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Twin Cities PR/communications pros on Twitter

Below you’ll find the updated list of Twin Cities communicators online (Twitter and blogs). A number of updates this month, including two new agency accounts (Fast Horse & Colle+McVoy).

Again, standard disclaimer: This is by no means meant to be an end-all-be-all list. It’s a work-in-progress and a resource for us all. So please, if you know someone I’ve missed, please leave a comment below and I’ll add their name, Twitter handle and/or blog to the list. My plan is to update this list and re-publish every month so we have a definitive, running online catalog of all Minnesota PR/communications blogs and Twittizens.


www.beehivepr.biz (Waxings–authored by various Beehive staffers)
www.marketingpie.risdall.com (authored by various RMPR staffers)
www.dailyaxioms.com (authored by Tim Otis and other Axiom staff)
www.fasthorseinc.com (authored by various FH staffers)
www.providentpartners.net.blog (authored by Albert Marruggi)
www.toprankblog.com (authored by Lee Odden)
www.conniebensen.com (authored by Connie Bensen)
www.getfreshminds.com (authored by Katie Konrath)
www.socialstudiesblog.com (Shandwick PR/social medial blog)
www.providentpartners.net/blog/ (authored by Albert Marruggi and Mike Keliher at Provident Partners)
http://abovethebuzz.wordpress.com (Sterling Cross blog)
http://prmoxie.wordpress.com (Sterling Cross blog)
http://mediapirate.wordpress.com (Sterling Cross blog)
http://e-strategyblog.com/ (blog by David Erickson)
http://social-media-university-global.org/ (authored by Lee Aase)
http://prchickspov.blogspot.com/ (authored by Heather Schwartz)


