Chapter 12

Crowdsourcing with Social Media

In This Chapter

Seeing what social media can do for your crowdsourcing

Gathering a private crowd

Reaching the crowd with simple social media strategies

Using a crowdsourcing tool to extend your reach

If you’re familiar with social media – websites that you can use to organise your social interaction – and make use of it in your business, you may wonder whether you can use it for crowdsourcing. The good news is that using social media is closely connected to crowdsourcing, and social media platforms can be useful for supporting crowdsourcing. Twitter, LinkedIn, Facebook, Flickr, YouTube, Pinterest, and even the WordPress blog on your website – you can use them all to recruit crowds, to engage crowds and to promote the work of crowdsourcing. In some cases, you can even conduct elementary crowdsourcing with nothing more than ordinary social media platforms.

In this chapter, I show you the principles for using social media to conduct your crowdsourcing projects. Because some of the more established forms of social media such as Facebook, Twitter and blogs are so well known, I focus on these, but you can use the same techniques on other platforms too.

Knowing the Benefits and the Limitations of Social Media Crowdsourcing

You can find several benefits of crowdsourcing with social media platforms:

You may be more familiar with social media than with any specialised crowdsourcing platforms. Because you aren’t learning to work with a new platform, you can concentrate on the steps of crowdsourcing and doing them properly.

Social media often gives you access to large crowds of people who have a connection to you. Such crowds may be especially useful in crowdfunding.

Social media platforms are far better known than most of the crowdsourcing platforms and can be a natural place to promote your work.

However, social media is designed for certain kinds of social activity and not for crowdsourcing, so crowdsourcing on social media also has its downsides:

Even with the most sophisticated plugins (that is, additional software that you can plug into an application to customise what it can do), social media can usually handle only the most simple forms of crowdsourcing: a simple crowdcontest or elementary macrotasking. Social media doesn’t easily lend itself to microtasking or complicated forms of workflow (see Chapter 16).

Social media doesn’t handle your relations with the workers like a crowdsourcing platform does. Instead of a crowdsourcing platform handling these responsibilities for you, with social media you are responsible for payments and tax paperwork.

Social media provides you only with connections to your friends, but not to the right crowd. While you may live in a world with only six degrees of separation and can find any individual by chasing connections of connections, you may easily have to wade through a lot of friends of friends to find the specific skills that you need.

Don’t try to crowdsource via social media simply because you already understand this medium and conclude that it may be easier to make crowdsourcing work on Twitter or Facebook than to learn how to use a crowdsourcing tool. This conclusion is a classic technological mistake, and many an individual has found out that using the wrong tool to do a job can be costly – a cost that you pay more in time and effort than in money. You start with a social platform because you know it and then discover that you have to learn a crowdsourcing plugin. You learn the crowdsourcing plugin and then discover that you don’t have the right crowd. However, since you invested in learning the plugin, you start to recruit your own crowd. This chain can continue for every step of the work. Each time, you decide that you’ve invested too much to stop, but you still have to do one more piece of hard work: complete the tax paperwork, check answers by hand or guide the work through each step of the process.

When you choose your tool at the outset, check that it’s sufficient for your job. While you may be able to open a bottle of beer with a pair of pliers or drive a nail with a crescent wrench, you also know that you can find better tools for both of these jobs. Use the right tools for the right job.

Building a Private Crowd with Social Media

Social media isn’t just a means for staying in touch with friends; it can be a crowd-management tool that enables people to manage their contact with other people. Of course, people have been able to manage human contact for generations with technologies no more sophisticated than a sheet of paper and a pen filled with blue-black ink. However, social media brings to this activity all the power of automation and enables you to:

Engage a large group of people

Engage people more quickly and at a greater distance

Reduce the cost of sharing certain kinds of information such as photographs, documents and personal news

In all, these qualities of social media make it a good tool for managing a crowd. Social media is especially good for managing a private crowd, one that’s united by a common interest, common value, common skill or common employment.

Private crowds are very important in crowdsourcing. They enable you to achieve some of the benefits of crowdsourcing without all of the drawbacks. Private crowds are most commonly found within companies, where employers use the employees as the crowd. When you crowdsource with company employees, you can be more confident that the information you give the crowd won’t go to people who might use it against you.

