part of building a brand and social media is the face of it. You cant have one without the other if you plan to be successful and stick around for a while. The reason people say SEO is less important is because they do not understand how it works.

  26. Do you have any specific analytical metrics that consistently demonstrate a higher ROI using social media versus SEO?

  27. A very fine post, Gary. You gave a great explanation of the derivation of authority from institutions rather than from people. Except for a brief check of the local news at my hometown newspaper, I rarely log on to a publication. I’m much more likely check a “curated” site like Real Clear Politics and read the writers who I think have authority.

    So people like to follow people, while Google is obliged to follow institutions. Your premise is more than just a great tip for promoting blogs. It’s a really important observation on the state of media.


  28. Completely agree. As a blogger you have many more important things to think about. Concentrate on the content and the (social media) engagement.

    Social media is the new ROI.

  29. I meant to say that Social Media is the New SEO ;-)

  30. Why are we separating blogging from other social media platforms? To me, it’s just one component of many out there.

    • I completely agree! Social media platforms are social media platforms no matter what. It is easy to build SEO tactics into your blog if you understand what SEO is. And these are tactics that are easy to do and can be done across all platforms, whether its a blog or something else.

  31. What a thought provoking article. My take is that we need both SM and SEO. Each has its part to play in our overall IM success.

  32. I agree it’s more and more hard to get ranked especially for new websites, the solution for those websites is social media
    and it’s far more fun and easy to do than seo.
    This is exactly what I do and I enjoy it

  33. A fully informed article. It changed my mindset of promoting blogs. Thanks.

  34. This was great food for thought. I always think about how businesses “sell” in the non-Internet world: through a courting ritual where businesses are building relationships with potential customers. Social media allows businesses to build trust online, which is very valuable. Also, you don’t want to rely so much on Google that your online marketing strategy would crumble without it.

  35. I would add that Google services consumers as well, and does much to monitor the quality and relevance of content they supply in search results. Their algorithms do not simply serve the corporate machine. They are much calculated according to the whims and demands of consumers. To throw out SEO research and strategy all together is both premature and presumptive. I agree it depends on the client, the niche, many factors. Over and over again online media fails large, strategic firms, who are in the late adapting category of the newer media types. I am for a more balanced approach: conduct your keyword research (which reflects consumer response) and create a site, blog, or what is appropriate, that meets the business needs of the client and the information needs of the user. I don’t think either eliminate thoughtful, balanced, SEO.

  36. You mention that “SEO is time consuming”, but any marketing strategy done right requires a substantial time investment.

    I would argue that social media is infinitely more time consuming, since most folks do it without a clear strategy or discipline. Without those two things, “social media marketing” is somewhat like spamming yourself because you have to scroll through a lot of minutia to find a few nuggets that you can use.

    SEO is almost always done with a purpose, whereas, social media is often done because it’s an endorphin producing activity and folks are hooked on. It’s fun and people can rationalize the time spent as “marketing”.

    If I only have one-hour to spend on marketing, I would rather spend it creating back links than trolling through updates about what people are eating and the seemingly endless stream of (copy/pasted) famous quotes.

  37. Great article and absolutely true. I hope this article finds all the right people that are deterred from blogging because they aren’t familiar w/ SEO. We all need to be focused on being our authentic selves and creating content our readers will ENJOY. As a Social Media Management company, we do offer SEO, but its nice to know that our focus is accurate…

  38. An excellent article, thanks for that.

    Definately food for thought with regard to the best promotion method for blogs and websites in general, it has certainly given me something to think about this weekend.

  39. We sell a variety of Internet marketing services to folks in the multifamily industry (i.e. apartment owners), including a social media service. I also use a variety of Internet marketing tools to market my own Internet Listing Service. In my experience, if I fully cost my social media investment (including the cost of my time) the ROI isn’t even close to what our SEO efforts yield. The biggest ROI we have using social media is as an SEO tool.

    I think social media has a lot of potential, but at least right now, it’s more about retaining customers than getting new ones in the multifamily industry (and it’s too early to measure social media’s impact on retention).