www.twitter.com/graemethickins (GTA Marketing)
www.twitter.com/jenkaneco (Jennifer Kane–Kane Consulting)
www.twitter.com/stephaniesnyder (Padilla Speer Beardsley)
www.twitter.com/annehendricks (Fairview)
www.twitter.com/patrickstrother (Strother Communications Group)www.twitter.com/timotis (Axiom Communications)
www.twitter.com/aprilnel (April Nelson–Weber Shandwick)
www.twitter.com/mjkeliher (Mike Keliher–Provident Partners)
www.twitter.com/jeffshelman (Augsburg College)
www.twitter.com/albertmaruggi (Provident Partners)
www.twitter.com/karyd (Kary Delaria–KD Public Relations)
www.twitter.com/asdeos (Anthony Deos–Target)
www.twitter.com/leeodden (TopRank Online Marketing)
www.twitter.com/cbensen (Connie Bensen–Techrigy)
www.twitter.com/reinan (John Reinan–FastHorse)
www.twitter.com/bskogrand (Brant Skogrand–Risdall McKinney Public Relations)
www.twitter.com/bmjewell (Bridget Jewell–Mall of America)
www.twitter.com/jasonsprenger (Xiotech)
www.twitter.com/saramasters (Minneapolis Synod)
www.twitter.com/rebeccamartin (Beehive PR)
www.twitter.com/curtisrsmith (Carmichael Lynch)
www.twitter.com/sleepnumbersara (Sara Ryder–Select Comfort)
www.twitter.com/prchck123 (Heather Schwartz–Weber Shandwick)
www.twitter.com/evakeiser (Risdall McKinney Public Relations)
www.twitter.com/ekdao (Erika Dao–Mall of America)
www.twitter.com/uptowngirlmpls (LeeAnn Rasachak–Select Comfort)
www.twitter.com/knegs (Keith Negrin)
www.twitter.com/terrijellman (Tastefully Simple)
www.twitter.com/kellygroehler (Best Buy)
www.twitter.com/azemke (Ayme Zemke–Beehive PR)
www.twitter.com/perfectporridge (Greg Swan–Weber Shandwick)
www.twitter.com/joel22882 (Joel Swanson–Risdall McKinney Public Relations)
www.twitter.com/laskaroy (Jared Roy-Risdall)
www.twitter.com/mnpr (Ryan May)
www.twitter.com/melanieBB (Melanie Boulay Becker)
www.twitter.com/kaz152 (Laura Kaslow)
www.twitter.com/jbagdade (Jennifer Bagdade)
www.twitter.com/jmaustin (Jon Austin)
www.twitter.com/teddavis (Ted Davis)
www.twitter.com/dawnbryant1029 (Dawn Bryant)
www.twitter.com/bloisolson (Blois Olson)
www.twitter.com/susanbusch (Susan Busch-Best Buy)
www.twitter.com/amyLFisher (Amy Fisher-Padilla Speer Beardsley)
www.twitter.com/lizmiklya (Liz Miklya)
www.twitter.com/ngarrison (Nicole Garrison-St Paul Pioneer Press)
www.twitter.com/allinaComm (comm pros at Allina)
www.twitter.com/publicrelations (Shelle Michaels)
www.twitter.com/TCStace (Stacy Housman-Ameriprise)
www.twitter.com/haker (David Hakensen)
www.twitter.com/mcporter (Mike Porter-University of St Thomas)
www.twitter.com/roseMcKinneyPR (Rose McKinney-Risdall McKinney PR)
www.twitter.com/gabbyDNelson (Gabby Nelson-Select Comfort)
www.twitter.com/bworden (Brooke Worden-Weber Shandwick)
www.twitter.com/tkpleslie (Kaleidoscope Partnership)
www.twitter.com/mhwright (Michell Wright-Padilla Speer Beardsley)
www.twitter.com/RPMaus (University of Minnesota)
www.twitter.com/ryanmathre (University of Minnesota)
www.twitter.com/DJWolter (University of Minnesota)
www.twitter.com/egiorgi (University of Minnesota)
www.twitter.com/MrChristopherL (Sterling Cross Communications)
www.twitter.com/PRMoxie (Sterling Cross Communications)
www.twitter.com/MediaPirate (Sterling Cross Communications)
www.twitter.com/DancingQueen1 (Sarah Ryder-Select Comfort)
www.twitter.com/derickson (David Erickson)
www.twitter.com/leeaase (Lee Aase-Mayo Clinic)
www.twitter.com/mariaenergia (Maria Surma Manka)
www.twitter.com/heatherwestpr (Heather West)
www.twitter.com/dloumeyer (Andrew Meyer-North Memorial)
www.twitter.com/IntervalAdam (Adam Meyer-Interval Marketing)
www.twitter.com/IntervalChris (Chris Bevolo-Interval Marketing)
www.twitter.com/kdweiland (Kellie Due Weiland-Beehive PR)
www.twitter.com/fast_horse (official account of Fast Horse)
www.twitter.com/sandralswanson (Sandy Swanson-consultant)
www.twitter.com/collemcvoy (official account of Colle McVoy)
www.twitter.com/liztunheim (Liz Tunheim-consultant)
www.twitter.com/bsaukko (Ben Saukko-Ameriprise)
www.twitter.com/candeew (Candee Wolf-Metro Dentalcare)
www.twitter.com/jasondouglas (Jason Douglas-Spyder Trap)
www.twitter.com/doughamlin (Doug Hamlin-Weber Shandwick)
www.twitter.com/kristingast (Kristin Gast)
www.twitter.com/mkucharski (Matt Kucharski-Padilla Speer Beardsley)
www.twitter.com/impactmax (Gayle Thorsen-consultant)

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PR Rock Stars: A conversation with Kelly Groehler

If you work in the PR industry in Minneapolis/St. Paul, you’ll be hard-pressed to meet many folks who haven’t heard of Kelly Groehler. A past MN PRSA president (2004), Kelly is one of the dynamic–and more outspoken–leaders in the Minnesota PR community. She’s also an active “community builder.” Kelly gives back to her alma mater (profession advisor to the PRSSA chapter at St. Cloud St. University), is engaged professionally (APR certified; served as a member of the PRSA national advocacy advisory board) and is involved in the Twin Cities community (volunteers for the Citizens League).

By day, she’s also a key member of the corporate public relations team at Best Buy–the largest specialty retailer of consumer electronics in the United States–where she oversees the organization’s reputation management efforts and is credited with developing its corporate responsibility program. Sounds like a rock star to me. Let’s meet the woman behind this sterling reputation.

