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Facebook Marketing ® 4th Edition Facebook Marketing ® 4th Edition by John Haydon Facebook® Marketing For Dummies®, 4th Edition Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com Copyright © 2013 by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 7486008, or online at http://www.wiley.com/go/permissions. Trademarks: Wiley, For Dummies, the Dummies Man logo, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and may not be used without written permission. Facebook is a registered trademark of Facebook, Inc. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book. LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ. For general information on our other products and services, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002. For technical support, please visit www.wiley.com/techsupport. Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com. Library of Congress Control Number: 2013935680 ISBN 978-1-118-40038-8 (pbk); ISBN 978-1-118-41326-5 (ebk); ISBN 978-1-118-41325-8 (ebk); ISBN 978-1-118-41324-1 (ebk) Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 Contents at a Glance Introduction................................................................. 1 Part I: Getting Started with Facebook Marketing............ 7 Chapter 1: Marketing in the Age of Facebook................................................................. 9 Chapter 2: Researching and Understanding Your Target Audience.......................... 19 Chapter 3: Developing a Facebook Marketing Plan...................................................... 29 Part II: Building Your Facebook Presence..................... 51 Chapter 4: Getting Started with a Facebook Page........................................................ 53 Chapter 5: Configuring the Best Admin Settings for Your Facebook Page............... 75 Chapter 6: Enhancing Your Facebook Page with Applications................................... 87 Part III: Engaging with Your Customers and Prospects on Facebook........................................ 103 Chapter 7: Creating a Remarkable Presence on Facebook with Content Marketing............................................................................................... 105 Chapter 8: Going Public with Your Facebook Page.................................................... 117 Chapter 9: Engaging with Your Fans............................................................................ 139 Chapter 10: Measuring Success with Facebook Insights........................................... 153 Part IV: Marketing beyond the Facebook Page..............173 Chapter 11: Using Facebook Advertising to Promote Your Business...................... 175 Chapter 12: Using Facebook Offers to Promote Your Business............................... 211 Chapter 13: Using Facebook Groups and Events to Promote Your Business......... 219 Chapter 14: Cross-Promoting Your Page..................................................................... 239 Chapter 15: Understanding and Using Facebook Social Plug-Ins............................. 253 Part V: The Part of Tens............................................ 277 Chapter 16: Ten Common Facebook Marketing Mistakes (and How to Avoid Them)........................................................................................... 279 Chapter 17: Ten (or So) Business Etiquette Tips for Facebook............................... 285 Chapter 18: Ten (Okay, Eight) Factors for Long-Term Facebook Marketing Success...................................................................................... 291 Index....................................................................... 295 Table of Contents Introduction.................................................................. 1 About This Book............................................................................................... 1 Foolish Assumptions........................................................................................ 2 Conventions Used in This Book...................................................................... 2 What You Don’t Have to Read......................................................................... 2 Part I: Getting Started with Facebook Marketing................................ 3 Part II: Building Your Facebook Presence........................................... 3 Part III: Engaging with Your Customers and Prospects on Facebook...................................................................... 4 Part IV: Marketing beyond the Facebook Page................................... 4 Part V: The Part of Tens......................................................................... 4 Icons Used in This Book.................................................................................. 4 Where to Go from Here.................................................................................... 5 Part I: Getting Started with Facebook Marketing............. 7 Chapter 1: Marketing in the Age of Facebook . . . . . . . . . . . . . . . . . . . . . 9 What Is Facebook and Why Is It So Popular?.............................................. 10 Understanding the Marketing Potential of Facebook................................ 12 Leveraging the power of word-of-mouth marketing......................... 13 Marketing tools for all kinds of businesses....................................... 14 Understanding Why Your Business Needs a Facebook Page.................... 15 Attracting new fans that are friends of customers........................... 17 Changing first-time customers into repeat customers.................... 18 Chapter 2: Researching and Understanding Your Target Audience . . 19 Defining Your Target Audience..................................................................... 19 Understanding the marketing funnel.................................................. 20 Understanding the ladder of engagement......................................... 21 Defining who your best customers are.............................................. 22 Selecting demographic criteria for your target audience................ 23 Using personas to give your target audience personality............... 24 Researching Target Audiences with Facebook’s Ad Tool......................... 25 Chapter 3: Developing a Facebook Marketing Plan . . . . . . . . . . . . . . . 29 Understanding the Power of Word-of-Mouth on Facebook....................... 30 Understanding What to Include in Your Marketing Plan........................... 31 Developing Your Value Proposition: Why Should Customers Buy What You’re Offering?.................................................... 32 viii Facebook Marketing For Dummies, 4th Edition Understanding Your Audience...................................................................... 