Private crowds can give you:

A group of people that you can trust, because they share common ideas, goals, backgrounds or employers

Workers who understand the kinds of work that you’re doing, because they’re already involved with it

Workers with a known background or skills that have already been checked by other people

Of course, private crowds have some drawbacks as well:

A private crowd may not have people with the skills you need. You may need to look outside your organisation for these skills.

A private crowd may not be big enough. When you put a question to it, you may not have enough people to answer it.

A private crowd may not be able to give you a new point of view, because the crowd is familiar only with the ideas and concepts that you already know.

Building a private crowd with social media is much like trying to expand your personal circle of friends. You need to put effort into the work, and you soon discover that a few basic activities help you form relationships. Here are a few pointers to help you create and maintain a helpful and positive private crowd:

Create a clear statement of the purpose and values of the crowd. This activity is much like the first step you take to build any kind of organisation. You want a web page or other presence on the Internet that explains what your crowd is, what it does, and the benefits of being part of it.

People want to know the value that they’ll obtain by being part of this work, so shout about the benefits of belonging to the crowd. You can describe the work all you want, but if you can’t communicate the value, you’re only going to drum up a few members.

Recruit a group of friends, employees or another social group to start with. Building a group is easier when you already have a few members.

Ask the crowd members to invite their friends to join the crowd. People always find it easier to join when they’ve been invited personally.

Have a means for chasing connections. When someone joins your crowd, ask for a list of his friends and then invite the ones that seem appropriate to join your crowd. If you do this, however, be mindful of the spam problem. People receive a lot of unwanted email. Ask them to join your crowd only if you think they can help you.

Communicate with the crowd. Make sure that the crowd members feel they’re part of a living and productive organisation. Give them updates about the progress of the work. Let them know that their contribution is valued.

Give crowd members something to do. Crowds need to be active. If crowd members aren’t working, they can slowly drift apart and stop being a crowd. If the crowdsourcing site has no work, the crowd members have no reason to check that site regularly. If they stop checking the site, they will do other things with their time. Some crowdsourcers have found that they can keep a private crowd engaged with various puzzles, challenges and contests, although that strategy may not be the best. If people expect to work but have no jobs, they tend to become annoyed and leave.

Let crowd members talk to each other. If your crowd doesn’t talk in your presence, it’s certainly talking in your absence! Let your crowd members share experiences, gossip, and talk over social media. You may start to understand how they think and have a few ideas that improve your crowdsourcing.

Let the crowd see what it’s done. Use social media to show the results of the crowdsourcing project so that all may see it, including the crowd itself.

Doing Simple Crowdsourcing with Social Media

If you know how to use some form of social media, and you think that you want to use that social media for crowdsourcing, ask yourself two questions:

Will I be doing this job a second time?

Does this job involve payments to more than one member of the crowd?

If the answer to either of these questions is ‘yes’, you probably want to use one of the crowdsourcing tools that works with social media. In that case, jump to the next section, ‘Turning the Process Upside Down: Using a Crowdsourcing Tool’, which deals with such tools.

However, if you have a simple task to do and you know how to use social media platforms, then feel free to use these platforms to crowdsource.

All social media platforms have policies about the use of their sites. Before you attempt any form of crowdsourcing on social media, review the site’s policies on crowdsourcing and make sure that your task conforms to these policies.

Crowdfunding: Fundraising with Facebook

Facebook (www.facebook.com) has become a common site for fundraising. Most organisations that try to raise money through Facebook use a fundraising app such as FundRazr (see the later section 'Crowdfunding: Fundraising with FundRazr'), or have a customised site that makes it easy to contribute funds. However, you can do elementary crowdfunding on Facebook with nothing more than a simple page that describes your needs.

Create a page on Facebook that explains why you need funds and how much you’re looking to raise. Emphasise the benefits of donating these funds. As with all crowdfunding, you need to emphasise the benefits to both the donor and to the cause. (See Chapter 6 more for more ideas about crowdfunding.)

When creating the Facebook page, add a photo or a graphic that illustrates the need for funds. If you’re doing a fundraiser for medical funds, you might include a picture of a person who’d benefit from the money. If you’re raising money for an artistic endeavour, perhaps you can have a sketch of the proposed work or an example of prior work.

Make sure that you clearly indicate on the page how people can give money. You may direct people to an organisation’s home page if it has a donation link, or to a PayPal account. You may even suggest that people send a cheque to an address.