You’ve been through a lot at Best Buy the last few months with the layoffs and changes. You’ve parted ways with what I’m guessing were good friends and trusted colleagues. And, at times, you’ve shared your feelings pretty publicly on Twitter. Talk a little bit about those experiences and why you chose to share your personal thoughts over the Twitter airwaves.

Thousands of our employees, across our brands and operations worldwide, share their personal stories, their fears, and their hopes – both for our company and their own futures – through Twitter, FriendFeed, Facebook and other platforms. True, many of the stories in recent months have reflected the difficult times and decisions we’re all going through as the economy continues to churn. The impact on our business, like so many, has been painful, but it’s also very personal, from one person to the next. These platforms help us support one another, consider others around us, and stay connected as we weather these changes in our business.

We also have the benefit of talented employees who develop ways for us to funnel these stories so they can be collectively heard – from the spy.appspot.com application developed by @benhedrington, to the creative uses of simple hashtags to categorize comments of employees leaving (#goodbyeBBY) and those staying (#helloBBY), to the Connect! page at www.bestbuyinc.com, which aggregates our employees’ voices and content from numerous sources. And these are just a couple of examples.

And while several of our senior executives are also active (such as @bjdsr, @BestBuyCMO, @rstephens), I think the average person reading our employees’ stories gets a pretty honest look inside our company culture, versus trying to figure us out via some “official company Twitter handle.” (We do have @bestbuy and @geeksquad handles currently being programmed so tweets from numerous employee handles feed it.)

My own activity on Twitter has a few different origins. One is cultural: I’m grateful that Best Buy is a company that encourages employees to “bring your whole self to work.” We know our competitive advantage comes from the perspectives of our people, whether they’re in a corporate support function, or directly engaging with our customers through our channels. Sharing my own experiences deliberately through this medium provides my honest look inside Best Buy. Plus, it gives others a pretty good idea of how I’m wired, and I’m not going to paint a picture of myself that isn’t authentic.

Another is core to the profession: This is a newer medium quickly accelerating along the adoption curve, and part of my responsibility to Best Buy is to understand how it works, participate, build relationships through it, and see how it drives perception and action – just as I’ve done over the years with other channels. Yes, it’s also being explored for commercial use, and why not? Look at e-mail, phone, postage-paid mail, Web sites, newspapers, magazines, television – point to a medium over the course of history that hasn’t been maximized commercially while also providing authentic content, news or information.

Bottom line, our stakeholders participate in here, and their perceptions of Best Buy are touched by the numerous company voices – not just mine – they experience. Our ability to build trust and connect with our stakeholders will require a continued adoption of these emerging channels.

Best Buy took an interesting approach in communicating with staff about the financial challenges and layoffs in December. Essentially, Best Buy gave staff a choice—take a buyout package or stay and take your chances. When this news was shared publicly, you did an interesting thing: I noticed you shaping the conversation on Twitter. Making sure the facts were correct. Answering questions. And providing your take on the situation. How do you feel that impacted the public perception of Best Buy’s unique strategy? And how did your work on Twitter intersect with your media relations strategy during that announcement?

We know that everything internal is external, and vice versa, so we have a tendency to approach communications strategies from the vantage points of numerous stakeholder groups and the use of multiple employee- and public-facing channels. This was no different a case. The sensitive nature of the financial challenges, and the subsequent impact on employees, meant the message must land first with our own people. Our external outreach strategy was laser focused and wholly proactive, targeting the key influential reporters covering our business. 

That said, we knew the story would come back to us once the employees heard it. (We had a call from the Star Tribune less than 20 minutes after an employee e-mail message was distributed, listing the number of employees taking the voluntary package.) Twitter and other platforms are both internal and external media, so they were key to the effort, as part of the broader communications strategy. That said, I don’t think any of our public relations team members’ voices on Twitter (me, @susanbusch, @hawkstang, @justinbarber, @erinbix) for a major event in our business would be as effective if we weren’t tweeting on a regular basis.

