I've written about this before and I hope I never have to write about it again. Unfortunately, this past week at Digital Dealer proved to me that more companies are pushing the concept of having the dealership present on 50+ social networks.

Let's get beyond the argument that they're not useful. As I've said before, many used to sell SEO by saying that they'd get dealers listed on thousands of search engines. The same holds true in social. There are only 7 social sites that truly matter to a business today.

What's more important to understand is that getting on all of these social sites is not only useless, it's detrimental. Here's why:

If You Have Them, Be Active On Them

What's worse than when a potential customer doesn't find you on their favorite obscure social network? When they do find you on their favorite obscure social network and you haven't been active in a year. Believe it or not, it's insulting to some people.

Still, that's what's happening. Dealers are buying into these bulk social media products and finding that their vendor is creating these accounts. They might even post some things to them. In most cases that I've seen, they're either putting them on an automated feed or not posting to them at all after a certain period of time (the first week?).

So here you are with dozens of social network profiles floating out there. Are they really being monitored? You don't know. What happens if you cancel with that vendor? Are you going to start monitoring them? What happens if you have, say, a Tumblr account branded to your dealerships name and you and/or your vendor stops posting to it and monitoring it. Someone comes along and starts posting their spam links to the page, perhaps links to their favority Viagra site, multi-level marketing scheme, or porn. You get the picture.

If you're going to build it, put the effort into keeping it up. If you're going to have a vendor build it, they certainly better be spending the time and resources to keep it active and monitoried. You don't want it to get hijacked by a porn spammer with your dealership's name attached, which leads me to my next point...

Don't Pay to Reach Nobody

That's what's happening. If you're paying to get onto these 50+ social networks, you're paying to reach literally nobody. Some of the profiles that they get you on have zero chance of ever being useful. Why would you pay for a package that includes worthless profiles (that will go dormant at some point and potentially become spam havens under your name?).

Here's the worst part. Many of these profiles can't even be found under direct searches such as "[Dealership Name] Profile/Page". The pitch is that they will help with search. The reality is that the only chance they have to appear in search is if a spammer comes along, posts their links, then optimizes the profile so that people can find it.

It's either worthwhile (why would it be part of a product and not be worthwhile?) or it shouldn't be draining the resources of the vendor you're paying for social media (in which case, are you simply buying fluff?). There's no in-between.

It's Just Dishonest

If the companies who are selling this product realize that these profiles are worthless, why are they selling it to you? If they don't realize that they're worthless, why are they claiming to be social media experts?

The truth of the matter is this: they know they're worthless. They also know that "50+ social networks" sounds a lot better than "4 primary social networks" when they're delivering a sales pitch. That's all it is. It's fluff for the pitch.

100% of the attention of a proper automotive social media service should be focused on Facebook, Twitter, Google+, and Pinterest. YouTube, LinkedIn, Foursquare, and the other major social sites are best controlled by the dealership at the local level. That's all there is to it and I'd happily debate any vendor who says otherwise.

Don't fall for fluff.

For years, the acquisition of a bigger, “better” Facebook page has been a focus of many in the social media marketing realm. There are companies that are dedicated to the task. The reality now (and for a long time, actually) is that fan acquisition for business Facebook pages is such a minor piece of the puzzle that it’s something most businesses should push to the back burner. It’s not that you don’t need them at all, but the success of a Facebook page is determined by reach and fans are only a small part of the equation.

When someone likes a page, they have the potential of seeing your posts. For better or for worse, Facebook has made it challenging for the majority of your fans to actually see your posts on their news feed. They have to really, really like your posts a lot for them to appear on their news feed without help, which causes a chicken and egg conundrum. They have to see your posts to be able to like, share, or comment on them, but they need to like, share, or comment on them before they start seeing them in their news feed, at least organically.

This is where Facebook ads come into play, but there are distinct challenges there as well. Those who discover the reach potential of Facebook ads often make the mistake of promoting the wrong content. It’s not just about posting the “fun” stuff naturally and using Facebook ads to boost the promotional content. That is only effective until the content starts getting negative feedback. Remember, every time someone is presented with the content and chooses not to interact with it, that’s a bad thing.

