7 Social Media Trends for 2017

What’s next for the biggest social media platforms? Only time will tell, but here are my 7 social media trends for 2017 to watch out for. In addition, I include a number of notable considerations for your social planning efforts.

Social Messaging and the Growth of Dark Social

General sharing of content isn’t being “shared” as much as it used to be. Consumers are tending to use WhatsApp, Snapchat and other messaging applications to share content. This has meant that almost 70% of online shares are taking place within “dark social” mobile messaging. Dark social is difficult to measure because the tools don’t yet exist.

With the growth in messaging apps, it is becoming increasingly popular for people to turn to private social messaging, rather than engaging with social media. So much so, in February 2016 WhatsApp announced it hit the 1 billion user mark. Combined, the four most popular messaging apps, Facebook Messenger, WhatApp, QQ Chat and WeChat, have a wider conversation pool than the top four main social networks.

Brands can attempt to reduce the amount of traffic that comes from dark social by adding share buttons to their sites. The key problem is to track where the traffic is coming from, and this problem is likely to continue in 2017.

Live Video Streaming

In 2016, Meerkat, Periscope and Facebook Live brought streaming to the masses. In 2017, YouTube is readying the launch of YouTube Live. Video has seen the major growth in Facebook this past year, and consistently shows higher engagement that other forms of posts. As social networks fight to keep people online, a big focus on video makes sense.

It is worth keeping an open mind on how to use live video effectively. For example, through the release of live video of a marketing event, or even paid influencer product promotion. With the priority that Facebook is giving to video, coupled with the reduced reach of organic reach. You need to be experimenting with live video in 2017.

Using Video to Gain Share of Voice

On the topic of live video, 2017 is going to be the year when established big brands are going to start feeling the pressure from their smaller and more agile competitors. Particularly, in the execution of their video content strategies.

If it isn’t already obvious, Facebook is rapidly becoming full of video content. The simple reason is that people watch the content, particularly if they know the person, or are interested in the brand. For most brands, just 10% of their budget is allocated towards creating content, with 90% used for boosting content through advertising.

To gain the majority share of voice in 2017, brands will need to focus on using 90% of their budget on creating unique and useful content, that resonates with their audience.  10% boosting it or turning it into an ad. To get the best results from video, brands are going to need to understand their audience and what resonates with them.  Start to experiment and develop content for Snapchat and Instagram stories, it will pay off later in 2017, as your audience develops.

Paid Social Advertising

In 2017, if you want your content to be visible by consumers, you will have to resort to paid social advertising. Despite increased competition from brands, it is forecasted that by 2017, marketers will spend up to US$35.98 billion on social advertising. As such, expect the price of ad inventory to increase as brands step up their advertising efforts.

Facebook continues to update its algorithm, which caused less traffic to be sent to content sites. Rather, the platform now prioritizes posts shared by friends and families, rather than those from publishers and brands. The challenge for companies will be to produce much more interesting ads that will result in conversions. Companies need to focus on communicating their brand message to customers, while also being able to stand out from the crowd.

My advice is that unless you are a trained PPC expert, get help from a fully trained practitioner that can deliver ads that drive traffic to your site. With social, the wonderful days of free content distribution are over. The algorithm changes brought about by the social networks mean that organic reach is greatly reduced, in Facebook’s case from 15% to as low as 2%.

Brands have two choices, spend more on advertising, or have a true understanding of the content your audience wants to see and provide it to them. Even then, you would need to think about how you can maximize sharing, and engage influencers to increase reach. In the end, a successful strategy will most likely have to include both understanding and segmenting your audience and boosting the right content to those segments.

Plan for Mobile 

Very much a given for 2017, but worth repeating. Mobile traffic has overtaken desktop on the web this year. Google is also now working on a new, mobile-first web index. These changes mean that it is more important than ever to make the mobile experience as great as possible. Increasingly, this means putting mobile first, rather than simply optimizing for mobile devices. If you are not already optimizing for mobile devices, then you have failed before you have even begun.

Co-collaboration with Super Fans, Influencers and Brands

In 2017, collaborating with others should become an important part of your overall content strategy. Collaboration is the fastest way to grow your fan base and attract new audiences.  Focus on finding ways to co-create content together. Also, consider publishing some of your content on LinkedIn and Medium. Both have established audiences and networks and will give your content a fresh pair of new eyes.