33 Finding out what makes your fans tick.............................................. 33 Appreciating your fans......................................................................... 35 Defining Your Marketing Goals..................................................................... 36 Building your brand’s awareness....................................................... 37 Driving sales.......................................................................................... 38 Forming a community with a Facebook Group................................. 39 Listening to feedback........................................................................... 40 Developing Your Content Strategy............................................................... 41 Monitoring and Reporting Page Activity..................................................... 43 Using Insights for Pages....................................................................... 43 Creating benchmarks and setting goals............................................. 45 Keeping an eye on key metrics........................................................... 45 Integrating Your Online and Offline Campaigns......................................... 47 Deciding on a media budget................................................................ 48 Hiring an online writer......................................................................... 48 Part II: Building Your Facebook Presence...................... 51 Chapter 4: Getting Started with a Facebook Page . . . . . . . . . . . . . . . . 53 Understanding the Differences among Pages, Profiles, and Groups........ 54 Profiles are personal, not business.................................................... 55 Groups are for connection, not promotion....................................... 57 Creating a Facebook Page from Scratch...................................................... 58 Adding your description and website................................................ 60 Uploading your profile photo.............................................................. 61 Inviting people to like your Page........................................................ 62 Adding a cover photo to your Facebook Page ................................. 63 Editing your Facebook Page’s thumbnail.......................................... 63 Limiting access to your Page until launch......................................... 64 Adding More Information about Your Business......................................... 65 Setting age, location, posting, and messaging restrictions to your Page.................................................................. 66 Configuring, commenting, and posting moderation settings on your Page....................................................................... 68 Adding and Removing Apps from a Facebook Page................................... 69 Adding more apps to your Facebook Page........................................ 70 Changing the order of your Facebook Page views........................... 71 Adding Page Administrators......................................................................... 72 Getting the Most from Facebook Marketing Resources............................ 73 Understanding Facebook’s Terms and Conditions.................................... 74 Chapter 5: Configuring the Best Admin Settings for Your Facebook Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75 Configuring Your Page Timeline for Maximum Engagement.................... 75 Allowing Threaded Comments on Your Page Updates.............................. 77 Table of Contents Limiting Who Can See Your Page Content.................................................. 77 Configuring Your Profanity and Moderation Settings................................ 78 Posting as a Page versus Posting as a Profile............................................. 79 How to switch between posting as a profile and posting as a Page............................................................................... 80 Posting as a Page on other Pages....................................................... 81 Posting as a profile should be a personal choice............................. 82 Knowing the difference between being helpful and being spam...... 82 Engaging with Your Fans with Your Mobile Phone.................................... 84 Posting content and managing your Page with mobile web browsers.................................................................................... 84 Posting content and managing your Page with mobile apps.......... 84 How to post content and manage your Facebook Page via e-mail................................................................. 85 Chapter 6: Enhancing Your Facebook Page with Applications . . . . . 87 Understanding Facebook Applications........................................................ 88 Yeah, There’s an App for That — but Where?............................................ 91 Using Third-Party Custom Facebook Page Tab Services........................... 93 Choosing E-Commerce Applications for Your Page................................... 94 Granting Access to Applications.................................................................. 95 Configuring Application Tabs on Your Facebook Page ............................ 95 Changing tab names............................................................................. 96 Changing tab images............................................................................ 96 Changing the order of tabs.................................................................. 97 Removing an app from your Facebook Page..................................... 97 Creating Custom Facebook Tabs with HTML............................................. 98 Creating a custom Facebook tab with the Static HTML: iframe tabs application..................................................................... 99 Creating a hosted custom Facebook tab........................................... 99 Part III: Engaging with Your Customers and Prospects on Facebook ....................................... 103 Chapter 7: Creating a Remarkable Presence on Facebook with Content Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105 Understanding How Content Marketing Works on Facebook................. 106 Understanding the difference between your website and Facebook.................................................................... 106 Understanding how people scan content........................................ 108 Understanding how EdgeRank affects visibility on Facebook...... 109 Creating compelling content for your Facebook Page................... 110 Knowing your audience..................................................................... 111 Staying on message............................................................................ 111 Defining Your Posting Goals........................................................................ 112 Getting Fans Engaged................................................................................... 