You need to help potential donors determine that your campaign is legitimate. If you’re raising money within a small circle of friends, you can probably achieve this aim by letting people contact you if they have any questions. If you’re working with a larger crowd, direct the crowd to a well-known website or use an accredited fundraising tool (see the later section Crowdfunding: Going fundraising).

After you establish your campaign, you need to engage your crowd. Here are some pointers:

Start this process by sending messages to your friends and encourage them to donate.

Ask the growing crowd to spread the word on Facebook; the members can ‘share’ details of your campaign to their news feed. The more that you can build on the network of the crowd, the more likely your campaign is to be successful.

Make a donation yourself – actions speak louder than words.

Use the Wall on your Facebook page to give reports on the progress of the campaign and talk about the recipients of the funds.

When you receive a donation, send a receipt and thank-you note.

When you design your fundraising campaign, review not only the policies of Facebook but also legislation in your country. In some areas, you have responsibilities that go beyond those that Facebook requires. For example, you may be required to keep a list of all donations and to be able to prove that the funds were actually used for the purposes stated.

For more on crowdfunding, head to Chapter 6.

Macrotasking: Looking for freelancers with LinkedIn

LinkedIn (www.linkedin.com) presents itself as a tool for managing business connections. It has a search tool that enables you to find people with specific skills among both your direct connections and your extended network – your colleagues, the colleagues of your colleagues, the colleagues of the colleagues of your colleagues, and so on. Many people use this search tool to help them recruit new employees. With this facility, LinkedIn can be a platform for macrotasking. Macrotasking (see Chapter 7) is a form of contract employment, and hence it fits easily into the LinkedIn framework. LinkedIn enables you to post contract jobs on its site and then recruit applicants from people who have entries within the LinkedIn database.

LinkedIn has a standard form for posting a job on its site. In this form, you have to describe the job. As with all forms of macrotasking, the better you are able to state the requirements of the job, the more likely you are to find a contractor who can do your job. You also have to determine whether you’ll paying the contractor by the hour or by the job, and clearly state the kind of skills you’re seeking.

Unlike most macrotasking sites, LinkedIn charges you a fee to post a job. This fee may make LinkedIn less attractive than commercial macrotasking sites which don’t require a fee to post a job. However, on the plus side, you find people on LinkedIn with a much broader set of skills than those generally found on macrotasking sites.

After you post your job, you can use LinkedIn to talk to the crowd. LinkedIn publicises the job to its members. You can send notices of your job to people that you know. You can also communicate with the crowd in ways that you can’t on a traditional macrotasking site. If you’ve a higher grade of membership in LinkedIn, you can send messages to connections. If you don’t, you can offer a referral bonus to anyone who can connect you with the right contractor. Recent research has shown that referral bonuses or similar kinds of payments can help a crowd solve a problem, even if your problem is that you need help to find the right contractor.

Crowdcontests: Turning to Twitter

Crowdcontests, in which people compete for a prize (see Chapter 5), are a simple form of crowdsourcing that you can conduct on any form of social media. Certain forms of such contests work nicely with Twitter (http://twitter.com), which gives you the ability to reach a large community but restricts your communications to 140 characters or fewer.

Twitter is especially useful for the most elementary form of the crowdcontest, the form that’s really an extension of an Internet search. In this form of crowdcontest, you’re looking for some key piece of information. You’ve looked at all the major search engines and found nothing useful. You’ve looked at some of the big information databases and hit a brick wall. Twitter allows you to put a question to a large crowd.

Belinda is looking for the Chinese restaurant where she celebrated after her wedding 20 years ago. She’s forgotten the name, although she vaguely recalls that it was something popular such as the ‘Golden Dragon’. Even the neighbourhood is now somewhat vague. All she has is a picture of the wedding party with the restaurant owner, somewhat dark and dingy. Belinda runs a contest on Twitter to find an answer to her question. She tweets ‘£3 reward for name and address of Chinese restaurant near Norwich in 1992’ and includes a link to the photo. An hour later, Belinda’s got a name, an address and a table booking to celebrate her 20th wedding anniversary with her husband at, you guessed it, the Golden Dragon.

Twitter is commonly used for marketing contests, which are similar to crowdcontests. Firms use Twitter for sweepstakes, to obtain creative photographs or to elicit unusual suggestions from customers on how to use the firm’s products. Because of these regular contests, Twitter has a well-developed set of policies on contests that you should review before you start your own contest.