A common series of events with Facebook ads looks like this:

1. A user tries Facebook ads for the first time and their reach explodes for very little money spent.
2. The content wasn’t super-viral and while it gets more interactions than most of the page’s content, it doesn’t do well in relation to the people it reached.
3. Over time, the Facebook ad budget starts to yield reduced results. Hundreds of thousands reached becomes tens of thousands, then thousands.
4. Budgets go up but engagement and reach stay stagnant.

Play the ad game the right way with EdgeRank in mind. That’s an entire other post. For now, let’s get back to reach versus fans.

Here’s an example of an above-average car dealer’s Facebook reach statistics:

In this example, you see that they’ve done a pretty good job of keeping it local. They have a page for their dealership in the Los Angeles area with around 4K fans. They post good, engaging content regularly. Their reach isn’t bad for an organic-only strategy.

Here’s an example of how a properly managed Facebook page should look for a local business. In this case, it’s a car dealership in Waynesville, NC:

The targeting is hyper-localized. They’re getting almost all of their views and engagement from within a 50-mile radius and the vast majority within a 20-mile radius.

They have around 700 fans.

Getting fans is important, but it’s only important in that it helps to expand a page’s reach. It isn’t who likes your page. It’s who sees the posts. The more people you can get to see your posts, the more effective your social media campaigns can be. Fans are part of it. Ads are part of it. Content is part of it. Putting together the exact right mix of the three is one of the biggest keys to success.

In the early days of search engine optimization, the pitch that many companies used was very appealing. “We’ll get you listed on thousands of search engines so that everyone can find you.”

Today, this seems like a ludicrous statement. There’s only three real search engines that account for 97% of the search traffic and it’s been like that for some time, but back as recently as 2008, many companies were still pushing automated search engine submission as their primary selling point for search engine optimization. The same thing is happening today, only with social media.

There are companies out there promoting the concept of building and maintain profiles on dozens of social media sites. This is a joke on many levels. First, the majority of social media sites are not profile-driven. In other words, having a presence on them is only somewhat useful based on high levels of activity on the feeds and interactions with other users. The profiles of individual businesses themselves are never seen, never show up in search, and not viewed from the site itself. Second, any time a profile is associated with lightly trafficked social sites, there’s an additional chance of failure. Smaller sites get hacked. They go dormant. They get shuttered. There’s no good reason to have these sites because of the potential negatives associated with them.

The most important reason to dismiss these sites is that they’re simply padding. Businesses often like bulk. They like knowing that they have all of their bases covered. Unfortunately, the majority of social media sites out there are simply not bases that need to be covered. Why pay to have a presence someplace that is useless? It’s just fluff. It’s filler. It’s a way to say, “look, you get more out of our social media service because we give you dozens of social sites!”

There are four must-have social media profiles for the sake of engagement and three others that are relevant for different reasons. That’s it. The rest is just part of a sales pitch.

Facebook, Twitter, Google+, and Pinterest

These sites are necessary components of social media marketing for just about any business. They are where the action is currently happening. They bring value from a search perspective and are well-visited by people when they search for businesses by name because they actually have a chance of ranking.

Most importantly, there’s engagement potential. Properly managed, these four sites are where 99% of the social interactions can occur. It is a focused strategy that does not look at fluff as a primary sales tool and focuses on the things that actually matter in social media.

YouTube, LinkedIn, blogs, and others

YouTube is a channel. It’s a place where businesses can expose their message. LinkedIn is the professional component. It’s a measure for recruiting, a venue for public relations, and an excellent place to display the nuts and bolts of a company. While it’s arguable that it can be beneficial for B2B companies, it should not be utilized as a venue to attract B2C prospects.

Blogs are the personal repository for business communication that does not happen through video.

With blogs and YouTube, it could be argued that they are social media sites in that they are content-driven and attract eyeballs, but in reality they are monologue components of the marketing strategy. Yes, people can comment on them so technically dialogue can happen there, but it’s an internal dialogue. When blog posts or videos are shared on the above-mentioned four social sites, the dialogue can truly happen.

“Others” are the sites that are potentially valuable but not absolutely necessary for success. Tumblr, Foursquare, Chime.in, Flickr – these are sites that can bring value and should be considered by companies that have all of the above profiles humming and running on all cylinders, but are often a distraction otherwise. Also included in “others” would be the rising social sites. Yes, there are still websites and services that have potential to become players and they should be monitored, but putting effort into them in the early stages is not prudent. For every Pinterest that we put early-adopter effort into, there’s others that nobody has ever heard of that wasted time.