Artificial Intelligence and Chatbots

Artificial intelligence is now reaching a level where it is becoming useful to many people’s daily lives. The rise of digital assistants, such as Alexa, Siri, Cortana, and the new Google Assistant have kicked off a trend of getting people to talk to their devices, rather than use their fingers. This is one area to watch closely in 2017.

Chatbots are also going to have profound effects on how customers interact with brands on social. Chatbots will deliver human-like conversational interactive experiences and provide capable customer support. Linking a purposeful chatbot to website content, will mean consumers will be able to ask and pull information more quickly and deeply than visiting a product landing page.  Chatbots make sense for brands, allowing common questions to be answered and simple bookings to be made. This can free up customer support agents to answer more in-depth queries.


Notable mentions to consider in 2017


The true value of excellent copywriting will finally reveal itself. Whether it be scripting video content, writing blog content, or even Facebook copy with a call-to-action. Great copywriting has the power to drive clicks. Excellent copy drives an emotion, whether it be to sign up to a newsletter, buy a product or even to remain memorable.

In 2016, I’ve seen many brands skim the value of great copywriting. They think that “words” are enough. (These are also the same brands that think just getting a post up on a social media platform is a win. It’s not.)

Great copywriters are hard to come by, but they are worth the investment. Why? Because they are the ones who take your story and tell it in such a way that your audience wants more of it. This is particularly true in social.  In 2017, have your posts written by an in-house copywriter (if you can). Or develop your own skills at copywriting.

GIFs and Emojis

GIFs and emojis bring personality to how consumers express themselves. Apple’s recent iOS 10 functionally supports these new means of expression, and Facebook has embraced animated GIFs. Many brands would be smart to follow to this trend, both by using GIFs and emojis in their own content. But a word of caution, don’t overdo it!

Social User Experience

Social media consumers now have a richer control of their own social user experience. As such, social platforms are providing users with better controls over how their feeds view content. Consumers increasingly have more power than ever to block content or see it less often. To meet these changes, brands should perform usability testing to make sure the social experience they provide is truly in line with customer behavior and their preferences. 2017, will be the year of the finely tuned news feed. Noisy brands will disappear from the social feed altogether.  Test, test, and test again the impact that your posts are having on the consumer’s social feed.

Lenses and Filters

Lenses and filters took off in 2016, with Snapchat selfie lenses bringing augmented reality (AR) to global attention. In 2017, Facebook will also invest heavily in AR to compete with Snapchat and others to deliver new experiences on mobile devices.

In Facebook’s  Q2 2016 earnings call, Zuckerberg notes:

“The biggest thing that I think we can take away from this as we invest in augmented reality in addition to virtual reality is that the phone is probably going to be the mainstream consumer platform [where] a lot of these AR features first become mainstream, rather than a glasses form factor that people will wear on their face.

And one of the big themes that we’re talking about here is becoming video first. And as people look for richer and richer ways to express themselves, just like people in the past have shared a lot of text and photos on Facebook, we think in the future more of that is going to be video, and more of these augmented reality tools I think are going to be an important part of delivering that experience and making that fun to use and expressive as it can be.”

With planning for mobile in everything that you do, it is also worth your time experimenting with filters and creating new experiences. As the tools develop further this year, I see these becoming more and more important as part of our everyday lives.

So, these are the trends I see developing further in 2017.  From your experience, what would you add?