113 ix x Facebook Marketing For Dummies, 4th Edition Chapter 8: Going Public with Your Facebook Page . . . . . . . . . . . . . . 117 Mapping a Launch Strategy for Your Facebook Page.............................. 118 Fostering a Sense of Enchantment on Your Facebook Page................... 118 Preparing Your Facebook Page for Launch............................................... 120 Enhancing Your Facebook Page with Content before Launch................ 120 Adding a Compelling Reason for Users to Like Your Page...................... 121 Adding photos and videos................................................................. 122 Adding photo albums......................................................................... 123 Adding milestones.............................................................................. 124 Making Your Facebook Page Easy to Find on Search Engines................ 126 Networking with Friends to Launch Your Facebook Page...................... 128 Encouraging your friends to share your Page with their friends............................................................................. 128 Promoting your Page to friends with the Invite feature................ 129 Tagging photos to promote your Page to your friends................. 130 Recycling Existing Marketing Assets to Launch Your Facebook Page........................................................................................... 131 Your e-mail signature......................................................................... 132 Your e-mail list.................................................................................... 132 Printed marketing materials.............................................................. 133 QR codes.............................................................................................. 133 Your blog............................................................................................. 134 Webinars.............................................................................................. 134 YouTube............................................................................................... 135 Promoting Your Facebook Page in Your Store......................................... 136 Promoting Your Facebook Page by Using Facebook Ads........................ 137 Promoting Your Facebook Page by Using an Integrated Approach....... 137 Chapter 9: Engaging with Your Fans . . . . . . . . . . . . . . . . . . . . . . . . . . . 139 Understanding What Engagement Really Means...................................... 140 What engagement means for word-of-mouth marketing............... 140 Understanding what engagement on Facebook offers you........... 141 Understanding the ways that Facebook users engage with your business on Facebook..................................... 141 Measuring Engagement with Facebook Insights...................................... 143 Getting Tactical With Engagement On Your Facebook Page.................. 147 Getting Notifications about Activity From Facebook Users.................... 148 Using Your Facebook Page’s Activity Log................................................. 149 Responding to Comments and Posts from Others................................... 150 Adopting the Farmer’s Attitude.................................................................. 152 Chapter 10: Measuring Success with Facebook Insights . . . . . . . . . 153 Getting Analytical with Facebook Insights................................................ 154 Using Facebook Insights.............................................................................. 155 Understanding the two types of Likes your Facebook Page receives................................................................. 155 Accessing Page Insights..................................................................... 156 Table of Contents Exploring Facebook Page Insights.............................................................. 157 Understanding the Overview Report......................................................... 157 Understanding the Page Posts Report....................................................... 159 Understanding the Likes Report................................................................. 161 Where your Likes came from............................................................ 162 Understanding Like Sources.............................................................. 162 Understanding the Reach Report............................................................... 163 Understanding the Reach and Frequency graphs.......................... 164 Understanding the Visits to Your Page report................................ 166 Understanding the Talking About This Report......................................... 166 Understanding the Check Ins Report......................................................... 168 Exporting Data from Facebook Insights.................................................... 169 Third-Party Analytics................................................................................... 171 Part IV: Marketing beyond the Facebook Page............. 173 Chapter 11: Using Facebook Advertising to Promote Your Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175 Introducing Facebook Ads........................................................................... 176 Using Facebook ads as part of your overall marketing mix.......... 177 Understanding how Facebook Ads differ from other online ads.............................................................................. 178 Understanding Facebook’s targeting options................................. 181 Setting your budget............................................................................ 182 Creating Winning Ads................................................................................... 182 Copywriting tips.................................................................................. 183 Choosing the right image................................................................... 184 Simplifying your offer......................................................................... 185 Devising a Landing-Page Strategy for Your Ads....................................... 185 Landing on a Facebook location....................................................... 185 Landing on a website page................................................................ 187 Revealing content on your landing page......................................... 188 Creating a Facebook Ad............................................................................... 188 Step 1: Choosing your destination and ad objective...................... 189 Step 2: Creating your ad..................................................................... 190 Step 3: Targeting your ad................................................................... 192 Step 4: Campaign, Pricing and Schedule.......................................... 