If you’re running a contest that’s more complicated than simply finding a piece of data, you may need to develop your own web page to support the contest. If you’re running many simple contests, you may find that a basic web page combined with Twitter adequately supports all your work.

Microtasking: Translating via a blog

Microtasking is one of the complicated forms of crowdsourcing, because it requires you to divide a large job into small tasks, distribute those tasks to the crowd and then assemble the results of that work into a unified whole. (For details of microtasking, take a look at Chapter 8.) You need specialised tools for many microtasking jobs, but you can handle basic microtasks with tools as simple as a blog or a spreadsheet. You can use these tools to do a simple crowd data collection or a crowd translation.

Aarav has a short article that he wants translated from English into Kannada. Aarav runs each paragraph through a translation program to obtain a starting translation. Then he creates a spreadsheet – in one column is the English original, and in the next is the program’s translation – and publishes the spreadsheet on his blog. He provides instructions for the microtaskers on his blog: they claim a paragraph by putting their name and the date next to it; they email the translated paragraph back to him with the paragraph number in the subject line; and so on. Aarav then advertises the microtask to his crowd. If he has enough readers of his blog, he may have to do no additional advertising. If he needs to reach more people, he can tweet, post a notice on Facebook or do any of the usual things to draw attention to the work.

Aarav gets a good response, and soon all the paragraphs are out being translated. He hires someone to assemble the paragraphs into a complete text and someone else to read and verify the final translation. Job done.

Turning the Process Upside Down: Using a Crowdsourcing Tool

Social media is a great tool for communicating with crowds. You can publicise your job, give instructions, listen to ideas and promote accomplishments. If you restrict yourself to social media, you can do the simplest crowdsourcing jobs and, in the process, you may be able to teach yourself all the details of crowdsourcing. However, you will likely be able to accomplish more if you start with a crowdsourcing platform and learn how to use it.

A number of vendors have created crowdsourcing tools that work with social media, and I explore the main ones in this section. These tools are plugins, links or other forms of software that give you an environment within the social media platform that’s similar to that of a full-service crowdsourcing platform.

Usually, the social media platform (such as Facebook or YouTube) has a link to one or more of these crowdsourcing tools, and you use these crowdsourcing tools on a website. To be able to use the tools, you first need to design your crowdsourcing job and then go to the site which hosts the crowdsourcing tool. Here, you enter the details of your job – the description, instructions, reward and so on. When you’ve done that, the crowdsourcing tool heads back to the social media site and uses the details you entered to recruit the crowd. The tool will contact your friends, the friends of your friends, and other people to build a crowd.

Many crowdsourcing tools work with different forms of social media. The tools work with Facebook, so you can, if you want, restrict yourself to Facebook. If you want to raise your crowd through Twitter, that’s fine; the tools work with Twitter. Some even enable you to connect to the address book of your email account and use the names in it to raise a crowd.

Crowdfunding: Going fundraising

Fundraising is easier within Facebook or other forms of social media if you use a system that handles the detailed work, including the collection of funds, correspondence with the crowd, issuing receipts, and creating letters of appreciation. An example of such a system is FundRazr (http://fundrazr.com). It lets you work within the Facebook environment, but makes it easy to plan and manage a crowdfunding campaign.

When you use a system such as FundRazr, you can see how crowdfunding and crowdsourcing can be divided across many systems. FundRazr uses Facebook to communicate with the crowd. It also uses the online payment site PayPal (www.paypal.com) to handle payments, transfers of funds and accounting. You then manage the campaign through FundRazr. You log on to FundRazr and define the campaign and add your Facebook and PayPal accounts. FundRazr then handles the necessary correspondence with those accounts.

FundRazr can manage a crowdfunding campaign for an individual or a non-profit organisation. The screen for the personal campaign allows you to define the basic elements of the campaign: a short title, a statement of the reason for the campaign, and the financial goal of the campaign. (At the time of writing, FundRazr uses the incremental fundraising model only. The goal is merely a target. The cause receives any amount collected by the site, even if the total falls far short of the goal. FundRazr doesn’t currently offer an all-or-nothing model.)