How this particular strategy has affected public perception of Best Buy remains to be seen. There generally aren’t any quick-win measures for reputation. Our stock price has been somewhat steady – relatively speaking – since we announced the voluntary option. But we’ll also look at reputation measures, both proprietary and syndicated, that take the pulse of the perceptions both the public and our employees across the U.S. have of Best Buy, and their willingness to act (shop, work for, invest in, support locally). And we need to quickly follow up this next year with stories of how Best Buy is going to weather this tough period and stay competitive in this new era. Overall, I am pretty confident that we’ll look back at this period in our business and feel good about the way we chose to handle it.

You work in corporate PR-reputation management at Best Buy. However, you spend a decent amount of your day online on Twitter. Talk a little about the unique way you use Twitter to help further and protect Best Buy’s digital reputation online.

I guess I don’t see it as a “however” proposition. Funny, how we were saying the same thing 10 years ago about e-mail: “You’re spending too much time on it! Get back to work!”

I certainly do not see a distinction between an online, or digital, reputation and an overall company reputation. I have a pretty strong point of view that many are overreacting to social media, and compensating for it by trying to “sell” it as something it’s really not. Case in point: online reputation management. That, to me, is an attempt to spin something that can’t be controlled (reputation) and packaging it into something that can be (SEO, click-throughs, followers, etc.). It’s like pointing to the number of news releases issued in a year as a measure of impact. I’m not buying it.

I was tweeting earlier today with @creichow about our tendencies for flavors of the month. As he correctly pointed out, e-mail today is ubiquitous. But 15 years ago, we agonized over how it would deplete productivity and diminish the value of face-to-face conversations, while others extolled it as the game-changer for organizational excellence. Then, 10 years ago, we were doing the same with e-commerce. Today, what do we do? We agonize over social media, how it depletes productivity and diminishes the value of face-to-face conversations, while others extol its game-changing qualities for organizational excellence.

Again, this is a newer medium, and we need to understand how it works and participate. But the measures for what it can do are better directed at the outcomes, not the outputs. And, soon, this too will evolve, and I’m sure we’ll get all frazzled over the next big thing.

We’ve had a few conversations in the last couple months about the value of APR. I know you hold this certification (as do I) but we both agree there’s work to be done to position the APR designation better in the eyes of the business community. In your mind, how can we best tackle this challenge?

Right now, it’s entirely upon me, the carrier of the designation, to position and articulate its value for my business peers, and even for many of my public relations peers. But I don’t believe better branding for APR is enough. The challenge rests with the undergraduate programs, both in the liberal arts colleges and in the business schools.

The very problem we have with recognition of the accreditation designation – and with the public relations profession, for that matter – stems from the first introduction a student has to the role of public relations in business. If we keep the PR students in one building, and the business students in another building across campus, chances are very good they’ll learn two entirely different sets of ideas, and leave with two different pictures of what success looks like. Last I checked, the ones usually leading in the board rooms aren’t the PR graduates.

I don’t at all discount the liberal arts underpinnings of the profession; I value mine, and I believe they do fill a critical gap missed by business management programs. Additionally, PRSA does play a key role in undergraduate education, and I’m constantly impressed by students involved in the PRSSA chapters. But I don’t think that’s enough to overcome the “PR as marketing tactic” perception held in the business programs.

Until we force more connection between business management principles and communications principles, then we’ll continue to have the same problems with true recognition of public relations as a business management function. (Case in point: Who told Lehman Bros. it was a good idea to stand up at Davos in 2008 and announce that it was shock-proof to any economic hardship?)

Historically, Best Buy has been on the cutting-edge when it comes to new media and technologies—as evidenced by the development of Blue Shirt Nation just a few years back. How is Best Buy leveraging social media tools today to engage its customers and key stakeholders—especially during times like this when customers may not be willing to spend as much discretionary income as they would have in the past?

We sell consumer electronics – the stuff that makes all of this social interaction possible. Broadly, we know that our perspective on technology, and its constantly-changing state, is key to our differentiation against cost-based competitors like Walmart and Amazon. And that’s what customer centricity is about: not a focus on the technology itself, but rather helping consumers use technology in ways that enrich their lives.

