[MUSIC] So Randy, we've been using the term social. And heaven knows, social in every aspect is discussed. But the other thing is mobile and, can you talk about how you see those two? Are they the same? Are they different? What do you mean when you hear those words? >> Well I think that, yeah, mobile is a very important component in a social strategy. Essentially, it's a delivery mechanism to deliver content to people. And so, one thing is if you're building your website, especially if you're on a little budget, you need to look at how it's going to look on mobile devices and adjust that accordingly. The other thing is for communities, we may want to build an actual mobile app that will help them on their journey. It works very good in the trigger event communities to essentially give them a tool that will allow them to move forward and so, we can use it as an app. But more importantly, you know, especially for a small company, using it as a delivery device is a key part of how we get stuff out. Today, if you've ever watched young people, they're not going to be reading the newspaper, they're going to be watching it on their iPhone, and their mobile phone, or Androids. Mobile is becoming more and more important, and we need to be aware of that as we create our content. >> So that really has to be my target as I begin? Be sure that it's part of mobile, especially if my audience is young. >> Right, and as you're creating your websites and you're creating your content, look at it on a mobile phone, just to make sure that it looks right, and sometimes a little adjustment here and there makes a huge deference when you're viewing it on that little, teeny, tiny screen. >> Okay, so that's one step of the toolbox I need. Let's look at the other. I'm researching a topic, there's got to be a whole bunch of free tools, and what are they, and are they available if I'm going to work in other languages or other parts of the cultures in parts of the world? >> Actually, there are a lot of free tools that are very, very useful, and let me give you a couple of them. The first one would be Social Mention, and Social Mention is a great tool. What you do is you can actually punch in any topic, any competitor, or even yourself, and you can see what's going on in social right now. For example, if I was Simshoe, one of the things I would want to do is I'd like to know worldwide, what are people saying about men's fashion? Who are the people that are talking positively about it or talking negatively about it? And with a tool like Social Mention, I can determine how strong the conversation is, where it's occurring, and so forth. Also, because there are some dropdowns that I can do with the advanced search, I can actually monitor what's happening in specific countries. And so, if I wanted to differentiate between the conversation happening in Chine versus the United States versus Germany, I have the ability to do that with this free tool. In addition to that, on these, on the site itself, it talks about how many people are talking, what are the hashtags they're using, if they're on Twitter, and gives us a lot of information on who are the real strong conversationalists, if you will, on any topic, at any time, and it's free. And so, that's one great tool to use. Another great tool to use is a tool called Alltop. And what Alltop does is you can put in any sort of a topic, let's say if I was Simshoe, I'd look at men's fashion. What it displays for you is who's talking about that now, and it shows you their actual articles and their content that you could use. And so, if I was Simshoe and I was doing a site, and maybe I wanted to bring in the current best of trends and things other than men's shoes in my products, this would be a great way to do it. >> Okay, so I want to find the experts and I want to either follow them or link up and see what they're doing. But how do I at the same time go beyond the obvious Google, and maybe LinkedIn, or a network, to find the communities? >> The thing to keep in mind is that communities exist everywhere, and we need to connect up with them and they're going to be on LinkedIn, Google+, as well as a lot of different areas and different levels of the social pyramid. And so, we want to get our content out to them no matter where they exist, whenever they're talking about something of importance to us. >> Well, there we are. Social and mobile are the big phenomena coming at us, and we've had a wonderful map to get us through what they are, but also how to create powerful content, as content strategists, focusing on the experts and the influencers, focusing on one piece that's chopped into many parts and delivered in many ways, being efficient, but engaging the audience. Thank you Randy. >> You're welcome. Thank you. [MUSIC]