Siri Commands

List Of Commands

Querying Contacts
  • What’s Michael’s address?
  • What is Susan Park’s phone number?
  • When is my wife’s birthday?
  • Show Jennifer’s home email address
Finding Contacts
  • Show Jason Russell
  • Find people named Park
  • Who is Michael Manning?
  • My mom is Susan Park
  • Michael Manning is my brother
  • Call my brother at work
Adding Events
  • Set up a meeting at 9
  • Set up a meeting with Michael at 9
  • Meet with Lisa at noon
  • Set up a meeting about hiring tomorrow at 9am
  • New appointment with Susan Park Friday at 3
  • Schedule a planning meeting at 8:30 today in the boardroom
Changing events
  • Move my 3pm meeting to 4:30
  • Reschedule my appointment with Dr. Manning to next Monday at 9am
  • Add Lisa to my meeting with Jason
  • Cancel the budget review meeting
Asking about events
  • What does the rest of my day look like?
  • What’s on my calendar for Friday?
  • When is my next appointment?
  • When am I meeting with Michael?
  • Where is my next meeting?
Setting Alarms
  • Wake me up tomorrow at 7am
  • Set an alarm for 6:30am
  • Wake me up in 8 hours
  • Change my 6:30 alarm to 6:45
  • Turn off my 6:30 alarm
  • Delete my 7:30 alarm
Checking the Clock
  • What time is it?
  • What time is it in Berlin?
  • What is today’s date?
  • What’s the date this Saturday?
Using a Timer
  • Set the timer for ten minutes
  • Show the timer
  • Pause the timer
  • Resume
  • Reset the timer
  • Stop it
Sending Messages
  • Email Lisa about the trip
  • Email Jennifer about the change in plans
  • New email to Susan Park
  • Mail Dad about the rent check
  • Email Dr. Manning and say I got the forms, thanks  Only adds the subject line not the body
  • Mail Lisa and Jason about the party and say I had a great time
Checking Messages
  • Check email
  • Any new email from Michael today?
  • Show new mail about the lease
  • Show the email from Lisa yesterday
Responding to Messages
  • Reply Dear Susan sorry about the late payment
  • Call him at work
Checking Up on Friends
  • Where’s Jason?
  • Where is my sister?
  • Is my wife at home?
  • Where are all my friends?
  • Who is here?
  • Who is near me?
  • How do I get home?
  • Show 1 Infinite Loop Cupertino California
  • Directions to my dad’s work
Local Businesses – I can only look for businesses in the united states and when you are using U.S. English
  • Find coffee near me
  • Where is Starbucks?
  • Find some burger joints in Baltimore
  • Find a gas station within walking distance
  • Good Mexican restaurants around here
Sending Texts
  • Tell Susan I’ll be right there
  • Send a message to Jason Russell
  • Send a message to Lisa saying how about tomorrow
  • Tell Jennifer the show was great
  • Send a message to Susan on her mobile saying I’ll be late
  • Send a message to 408 555 1212
  • Text Jason and Lisa where are you?
Reading Texts
  • Read my new messages
  • Read my new text messages *verified*
  • Read my sms messages *verified*
  • Read it again
Replying to Texts
  • Reply that’s great news
  • Tell him I’ll be there in 10 minutes
  • Call her
  • Play The Light of the Sun
  • Play Trouble
  • Play Taking Back Sunday shuffled
  • Play Alicia Keys
  • Play some blues
  • Play my party mix
  • Shuffle my roadtrip playlist
  • Play
  • Pause
  • Skip
Creating and finding notes *all these pretty much failed*
  • Note that I spent $12 on lunch *sorry there aren’t any notes matching*
  • Note: check out that new Alicia Keys album *sorry I cant do that*
  • Find my restaurant note
  • Create a reading list note
  • Add Tom Sawyer to my reading list note
Phone calls
  • Call Jason
  • Call Jennifer Wright mobile
  • Call Susan on her work phone
  • Call 408 555 1212
  • Call home
  • FaceTime Lisa
Requesting reminders
  • Remind me to call mum
  • Remind me to call my mom when I get home
  • Remember to take an umbrella
  • Remind me take my medicine at 6am tomorrow
  • Remind me to pick up flowers when I leave here
  • Remind me when I leave to call Jason
  • Remind me to finish the report by 6
Checking Stocks
  • What’s Apple’s stock price?
  • What is Apple’s PE ratio?
  • What did Yahoo close at today?
  • How is the Nikkei doing?
  • How are the markets doing?
  • What is the Dow at?
Checking the Forecast
  • What’s the weather for today?
  • What’s the weather for tomorrow?
  • Will it rain in Cupertino this week?
  • Check next week’s forecast for Burlington
  • What’s the forecast for this evening?
  • How’s the weather in Tampa right now?
  • How hot will it be in Palm Springs this weekend?
  • What’s the high for Anchorage on Thursday?
  • What’s the temperature outside?
  • How windy is it out there?
  • When is sunrise in Paris?
Looking up information
  • Search the web for Bora Bora
  • Search for vegetarian pasta recipes
  • Search the web for best cable plans
  • Google the war of 1812
  • Search Wikipedia for Abraham Lincoln
  • Search for news about the World Cup
  • Bing Alicia Keys
Using Wolfram Alpha
  • How many calories in a bagel?
  • What is an 18% tip on $86.74 for four people?
  • Who’s buried in Grant’s tomb?
  • How long do dogs live?
  • What is the Gossamer Condor?
  • What’s the square root of 128?
  • How many dollars is €45?
  • What was the Best Picture of 1983?
  • How many days until Christmas?
  • How far away is the Sun?
  • When is the next solar eclipse?
  • Show me the Orion constellation
  • What’s the population of Jamaica?
  • How high is Mt. Everest?
  • How deep is the Atlantic ocean?
  • What’s the price of gasoline in Chicago?
  • [Punctuation/symbols/emoticons]. Siri can understand many basic symbols, emoticons and punctuation marks, as long as you say them by the right name. Examples include “open parenthesis”, “close square bracket”, ” “frowney face” (love it!), “new paragraph”, “pound sign”, etc.
  • Play playlist . Siri will play not just a song, but a whole playlist for you.
  • Find all email by [contact]. Siri will give you a short list of emails from the contact you ask for.
  • What’s on my calendar for [date]. Siri will show you all your appointments for today, tomorrow, next Monday, or February 28 (2012) if you ask nicely.
  • Search [Bing/Yahoo]. If Google’s not your cup of tea, Siri will search the competition for you.
  • Search [Google/Bing/Yahoo] for [specialized information] [time] [place]. Whether you want the latest scores, show times, etc., if you phrase it just right, Siri can often find it for you.
  • Who was in the cast of [movie]: Siri can tell you the name of that actor you know you’ve seen before but just can’t remember.
  • Delete all alarms: Siri will delete all alarms, not just individual ones, in case you never want to be woken up again! (I found this by accident on Rene’s phone. Shhhh!)
  • Message [Social network] [Status]. If you’ve set it up on Twitter, Facebook, or another social network that lets you update via SMS, Siri will message your status right to it.
  • Restart. Siri will re-spring the Springboard. It’s not a full reboot, but it’s faster.