A quick note on automation

This is a debatable topic and I respect those who disagree, but the concept of running the smaller social sites through automation is a bad idea in my books. Yes, it’s possible to create a social profile, then hook it into a feed or other posting protocol that allows hands-free social integration. Some use this as the reasoning behind having dozens or hundreds of social profiles. “I build it and then I let it run itself.”

That’s appealing, but it’s also dangerous. Again, these sites get hacked. They become devalued. They get overrun with spam. They fall off completely. The risks are greater than the rewards.

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Social media done right has the potential to help businesses advance their marketing and improve their customer communications. It should not be viewed in the terms of “more is better.” A proper social media strategy puts all efforts into venues that count. Otherwise, it’s just fluff to help a sales pitch.

I was moderating a small panel at a conference about two and a half years ago that focused on Facebook fans. The two panelists represented the two different sides of Facebook promotion at the time: one focused on local quality fans and the other focused on bulk fans. After the debate, one might have called it a draw. That was over two years ago. Today, there’s really only one side that deserves any representation at all. Local businesses should focus solely on getting local fans, period. To get a broad reach of fans outside of the market area as a local business can do more harm than good.

Only one side of the argument “deserves’ to be mentioned today, but unfortunately that’s not the case. There are still plenty of companies out there that try to use contests or other incentives to coax people to like their pages. Some even purchase fans. Both methods are antiquated.

Don’t Reach Too Far

This is still very prominent today and it needs to go away. No games. No giveaways. Get that our of your head. You don’t need to get fans that way.

To the right, you’ll see a standard demographic breakdown from a Facebook page we recently took over. They had been growing their fan base through contests for some time. Despite the fact that the drawing for a free iPad required that the winner had to come to the car dealership to pick it up, there were still hundreds of entries in the form of likes on the page that came from outside of the area, even outside of the country. I know that iPads are great and all but nobody’s going to hop on a plane to get the iPad they won.

Fan growth can and should be organic and transparent. We’ve had extreme success with stating the absolute truth. In one example, we took over a car dealership Facebook page in Honolulu that had 26 total fans. Three months later, they have over a thousand and their demographic composite is exactly what we want it to be:

Other than the four people in Cincinnati dreaming of living in Hawaii, the likes we’ve built have been completely localized. The goal should be that every person who follows you on Facebook should be within driving distance of becoming a customer. Some would argue that you can expand your reach beyond the immediate local area, but in the vast majority of America, keeping it hyper-local is the way to go. It isn’t just about focus, either. It’s about exposure. Your brand needs to be seen by as many locals as possible and the easiest way to do this is to make sure that only locals are following you.

Don’t “Coax” Fan Growth

Here’s the thing. People will follow businesses. It has been proven time and time again that people are willing to follow businesses if they give them a valid reason to do so. A contest is not a valid reason. Getting the latest funny cat pictures is not a valid reason. The latest Facebook game is not a valid reason.

The valid reason that you’re looking for is all around you. You’re the expert in your field. People come to you and trust that you know what you’re talking about when it pertains to your business. If you’re a car dealer, you know cars. Period. Your content should reflect a deep understanding of the automotive industry, your brands, the local area, and your customers.

Present it just like that. There’s no need to promise that you’re going to be interesting. Promise tangible things that pertain to your business. For example, you can advertise that your Facebook page is “The home of the most important Chevrolet news, pictures, and videos that pertain to you, Honolulu.”

It works. We know. We’ve seen it in action.

When people like your page because they think they can win something, play a game, or perform any action that has nothing to do with your business, they will not be engaged. If they’re not engaged, they’re wasted fans. Having fans that are not engaged kills your EdgeRank and makes your actual business-relevant messages and branding invisible to your audience. I cannot stress this enough. In the future, I’ll compile a blog post that proves beyond a doubt that this is true, but for now, you’re just going to have to take my word for it.

When Your Fans Are Local, You’ll Reach More Locals

This is arguably the hardest thing to do on Facebook when a page has been algorithmically damaged by poor strategies. Getting the algorithm to like you again takes time, but it can happen. It’s a healing process.

In the example above, it’s clear to see where the engagement is happening. By keeping the page completely local, we’re able to more easily target the dealership’s message towards those who can come buy a car, get their oil changed, or interact in some way with the dealership.