  40. Thanks for the excellent post. SEO is extremely time consuming, and Google…. I just do not know what they will do next in their algorithm changes. One of my niches I blog in has a lot of .edu, .gov, and .org in their domains. This is extremely frustrating.

    I believe that social media and SEO are great partners, however, and I do believe that using both to our advantage and will give us the greatest results.

  41. It seems to me that SEO gets your business on the list, social media gets your customers to make time to come see you.

    So, what do you want – to be seen or visited? In terms of Myrtle Beach, SC – where we have a population that swells from 200,000 to 14 million over 140 days – we need our businesses to not only be on the list but be the one place potential customers DO go see, in that short period of time folks get off the beach!

    For us, we have no choice but to do both SEO and Social Media… no matter the enormity of the endeavor!!

  42. Superb & thought provokng article. At Saucy Horse video we believe the SEO benefits of video content on home pages and social media platforms are very well worth exploring for most of our customers rather than ongoing SEO budgets. Our social media arm however have plenty of case studies and metrics showing that you are ostensibly correct about the returns – one vs the other – and personally I am very excited by the fact that the search engines, Google included, are giving high ranking to social media activity via Twitter, Facebook, LinkedIn, YouTube etc over other “traditional” sources. Thanks again for this piece – you have reinforced the way we are thinking now!

  43. Fail. Very narrow-minded and self-serving view point. The most important long-term factor (and most time consuming) in SEO is content generation, therefore you are contradicting yourself. Ignoring the search engine accessibility side is simply foolish. You are talking about the SEO landscape as it was years ago. Content farms are not really increasing, they are disappearing, at least from the relevant SERPs. Google is eliminating them from ranking high.

  44. Social media work is a lot harder if you are a hobby blogger and/or have a full time job besides the online work. There’s just not enough time in the day to do this really well on a part-time basis (imo)

    I see it like this:

    But in good times SEO can be quite evil and turn on you with a little shift and PR change you have no control and lead you to bad times. However, in bad times and SME .. your friends will usually take you back with open arms if you let them and can bring you back to good times. It’s a vicious circle. Sometimes I get off the circle and just wait until it comes back again on its own.

  45. SEO and Social Media are a perfect marriage and blend together very well.

    Today’s SEO is not about pleasing Google, but instead writing informative real subjet matter and enough of it to be relative in the new digital world. An SEO master can create a site architecture, that when populated with good writing along with inbound and outbound links from your Social properties, will create a powerful combination. Web analytics have proven to be the strongest measurement of real product level engagement from our social strategies.
    It’s still all about sales ROI and if you are not measuring your product engagement from social and SEO how do you really know how effective your online properties are?
    Combining the two has proven highly effective for us for product engagement which has driven much higher sales.

    Do you know what your product engagement level is?

  46. Darren, I like the way you brought out some of the blind-spots that often occur with online marketing. There are so many ways to market online – this can bring confusion and lack of direction at times. I would say I prioritize social media first and then SEO. SEO is a broad subject but only a few placements. In Social media, there are even more options if you just look for the right click you need with your customers. – Thanks

  47. I do not agree with you. SEO is an investment for long term and that could bring users without actual work ( after you acheive the first position). In social media you have to work everyday to keep a steady amount of traffic

  48. Any article that generates this amount of thoughtful commenting is more valuable than the comments themselves – the perceptions and perspectives that were drawn out would not have been, if it had not been for this article.

    Thank you – I’ve evolved.


  49. @ Roger – The only tricky situation in social marketing is finding that niche .. @ Mary – SEO is a long term investment but there are more dedicated customers in niche marketing like Social Media. You can get hundreds of hits but doesnt always necessary convert to sales.
    I think web marketing is about keeping up with all the different mixes of the marketing cannels available. You cant really rely on one.. You need SEO and your need social media.

  50. This is an excellent conversation to have right now. The post would be better served with a good solid proof-read though; there are several errors and typos peppered throughout the body of the essay, and this, I believe, takes significant power away from the thrust of it all.
    I don’t mean to come off as an officer of the Grammar Police but I recommend going through the article carefully again, correcting the mistakes and republishing it. It’s only because I care!
    Thank you very much for the valuable ideas in any event!


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