After you create your campaign, you can then promote it to the crowd through Facebook. FundRazr gives you the tools for promoting the campaign in a variety of ways, such as through your own Wall, the Walls of pages that you control, and even FundRazr’s own crowdfunding page. You can also take direct control of the correspondence and promote the campaign to anyone you choose.

Facebook, FundRazr and PayPal all have policies for crowdfunding campaigns. Review these policies before you start your campaign. At the moment, FundRazr doesn’t handle equity crowdfunding. (For details of equity crowdfunding, visit Chapter 6.)

Crowdcontests: Modifying marketing methods

Many of the crowdcontest applications that have been developed for Facebook and other forms of social media are designed to help solve marketing problems. Companies run contests in order to bring attention to their products and services rather than do useful work. A company may ask for pictures of the different ways that customers use one of its products. It asks people to vote on these pictures and then rewards the picture that receives the most votes.

You can’t use commercial crowdcontest systems for all forms of crowdcontest, but they do work for certain kinds of contests. For example, you can easily use commercial crowdcontest applications for a crowdcontest that creates a logo or similar design to represent your company. If you run such a contest within Facebook, you may not contact the range and quality of designers that you can find at a site dedicated to design contests. Still, you may want the kind of designer that you believe you can find only on Facebook.

Top Tab (http://toptabapp.com) is an example of a crowdcontest system that works within Facebook. You can best understand it as a system that handles communication within Facebook. You define your contest on your own web page and then give Top Tab a link to that contest page. You describe the contest for the Top Tab system and provide a picture to help promote the contest. Top Tab then makes your contest available within Facebook.

Like most forms of crowdsourcing within social media, Top Tab makes you responsible for driving the crowd to the competition. You may find that this approach to crowdsourcing is appropriate for your work. You may want to run a crowdcontest within your circle of friends or within your company. In such a case, social media such as Facebook makes it easy for you to reach your intended audience.

Microtasking and crowdsurveys: Asking for Opinions on Facebook

Many organisations find the greatest value in crowdsourcing to be the ideas that the crowd can provide about products and marketing. They view crowdsourcing as a way of extracting information from the crowd, and they deploy surveys and polls to the crowd in order to collect this information.

Crowdsurveys, like crowdfunding, have become a specialised division of crowdsourcing, even though they’re a form of microtasking. You ask for each member of the crowd to give you a little bit of information, and then you combine those bits of information into a large picture about the state of the market.

When you run a crowdsurvey within social media, you attempt to find out the ideas of a group of people who are directly connected to you or are part of your greater social network. Within Facebook, you can conduct such polling in a simple manner by posting a question on your Wall and asking people to respond to you. ‘How should I approach this problem?’ you may ask, and then you give the crowd three possible responses. You then collect the responses and summarise them.

Of course, you may find it easier to run a crowdsurvey if you've an app or system that manages a poll within Facebook. One such application is Polldaddy (http://polldaddy.com), a crowdsourcing application that uses Facebook, blogs and other forms of social media to recruit crowds.

After you create an account with Polldaddy, you can define sophisticated questionnaires. You can ask most kinds of questions: yes/no, multiple choice, and Likert scale responses (questions that ask the subject to answer on a scale of 1–5, where 1 represents a good feeling, 5 stands for a bad feeling, and 3 stands for a response that’s neither good nor bad but is firmly neutral).

With the poll created, you can use Polldaddy to post it to your Wall within Facebook, to other pages that you control, or even to a Polldaddy page. Then you have the responsibility for encouraging the crowd to come to your poll. You post messages. You ask your friends to send their friends. You invite everyone that you want to come to the poll.

A crowdsourced survey or poll isn’t the same thing as a carefully designed market survey. A market survey is designed to capture the ideas of your current market or your potential market. A crowdsourced survey always draws upon the population of people who are active online and who are interested in you or your organisation. This group may be rather different to any other market that you care to engage.

Microtasking: Reading the tweet leaves

You can find out a great deal from social media, including from messages that weren’t intended for you. You can find out what the crowd is saying about a topic, how it feels about it or what it would like to do about it. You can look at a collection of texts, Wall postings, tweets or even conventional emails and judge what each message is saying. This kind of work is called sentiment analysis.