This isn’t a large dealership. It’s not a large Facebook page. In fact, it has around 700 fans. Thankfully, those 700 fans are engaged and we’re able to reach the local audience with their message much more easily than if they had fans spread out across the country or around the world. That’s the key to all of this. By keeping it local, you can reach the people that matter. Unless you’re Dell or Skittles, chances are that you aren’t going for a global audience. Make sure your Facebook page reflects this concept.

This is a rant so I’m going to keep it short and not so sweet. There’s a trend in the automotive industry towards putting out really, really bad webinars. It hits really close to home because I absolutely love them, have been doing them for three years now, and get really annoyed when other professionals in the industry use them as pitch sessions.

In essence, it’s giving one of the most important components of pushing the automotive industry forward a bad name.

Let’s go back a few years. There was a time when many would consider the automotive industry to be behind the times when it came to internet marketing. Things have changed in the last several years and now there are shining examples at every level, from individual salesperson all the way up to the OEMs, where ours is an industry of trendsetters instead of being behind on the times.

I believe that webinars have played an extremely important role in this change and I’m proud to have been a part of it. However, I’ve been listening to some webinars lately that are really light on the educational components and heavy on the pitch. This needs to stop.

Here’s how a webinar should work. A company should pick out an important topic in which they have an expertise. They craft a webinar and use the opening to tell the audience who they are. This should be short – no need for 3-5 minutes (or more in some cases) of “here’s what I do for dealers” or “here’s what we’re selling today.” Then, the education begins. At the end of the webinar or even some time in the middle, ask if there are those in the audience who would like to learn more about your services. Again, make this quick – 1 minute max.

The concept is this – webinars should be 95% educational. We know why we do them. The intention is to stir up business. However, it’s not designed to be a pitch, at least it shouldn’t be. A peer once told me that he educates because he believes that 50% will do nothing with the information, 25% will do it themselves, and 25% will ask for help. If you go through and show dealers how they can help themselves, they’ll have a choice. Give them an opportunity to make the choice. If they choose to inquire about your services, that’s great! If not and they take the information you give them to make their dealership better on its own, that’s great, too!

Education at every level, whether it’s webinars, speaking at conferences, writing blog posts, putting out white papers, or whatever you do to educate the automotive industry, it should be with the understanding that you’re establishing yourself and your company as willing to help and possessing the skills to make a difference. If they want a pitch, they can ask for one.

Here’s the thing: if you’re doing your educating right, there will be people inquiring about your services. If you force them to waste their time listening to a pitch when they came to be educated, you’re not helping the industry, the dealers, or yourself.

Sorry for the rant. I don’t do it often, but when I do, it’s for good reason.

EdgeRank. It’s a mythical beast in many ways, not because it isn’t real but because it is very misunderstood by many. It’s one of those things that makes total sense once you get it but that can be very misleading before the light bulb ignites.

The basic way to understand it in one sentence is this – when your content gets positive engagement, it can be seen by more people, but when it gets negative sentiment, it gets hidden. There is a science behind it but that’s not really necessary for success. When you post good content and the people that do get to see it interact in a positive manner, the chance that others will see it too goes up. The opposite is true as well.

This is where posting the right content and “earning” the right for your business to market on Facebook comes into play. Some will say that Facebook can only be used as a branding tool, that if you focus on putting out high-quality content and never actually talk about the business, that you’ll get the maximum benefit. It’s a fair strategy, a safe on, but not necessarily the best, particularly for local businesses. A good mix of engaging content with marketing material mixed in is the best strategy, but that takes more than a blog post or an infographic to explain fully.

In the meantime, here’s an interesting infographic by PostRocket to get you started.

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“Hidden Under Hat” image courtesy of Shutterstock.

We work to make money. That’s the point. While many of us find fulfillment through our work, it still normally comes down to money as the driving force that gets us up in the morning, puts us in our cars, and heads us down the road to our job. While money might be the motivating factor for having a job, it’s not the most important motivator for keeping employees happy.

In this infographic we created for Salesforce, we explored many of the factors that keep employees happy and working at their peak levels of performance. While 56% of senior managers thought their company was above average at delivering appropriate appreciation, only 23% of their employees agreed.