How to Build a Windows To Go USB Drive


Windows To Go is a new feature of Windows 8 that allows a full featured version of Windows to boot from a USB drive. 

To begin you will need the following:

Creating the Windows 8 To Go USB Device:

  1. Run Diskpart
  2. List Disk
  3. Select Disk 1 (Replace 1 with number reflecting your USB Drive)
  4. Clean 
  5. Create partition primary

  6. Active

  7. format fs=ntfs quick

  8. Assign

Exit Diskpart by typing Exit.

  1. Now double click the Windows 8 ISO you downloaded to mount it in Windows 8.  Browse to the ISO files in Windows Explorer and copy sourcesinstall.wim to the same folder as you copied Imagex.exe.

Identify the drive letter assigned to your USB drive by Windows Explorer and run the following command from the folder that contains Imagex.exe and install.wim:

  1. imagex.exe /apply install.wim 1 d:
  2. Replace d with the drive letter of your USB drive.)

  3. Once the image has applied you need to setup the boot record on the USB Drive. At the administrative level command prompt run:

    bcdboot.exe d:windows /s d: /f ALL

    (Replace d with the drive letter of your USB drive.)

After the command has completed running you are ready to use your new Windows To Go USB device.

Why Working in Social Media Sucks


An excellent post here by Brett and a feeling that resonates very deeply within me. Over the last twelve months, I have noticed a significant increase in the number of individuals referring to themselves as “Social Media Consultants” or “Socail Media Specialists”. Many people seem to think that rebranding themselves as a social media guru is a fast and easy to make a lot of money. It certainly is not.

Just because you manage your own social networking profiles, surely it is the same deal to manage the social profiles for a business isn’t it? It certainly is not.

Working professionally within social media, is by far one of the most demanding and stressful jobs in the world. What most social media consultants earn in relation for all the hours and effort they put in, is very small compared to many other professions. Brett presents a perfectly position 12 reasons why being a social media consultants sucks.