So while I don’t think I or any of my colleagues would say that we’ve cracked the code, there is a shared point of view that social forums help us empower people to collaborate, listen, solve problems, and find new opportunities to help consumers discover what technology can do for them. We have a number of ideas, tests, and initiatives in play to engage our people, consumers, and others through these new channels. We know that some will work, others won’t, and everything will constantly evolve. That said, we’re not afraid to take risks, try things, and even fail, so long as we learn something from the experience that will further our business strategy and growth goals.

You’re a former MN PRSA president and long-time advocate for the organization. Talk a little about your involvement with PRSA and how it has helped shape who you are today as a PR practitioner.

I’ve been a card-carrying PRSA member since college, and I can’t give enough credit to the programs, experiences, networks, mentors, and leadership development I gained through active participation in PRSA at local and national levels. My viewpoints around reputation management, for instance, stem from those same theoretical and practical experiences. The accreditation process is vigorous, and the code of ethical conduct is a strong baseline for good practice. I absolutely think the organization is well-poised to help those entering this profession to view their work as a business management function, something that helps an organization steer its actions and words and advoca
te for the public perception.

I also think PRSA is at an interesting crossroads for its continued relevancy, particularly for those who have an increasing number of years’ experience. Not only is the accreditation program in need of coalition-building within business, we’re seeing business itself continuing to move toward adoption of corporate social responsibility (CSR) principles – that is, social and environmental accountability, as well as financial performance. These are times when the need for clear messages, stakeholder engagement, and advocacy in the court of public opinion has never been greater. Sadly, an entire cottage industry has emerged for CSR, and we don’t see the levels of engagement of public relations principles or practitioners where they need to be. This is more than an agency carving out a CSR practice area, or creating new award entry categories; this is a fundamental opportunity for the public relations profession to shine and add tremendous value to businesses worldwide.

I’m a believer in Bill Murray, the PRSA president, and his ability to navigate the society through this next wave in business, and come out well-positioned on the other side. So I won’t be giving back the membership card anytime soon.

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Who’s talking on Twitter? A list of moderated conversations and discussions

Below is a short list of hash-tag-based moderated conversations on Twitter. The best way to follow any of these conversations: use an application like TweetChat, enter the hash tag and group name and join the fray. 
Please add any discussions or conversations I’ve missed. I’ll commit to updating this list on a monthly basis as a community resource:

When: Monday nights from 7-10 pm CST
Moderated by: Sarah Evans (@prsaraheavans)
Who should attend: PR professionals, journalists, bloggers
Notable contributors: @storyassistant, @rockstarjen, @rachelakay, @skydiver, @pitchengine, @dannybrown + hundreds of others I’m missing

When: Sunday nights from 8-9 pm CST
Moderated by: Dana Lewis (@danamlewis)
Who should attend: PR/communications pros in health care, physicians, heath care researchers
Notable contributors: @edbennett, @tstitt, @2healthguru, @philbaumann, @billfer, yours truly (@arikhanson) + a slew of other passionate health care folks
#ageop (aka “Age of Opportunity” chat)
When: Thursday nights from 8-9 pm CST
Moderated by: Marc Middleton (@marcmiddleton), Bill Shafer (@billshafter), Katy Widrick (@kwidrick) and Jackie Carlin (@jcarlin)
Who should attend: Anyone interested in “the opportunities that exist for all regardless of age.” Topics in previous weeks have included the divide between boomers and Gen Yers and how the Web has changed the lives of those 50-plus.

#gno (aka “Girls Night Out”)
When: Tuesday nights from 8-10 pm CST
Moderated by: Featured panelists include Gina LaGuardia, former editor-in-chief of CollegeBound Teen Magazine; editorial director for the CollegeBound Network; @ginalaguardia; Keith Bourne, AdaptiveCampus, @adaptivecampus, Capella University representative; @capellaU; Nicole Russo, Capella University student and single mom of nine-year-old, working online toward a Master of Science in Mental Health Counseling degree, @nicatcapella
Who should attend: “Mommy bloggers”, women interested in a variety of relevant and timely topics

When: Thursday nights; 8-9 pm
Moderated by: Chuck Welch (@chuckwelch & @journ2journ)
Who should attend: Journalists
Notable contributors: @lifeofmichael; @catekustanczy, @karenhanson 
#smbiz (aka, “Small Business Chat”)
When: Tuesday nights from 8-9 pm CST
Moderated by: John Sternal (@sternalpr)
Who should attend: Small business owners, entrepeneurs, independent marketing and PR consultants; group discusses issues facing small businesses today including hiring and insurance issues (topic for March 3 edition).