Take a long look at this graphic. If you’re not the boss, maybe you should send this link to them as a not-so-subtle hint of information they could use to make them better at their own jobs.

… you should only care about the ones that can buy from you.

With global brands, it’s a different story, but when we’re talking about localized businesses trying to use social media to make an impact, the community itself is all that’s important. In fact, having too many fans outside of your market area can actually do more harm than good.

This hasn’t always been the case. There was a time a couple of years ago when it made some sense to go big, to build a strong fan base on Facebook or to accumulate followers from around the world on Twitter. Those days are well behind us, particularly with Facebook. Quality trumps quantity by a mile when it comes to Facebook for local businesses. This isn’t even really debatable anymore, but for those who aren’t sure, here are some reasons for this which we’ll be covering one by one in future blog posts:

• Local Interaction Boosts Local Interaction
• You Probably Can’t Sell to Someone in Jakarta
• Don’t Take Away Your Most Reliable Facebook Tool
• A Robust Page is Tight, Not Spread Out
• When You’re Ready to Truly Market on Social, You’ll Want to be Localized

We’ll be covering these each in detail, but let’s start in this blog post with the first point…

Local Interaction Boosts Local Interaction

It’s not double talk. A car dealer that has local fans as the vast majority of their following will be more easily able to get interactions on their social media profiles because they have the opportunity to take advantage of their localized content. In the example above, this stunning image of Honolulu posted on a Honolulu dealership’s Facebook page was able to get traction quickly because it resonated with their fans. This page is one that started off with 27 fans, a perfect scenario for a managed account that was pushed up with local Facebook ads only.

As a result, their fans are hyper-targeted for the local area. The post was promoted, but I’m actually regretting making that decision because it appears as if it had the merits to stand on its own. With 18 likes in 23 minutes on a page with just over 1000 fans, it’s clear that the bump (small as it has been in the early stages of the campaign) wasn’t necessary.

Don’t forget, Facebook works on an algorithm based upon actions and relationships. The actions that it takes into account are these:

• Positive: People “talking about” a post through likes, comments, and shares
• Positive: People interacting with a post by clicking on the image, video, link, or post permalink
• Slightly Negative: People seeing a post in their news feed and not interacting with it at all
• Very Negative: People reporting, unliking, or hiding a post or page

The relationships component comes into play with the users themselves. It’s a pretty complex algorithm, but the concept can be broken down pretty easily. If Sally likes a post from a local business and Suzie likes a lot of the things that Sally likes and posts, Suzie can be exposed to the content that Sally likes. This is the “viral” component that’s shown in the stat graphic above and it’s one of the most important reasons that you want localized fans. In this example, Sally lives in Honolulu and liked the post. Suzie also lives in Honolulu (as do 64% of Sally’s friends) and sees the image. As a local, she’s more inclined to like it as well.

When you keep your fans local, you’re able to get the benefit of familiarity and focus your posts on things that will be of interest to the local market. When you expand and have pages that are too far outside of the realm association with the local market, you can hurt even the interactions within the community. In the example above, it’s possible that Sally liked the image, but if there were thousands of non-local fans who liked the page but fell into the most likely scenario of negative interaction above – seeing posts and passing them by – then it’s very possible that Sally’s algorithmic boost that exposed the content to Suzie could get superseded by the other fans whose negative effect on the algorithm pushed the content down further on news feeds. In essence, too many fans who don’t really care about your local business area can keep the locals from seeing the posts at all.

Many businesses that start using social media for marketing do so because of the sheer bulk of the various networks. They demand a lot of time and attention of potential customers and just as television advertising works because people are watching it, social media marketing works because people are using it. However, do not get caught up in size issues. Your local business needs to stay as local as possible on social media. Arguments to the contrary are invalid.

Facebook has been a promising venue through which to market a dealership ever since it reached a high level of popularity back in 2008. Back then, it was just breaking the hundred million user level and was showing signs that it would be able to be business-friendly in contrast to its rival MySpace. Now, it’s 10 times bigger and commands more time of humans than any other website.

The problem is that it’s not the easiest marketing platform to master. Unlike Google, Twitter, and other players that are used on a daily basis, Facebook has algorithms that keep dealers from finding success. Google has an algorithm, of course, but because people go to it to find businesses, they make it very easy for those willing to pay money or play by the optimization rules to get the exposure they need. On Facebook, users aren’t going there to engage with businesses so trying to “sneak in” marketing and advertising is an act that goes contrary to the desires of the users. This is why the algorithm can be so harsh.