  1. The pace can be overwhelming. Your social media knowledge, your connections, and your published content all quickly become obsolete – and constantly need upgrading. If you get slightly unplugged for even a month or two, by accident or by choice, you’ll have missed out on some fairly major developments… and you’ll have to scramble to keep up.
  2. Social media friendships can be demanding. The larger you grow your network and the more online presence you have, the more well-meaning people will randomly request and demand things of you. You’re hit with more emails, more interview requests, more offers to get together pick your brain for the price of a coffee, more stories to vote on, more mindless chit chat to respond to – or else people will feel snubbed.
  3. Success is ephemeral. You can be rocking the socks off of the social media world and cranking out the content and new connections like an Uzi – but the second you take your finger off the mouse trigger, people will forget about you pretty quickly. They’re all after the new guy, the new site and the new trend.
  4. It’s very competitive and there’s no barrier to entry. Every man, woman, and child with a Facebook account is now a social media consultant. No matter how much time and effort you put into researching your technique, content and presentations – you will still be competing for gigs against the hot girl with 6 months experience or the “Senior Social Media Manager” at some big company with 39 friends. Even if you’re honest and straightforward about the extent of your knowledge (or lack thereof), you’ll still have to compete with sales hustlers and shameless self-promoters who might not be.
  5. It requires lots of unpaid overtime. Social media is really fun and glamorous when it’s just for kicks, but it can to feel a lot different when you’re “working it” on the other side of the bar. In addition to spending 30 to 40 hours a week on profit-producing business development and client contract tasks – I usually spend an additional 30 to 40 hours writing content, managing my blog and responding to comments, reading RSS feeds and commenting, building accounts, helping with my friends / connections, following links on Twitter. When you’re feeling it, it’s still fun, but when you’re not – it can feel like a grueling overtime burden that eats into your nights, weekends and your business workday.
  6. Some people expect you to know everything. No matter how intensely you study and practice your social media skills, clients will need help or guidance in areas that you just don’t know anything about. If you are honest about what you don’t know – some clients will think less of you, and will look for an full-service “agency” who claims to know about “everything.”
  7. Egotism is rampant. Independent social media consulting requires that you build up a strong “personal brand” – or professional superego. The emphasis on status, self-promotion and cult-of-personality brings out the ‘worst’ and most self-serving parts of some people. I’ve met some snobs, hob nobs, and megalomaniacs who would probably feel more at home at coke parties, socialite society balls, or on American Idol – had they not discovered social media.
  8. Social media is unpredictable. No matter how good of advice you give, or how much time you put into content or a campaign – sometimes it just doesn’t catch on. This can leave you biting your nails and leave the client doubting your skills. A designer can guarantee they will deliver 3 design proofs within 30 days – but a social media consultant CANNOT guarantee even the best content or ideas will be well received by the community. The volatile nature and fickleness of the community cause a lot of stress and pressure to work overtime when something doesn’t “catch on.”
  9. The pressure to “sell out” is intense. At the low end, there’s tons of cool companies and people who need help – with $500 budgets. But the ones willing to pay good money to consultants are usually huge corporations. Sometimes, but not always, they have uncool products and services that aren’t a natural fit for social media – but they’re hungry for a way to ‘leverage the new media trends for profit.’ Consultants need to get paid – and it can cause both parties to ‘fall in love’ based on incompatible needs – and end up in awkward, uncomfortable professional relationships.
  10. The pressure to “have no life” is relentless. Working non-stop through evenings, weekends, holidays and the wee twilight hours are all fair game – if you want to even try to keep up with the rockstars on Twitter and the digerati on Digg. If you are determined to keep your work contained within a normal workday or workweek – you may find yourself at a huge competitive disadvantage because many of your peers are willing work much, much more.
  11. Clients want results, not strategy. In theory, you can just offer people “consulting” or advice. But to keep clients paying each month, they usually have to see successful results. This often can’t be outsourced or whipped up – it often requires the client’s full, active participation and willingness to change their business culture. Many of them aren’t willing to actually follow the only strategy (involvement and active participation) that will likely provide them with the results they want. Catch-22.
  12. You can never stop hustling. No matter what level you make it too, you can never kick back and coast along – earning passive income as a consultant. If you’re not hustling and making enough noise that people don’t forget about you – you’re not getting paid and you’re sinking. If you’re a natural-born power networker this can be exciting – but it can quickly get fatiguing for some personality types.

Social Media Consulting is Hard, Hard Work

There are some incredibly hardworking, almost superhuman people who have made a good name for themselves and provide excellent value as social media consultants. Who have set things up so they make good money without being on a hamster wheel 24/7.