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Brands on Twitter: What’s the best approach?

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The best investment you’ll ever make

Over the last six months, I’ve been asked many times by colleagues, friends and family why I spend so much time on Twitter and other online channels. 

My one word response: Relationships.
Like nothing we’ve ever seen before, tools like Twitter allow you to connect, share and collaborate with fabulously smart, creative and interesting folks across the world. People like Chris Brogan, Amber Naslund, Beth Harte and Jason Falls, just to name a few (OK, so I don’t connect with many people from Singapore….yet). 
These tools also allow you to build and foster relationships that often lead to real-life relationships. You hear examples all the time. Folks that have connected for months–even years–online, meet up in person and make the relationship that much stronger. It’s like online dating, in a way. Twitter, and tools like it, provide you with the introduction and you build and nurture the relationship from there. I have gotten to know so many great people online this past year in the PR industry–folks like David Mullen, Rachel Kay, Danny Brown, Allan Schoenberg, Matt Batt, Scott Hepburn, Sonny Gill. I could go on and on. And I hope to meet many of these folks at events like SOBcon09 and BlogPotomac in the year to come. I also hope to meet up with others on a more personal plane in 2009–golf trips, informal meet ups, etc.
Why am I investing all this time and effort into this relationship building?
Simple. I see it as the best professional investment I can make. The relationships I build help me:
* Learn new skill sets. We’re all learning about the ins and outs of these social media tools together, right? What better way to learn best practices and new approaches than from your colleagues and friends online? Seems like I learn a new way to use Twitter from my friends every day. I’ve also discovered new approaches to my blog by following, reading and commenting on some of the best blogs out there in the PR/social media space.
* Meet new people through my network’s network. One of the first people I met through Twitter was David Mullen (lucky for me, I know). But through David, I’ve gotten to know so many other folks, like Lauren Fernandez and Jen Wilbur, who I know consider good friends and smart colleagues to turn to for advice and ideas. I’ve also met new PR folks locally through my online network–people like Ryan Mathre, Dan Wolter and Ryan Maus at the University of Minnesota. Folks like Graeme Thickins, Brad Bellaver and Albert Maruggi through Social Media Breakfast. And I’ve fostered existing relationships with PR colleagues like Eva Keiser, Jason Sprenger, LeeAnn Rasachak and many, many others. 
* Uncover new opportunities. Through Twitter and the relationships I’ve built online, I’ve been offered speaking opportunities (about social media/PR) and recently had a shot at moderating the famed Journchat conversation on Monday nights (congrats to @standupkid, by the way). Offline, my relationships have led to at least two job opportunities, freelance consulting engagements and a slew of life-long friends.
* Hone existing skills. During the day I spend my time consulting with clients, thinking and writing. That’s pretty much it. So, you would think I’d be pretty sick-and-tired of writing by the time I got home at night, right? On the contrary, I’ve found my online engagement to be a great way to hone my writing skills differently than the way I practice in my “day job.” And, since I don’t work as much in media relations in my current job, I relish the chance to develop my pitching skills through Twitter. After all, every time I attempt to promote a blog post or RT someone else’ tweet, isn’t that what I’m doing? And, in 140 characters no less.
* Build life-long friendships. You can’t put a price tag on this one. Folks like David Mullen, Allan Schoenberg, Lauren Fernandez, Jen Wilbur, Rachel Kay, Matt Batt, Candee Wolf, Joel Swanson (I can’t possibly name everyone) are people I see myself staying in touch with for a very long time. They’re people I connect with on a professional AND personal level. And I value their friendship and opinions every single day.
* Feel better about life. Every day I go online and connect with my colleagues and friends in San Diego, Boston, North Carolina, M
innesota, heck even Romania (yes I follow someone from Romania)–I feel better about myself. I feel better about humanity. I feel better about life. 
That’s the “ROI” of relationships to me. What about you? Why do you spend so much time building your relationships? What do you hope to get in return?

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