Google (www.google.com), for example, uses the techniques of sentiment analysis to track the incidence of influenza. Instead of looking at tweets or messages, it looks at the terms that people enter into its search engine. While Google may not be a form of social media, the search terms are communications from the crowd. In this case, the crowd is everyone who uses the Google search engine. The messages that we send to Google are the things that interest us. From those messages, Google tries to estimate how many people are ill with the flu.

The way that Google estimates the number of people with the flu is by counting the number of times that people enter the term 'flu' in their search engine. People tend to search for information about an illness when they (or someone they know) are sick, or when they're afraid of becoming sick. Hence the number of searches for the word 'flu' should closely follow the incidence rate of the disease (see www.google.org/flutrends/us/#US).

Sentiment analysis works in a manner that’s similar to the Google flu project but looks at more complicated messages and tries to extract more sophisticated ideas.

As an example, suppose you attend a concert in a huge arena. Fifty thousand people are in the audience and hundreds of them are tweeting about the event minute by minute. They tweet about the music, the singers, their friends, the smoke in the building and the beer that someone’s accidentally poured on their shirt. Sentiment analysis would aim to combine all the information in the tweets and determine whether the concert is any good, and whether the audience is happy or is about to riot and storm the stage.

If you change this situation slightly to imagine all the people gathered at a political rally in a large city-centre square, you can determine whether the situation is about to turn violent.

Sentiment analysis analyses large collections of information and tries to determine the feelings – the sentiment – of the writers. You collect a group of tweets with hash tags that indicate the tweets are coming from a common event, and then you try to determine the emotions or the sentiment of the writers. Unlike the Google flu example, for sentiment analysis you can’t simply write a program to search for a single word. Instead, you need people to examine each message and try to identify what emotion the writer’s communicating. If you have a lot of messages, you can’t just use a few people – you have to use the crowd.

Sentiment analysis, which is also called message catagorisation, is a common crowdsourced task. You can easily do it on Amazon's Mechanical Turk (www.mturk.com) website.

If you perform sentiment analysis on a group of tweets in Mechanical Turk, you put all your tweets in the first column of a spreadsheet and send that sheet to Mechanical Turk. You then devise a simple check box that asks the question ‘Do you think this tweet is happy, sad, angry, confused or something else?’ You release your tasks and receive back a spreadsheet that contains the information about how the crowd views those tweets. You can then analyse that information to understand the collective sentiment of those tweets. (See Chapter 8 for more information about working with Mechanical Turk.)

Several other firms offer crowdsourced sentiment analysis, such as CrowdFlower's Senti service (http://crowdflower.com). Senti engages a crowd to categorise each message. The crowd determines whether each message relates to a certain question, ranks its relevance, and answers any questions that you pose. Figure 12-1 shows a summary of a Senti review of 5,000 tweets that mention a store identified as 'Brand X'.

The crowdsourced analysis suggests that only about 40 per cent of the tweets are relevant to Brand X – only 1,998 out of 5,000. As a whole, these tweets suggest that their authors have a fairly neutral view of the product. Only a few have a particularly positive or negative feeling about it.

Reproduced with permission from Crowdflower.

Figure 12-1: Crowd-sourced review of tweets.

Recognising the Difference between Social Media and Social Research

Crowdsourcing is closely related to social research fields such as market research or public opinion polling. In these fields, you try to obtain information from a group of people (the population sample) and turn that information into useful ideas.

If you’re working with a population sample, you believe that your it represents a larger group of individuals such as car owners, mobile phone users or voters in the UK. You hope that you can make conclusions about the larger group of people that your sample represents. In both market research and opinion polling, you go to great efforts to make sure that your sample is a representative sample.

In crowdsourcing, the crowd is the crowd. It doesn’t represent anybody but itself. If you try to draw conclusions from the crowd about people who aren’t in that crowd, you may easily be wrong. You may believe that the crowd represents a bigger population, but that belief doesn’t help you unless you can find a way of showing that the belief is true.

However, you often don’t care whether the crowd represents public opinion. You’re looking for good ideas and you believe that the crowd can give them to you.

Crowdsourcing is closest to market research when you work with a crowd of people who you hope you can turn into customers. You often try to do this when you crowdsource via social media.

‘Contacts into friends and friends into customers’ is a common phrase that marketing professionals use to describe their work on the web. If you’re attempting to engage a crowd and encourage the people to use your products or services, then you may benefit substantially by using a crowdsurvey within social media, even if your crowd doesn’t represent any larger market.