196 Creating Promoted Posts............................................................................. 198 Creating a promoted post.................................................................. 198 Viewing realtime analytics for Promoted Posts.............................. 199 Creating Multiple Campaigns...................................................................... 200 Managing and Measuring Your Ad Campaigns with Ads Manager........ 201 Viewing performance data................................................................. 202 Viewing campaign details.................................................................. 202 Ad preview and targeting summary................................................. 205 Making changes to your daily budget.............................................. 206 xi xii Facebook Marketing For Dummies, 4th Edition Understanding Other Facebook Ads Manager Features.......................... 207 Accessing your Facebook Page from the Ads Manager................. 207 Creating and scheduling Facebook ad reports............................... 208 Adding other users to your Facebook ad account......................... 209 Tracking payment transactions........................................................ 210 Learning about your business resources........................................ 210 Chapter 12: Using Facebook Offers to Promote Your Business . . . . 211 Understanding Facebook Offers................................................................. 211 Creating an Offer for Your Page.................................................................. 212 Getting the Most from Your Offer............................................................... 214 Promoting Your Offer................................................................................... 216 Promoting your offer on your Facebook Page................................ 216 Promoting your deal with Facebook Ads......................................... 217 Promoting your offer with other marketing channels................... 217 Chapter 13: Using Facebook Groups and Events to Promote Your Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219 Discovering Facebook Groups.................................................................... 219 Understanding How Facebook Groups Fit In with Your Business......... 220 Using Facebook Groups............................................................................... 222 Distinguishing Facebook Groups from Pages.................................. 222 Finding a group................................................................................... 223 Joining a group.................................................................................... 224 Accessing groups you joined............................................................ 225 Participating in a group..................................................................... 225 Creating Your Own Facebook Group......................................................... 226 Securing your group’s name.............................................................. 226 Setting up your group........................................................................ 226 Setting up a group URL and e-mail address.................................... 228 Other group settings.......................................................................... 229 Deleting a group.................................................................................. 229 Creating a Facebook Promotion................................................................. 230 Understanding Facebook rules for promotions.............................. 230 Creating an effective promotion....................................................... 231 Using Facebook Events to Promote Your Business................................. 233 Creating an event................................................................................ 234 Adding a cover image to your event................................................ 235 Inviting friends to your event............................................................ 236 Editing your event.............................................................................. 237 Exporting your event.......................................................................... 237 Following up after an event............................................................... 238 Chapter 14: Cross-Promoting Your Page . . . . . . . . . . . . . . . . . . . . . . . . 239 Making Facebook Part of Your Marketing Mix.......................................... 239 Choosing a custom Facebook username......................................... 240 Cross-promoting your Page............................................................... 241 Table of Contents Leveraging your Facebook presence via your e-mail, website, and blog................................................................ 242 Adding a Facebook Like Box to your website................................. 242 Promoting Your Facebook Presence Offline............................................. 244 Networking offline............................................................................... 246 Placing the Facebook logo on signs and in store windows........... 246 Using a QR code to promote your Page........................................... 246 Referencing your Page in all ads and product literature............... 248 Optimizing Your Page for Search Results.................................................. 248 Using search engine optimization to drive traffic.......................... 249 Using Facebook Questions................................................................ 250 Driving more Likes to your Page....................................................... 251 Get Inside Your Prospects’ and Customers’ Heads................................. 251 Chapter 15: Understanding and Using Facebook Social Plug-Ins . . . 253 Extending the Facebook Experience with Social Plug-Ins....................... 254 Adding Plug-In Code to Your Website........................................................ 258 Integrating Facebook Insights into Your Social Plug-Ins......................... 259 Setting up your website as a Facebook application....................... 259 Integrating Facebook’s software into your website....................... 261 Getting More Visibility with the Like Button............................................ 262 Allowing for Private Sharing with the Send Button.................................. 263 Adding a Follow Button to Your Personal Profile..................................... 264 Adding Comments to Your Website........................................................... 