It’s difficult, but it’s not impossible. There is plenty of advice on the internet that tells businesses and marketers how to have success on Facebook. Unfortunately, some of it is poor advice. Others are simply antiquated. Most make general assumptions. There aren’t very many specifics that small businesses can use to make an impact.

The best way for a local business to move the needle is to get to a point of local exposure and built up trust that allows them to give their marketing messages exposure and that promotes communication with customers and potential customers through the network itself. Accomplishing this takes a process.

The first three steps in the process are the easiest, the ones that can all be described in a single blog post. The stages beyond the first three get much more complex, not because they’re so much harder but because they become very specific to the goals of the dealership as well as the personality of the team. We can’t go into those, but the first three should be enough to get you going:

1. Grow locally

Here’s the bad news. If you have accumulated a ton of fans outside of your market area, there’s a good chance that you’ll have to dump everyone and start over. It’s not fun. It’s not easy (unless your following is so extended that you have to delete the page altogether and start from scratch – that’s easy). It can be one of the most gut-wrenching decisions you’ll ever make pertaining to your social media marketing, particularly if you’ve been doing it for years. All that effort, wasted. It hurts.

The good news is that building back up from scratch isn’t as hard as most think. It requires money – Facebook advertising is the best way to get a local following built up – but not much. Many businesses are already through this stage and can boast having a mostly-localized following. Regardless of how you get there, this is the first step – get your following up to acceptable level.

2. Get engagement

This is always the scariest piece of advice and the most challenging stage to implement. First, the term “engagement” is so overused and misunderstood. To so many, it means cats. The internet is loaded with cats. People post pictures of cats all the time. It seems like a great place to start.

On a local business page, there should be no cats allowed unless you’re building a page for a veterinarian.

Every business has some sort of relevant content that can be posted. No business is so boring that they can’t find interesting things to post that pertain to what they do. This is paramount – car dealers should be posting cars, automotive tips, and localized events because that’s what the people who liked their page expect. There’s no need to get too clever. Strong content doesn’t have to be contrived. It doesn’t have to be shared from George Takei’s awesome Facebook page.

Keep it organic. Keep it real. Keep it relevant. Your fans will like it and become engaged (whatever that really means).

3. Earn the right to market

There was a question asked on a forum about how to judge success on a Facebook page. They had built up to a nice number of fans. Their fans were mostly localized. They had engaging content on the page (though there were some cat-like posts that we don’t recommend, but otherwise it wasn’t bad). Now, they wanted to see where the ROI was.

Unfortunately, there was none, at least not that was noticeable. They had made it through to stage three but hadn’t taken it to the next level.

Facebook users aren’t as silly as we often believe. They don’t like a local business page without the understanding that they’ll likely see some marketing materials cross their feed from time to time. If they don’t want the marketing content, they wouldn’t like a business in the first place.

Some take this to the extreme and post only marketing stuff. This is a huge mistake based upon what was mentioned above – the algorithm. Marketing content does not perform very well under most circumstances, so having only marketing content won’t work. You’ll lose fans. You’ll move down in the news feed based upon poor EdgeRank. You’ll be broadcasting messages that nobody will ever see.

In stage three, local businesses have to earn the right to post marketing content by doing a couple of things. First, they have to be very proficient at step 2 and have an audience that is engaged. Then, they have to craft their marketing content in a way that can get the message out there while doing minimal damage to EdgeRank or following. There is no way to post marketing content that won’t turn some people off. You simply want to minimize the damage. Done right, there are more positive effects to EdgeRank from the right marketing material than any of the negatives that are bound to happen.

It must be timed appropriately. That timing is based upon the activities on the page on a regular basis, but the right mix of conversational and converting content should be worked in. Too much and you lose too many fans. Too little and there’s no ROI. Finding the right mix is the key and it’s something that must be diagnosed on an individual basis rather than prompted in a blog post.

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These are just the first three stages. There are more, but again they are really dependent on more factors than that can be described in a post. Whatever you do, don’t jump ahead. Engaging content is worthless if you have 20 fans. Marketing content is worthless if you have the fans but they’re not engaged. If you start here, you can get to the next level which is true return on investment. You have to start somewhere.