But for every one of them – there are dozens of people who will try, fail and get ground into dust by the intense pressures and unique challenges that new media presents. I think there are a lot of ways to make a living with your passion for social media – but the consulting model is one of the most demanding, least stable and least lucrative ways. It can be a lot less glamorous than it may seem from the outside – so go into it with open eyes. And make sure you really, really love the extra hustle that that social media adds to the networking and self-promotion demands that all types consultants face.

The Generation M Manifesto

(via Umair Haque)

Dear Old People Who Run the World,

My generation would like to break up with you.

Everyday, I see a widening gap in how you and we understand the world – and what we want from it. I think we have irreconcilable differences.

You wanted big, fat, lazy "business". We want small, responsive, micro-scale commerce.

You turned politics into a dirty word. We want authentic, deep democracy – everywhere.

You wanted financial fundamentalism. We want an economics that makes sense for people – not just banks.

You wanted shareholder value – built by tough-guy CEOs. We want real value, built by people with character, dignity, and courage.

You wanted an invisible hand – it became a digital hand. Today’s markets are those where the majority of trades are done literally robotically. We want a visible handshake: to trust and to be trusted.

You wanted growth – faster. We want to slow down – so we can become better.

You didn’t care which communities were capsized, or which lives were sunk. We want a rising tide that lifts all boats.

You wanted to biggie size life: McMansions, Hummers, and McFood. We want to humanize life.

You wanted exurbs, sprawl, and gated anti-communities. We want a society built on authentic community.

You wanted more money, credit, leverage – to consume ravenously. We want to be great at doing stuff that matters.

You sacrificed the meaningful for the material: you sold out the very things that made us great for trivial gewgaws, trinkets, and gadgets. We’re not for sale: we’re learning to once again do what is meaningful.

There’s a tectonic shift rocking the social, political, and economic landscape. The last two points above are what express it most concisely. I hate labels, but I’m going to employ a flawed, imperfect one: Generation "M".

What do the "M"s in Generation M stand for? The first is for a movement. It’s a little bit about age – but mostly about a growing number of people who are acting very differently. They are doing meaningful stuff that matters the most. Those are the second, third, and fourth "M"s.

Gen M is about passion, responsibility, authenticity, and challenging yesterday’s way of everything. Everywhere I look, I see an explosion of Gen M businesses, NGOs, open-source communities, local initiatives, government. Who’s Gen M? Obama, kind of. Larry and Sergey. The Threadless, Etsy, and Flickr guys. Ev, Biz and the Twitter kru. Tehran 2.0. The folks at Kiva, Talking Points Memo, and FindtheFarmer. Shigeru Miyamoto, Steve Jobs, Muhammad Yunus, and Jeff Sachs are like the grandpas of Gen M. There are tons where these innovators came from.

Gen M isn’t just kind of awesome – it’s vitally necessary. Why?

The crisis isn’t going away, changing, or "morphing". It’s the same old crisis – and it’s growing.

You’ve failed to recognize it for what it really is. It is, as I’ve repeatedly pointed out, in our institutions: the rules by which our economy is organized.

But they’re your institutions, not ours. You made them – and they’re broken. Here’s what I mean:

"… For example, the auto industry has cut back production so far that inventories have begun to shrink–even in the face of historically weak demand for motor vehicles. As the economy stabilizes, just slowing the pace of this inventory shrinkage will boost gross domestic product, or GDP, which is the nation’s total output of goods and services."

Clearing the backlog of SUVs built on 30 year old technology is going to pump up GDP? So what? There couldn’t be a clearer example of why GDP is a totally flawed concept, an obsolete institution. We don’t need more land yachts clogging our roads: we need a 21st century auto industry.

I was (kind of) kidding about seceding before. Here’s what it looks like to me: every generation has a challenge, and this, I think, is ours. It’s Gen M’s job to foot the bill for your profligacy – and create, instead, an authentically, sustainably shared prosperity.

My Blog Posts

Barack Obama’s Speech in Berlin

“People of Berlin – and people of the world – the scale of our challenge is great. The road ahead will be long. But I come before you to say that we are heirs to a struggle for freedom. We are a people of improbable hope. With an eye toward the future, with resolve in our hearts, let us remember this history, and answer our destiny, and remake the world once again…”

Fantastic speech by Obama

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