265 Showing User Activities with the Activity Feed Plug-In........................... 266 Highlighting Popular Content with the Recommendations Box............. 268 Driving Deeper Engagement with the Recommendations Bar................ 269 Integrating Facebook’s Login Button......................................................... 270 Liking the Like Box....................................................................................... 271 Making Registration Painless with the Registration Plug-In................... 272 Personalizing a Site with the Facepile Plug-In........................................... 273 Checking Your Plug-Ins with Debugger..................................................... 274 Facebook’s Plug-In for Hosted WordPress Sites....................................... 274 Part V: The Part of Tens............................................. 277 Chapter 16: Ten Common Facebook Marketing Mistakes (and How to Avoid Them) . . . . . . . . . . . . . . . . . . . . . . . . . . . . 279 Stop Thinking like a Traditional Marketer................................................. 279 Don’t Use a Profile to Market Your Business............................................ 280 Don’t Use a Group to Market Your Business............................................ 281 Don’t Post with Shortened URLs................................................................ 281 Don’t Wing It.................................................................................................. 281 Don’t Post During Bad Times...................................................................... 282 Don’t Be Pushy.............................................................................................. 282 xiii xiv Facebook Marketing For Dummies, 4th Edition Don’t Sell Too Little...................................................................................... 283 Don’t Post Lengthy Updates........................................................................ 283 Don’t Ignore Comments............................................................................... 283 Chapter 17: Ten (or So) Business Etiquette Tips for Facebook . . . . . 285 Understand That Business Is Personal...................................................... 285 Don’t Drink and Facebook........................................................................... 286 Keep It Clean and Civilized.......................................................................... 286 Be Careful Friending Strangers................................................................... 286 Dress Up Your Page with Applications...................................................... 287 Respect the Timeline................................................................................... 287 Be Careful When Talking to Strangers....................................................... 287 Don’t Be Afraid to Ignore People................................................................ 288 Deal with Your Irate Users.......................................................................... 288 Don’t Forget Birthday Greetings................................................................. 288 Maintain Your Privacy................................................................................. 289 Chapter 18: Ten (Okay, Eight) Factors for Long-Term Facebook Marketing Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 291 Learn the Language, Eat the Food.............................................................. 291 Understand Why People Share................................................................... 292 Be Useful and Helpful................................................................................... 292 Listen to Your Fans...................................................................................... 292 Consistently Participate.............................................................................. 293 Appreciate and Recognize Your Fans........................................................ 293 Measure and Monitor................................................................................... 294 Be Fearless and Creative............................................................................. 294 Index........................................................................ 295 About the Author John Haydon is the founder of Inbound Zombie, an Internet marketing consultancy in Cambridge, Massachusetts that serves small- and mediumsized nonprofits in the United States and Canada. John is also cofounder of Socialbrite, a cross-industry social media consultancy. He is an instructor at MarketingProfs.com, conducts educational webinars at CharityHowTo.com, and is a regular contributor to The Huffington Post. John has also presented at BlogWorld, The Nonprofit Technology Conference, 140 Characters Conference, and many other regional conferences. You can read his blog at www.johnhaydon.com. Dedication I dedicate this book to marketers everywhere who are in the middle of the biggest sea of change in marketing history. There’s never been a better time to be a marketer, and tools like Facebook are rewriting the rules. I hope that by providing you with straightforward, step-by-step advice, as well as sharing my real-world experience in marketing companies via Facebook, you’ll become better at your craft and thereby take everyone to levels in marketing people have yet to explore. I also hope that you keep your Facebook marketing efforts in perspective, and always put family and friends first! Author’s Acknowledgments This project couldn’t have succeeded without the help and support of many people. First, I want to express deep appreciation for my family, especially Kate and Guthrie, who support my passion for helping businesses and nonprofits use Facebook. The time spent away from you can never be replaced. I also want to thank the stellar team at Wiley, including Amanda Graham, for her amazing copyediting; Michelle Krasniak, for her supurb technical accuracy; Amy Fandrei, who originally reached out to me and continues to hold my hand through the entire process; and finally Christopher Morris, my project editor, who kept me on track every step of the way. I couldn’t imagine working with a better team! Thanks to scores of bloggers, especially Beth Kanter, Mari Smith, Amy Porterfield, Jon Loomer and many others who keep me informed about changes at Facebook and what they mean for nonprofits and businesses. Most of all, I want to thank Facebook founder Mark Zuckerberg and his team of young entrepreneurs and software developers for their vision in realizing the most popular online social network on the planet. Publisher’s Acknowledgments Acquisitions Editor: Amy Fandrei Project Coordinator: Katherine Crocker Senior Project Editor: Christopher Morris Cover Image: © Jozsef Szasz-Fabian / iStockphoto Copy Editor: Amanda Graham Technical Editor: Michelle Krasniak Editorial Assistant: Anne Sullivan Sr. Editorial Assistant: Cherie Case
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