SOC1: Press Release 2.0 - News Releases in the Social Media Era

Matt Herzberger, Director of Web Communications, Florida International University


The audio for this podcast can be downloaded at http://highedweb.org/2009/presentations/soc1.mp3


[Intro Music]

Announcer: You’re listening to one in a series of podcasts from the 2009 HighEdWeb Conference in Milwaukee, Wisconsin.

Matt Herzberger: I did get a little opportunity to update these slides with kind of my--a call of new circumstances. I've done this online sort of press newsroom whatever you want to call it at multiple universities now and I kind of inherited a great one that was already kind of fully functioning and I'll just be able to add at to it. So I'll be able to bring in some kind of new experiences of people are just starting from scratch, people that are already a little bit into the process of, you know, doing some multimedia and doing newsrooms that are, you know, kind of a little bit more geared towards social media.

Click. OK, no clickey. OK. Yeah, so this is kind of where we--I guess now where we are today, this is where we were long ago, kind of the idea of an old-school press release.

You know, you might have--you know, they kind of packaged. They have the headlines, the subhead, the where you at, the date and they've got a very basic format: the who, what, where, when, why. That's just long--in the long, long, long ago. I was reading some stuff about this again this morning to refresh myself on this. There was Ivy Lee who was like the father of press releases and that was kind the method they came up, it's the method that still a lot of people are expecting to see when they do a press release.

So again this is just kind of press releases on steroids. That's what we're shooting for here. You've probably seen something like this before. I've still got screen captures up from my old job but most universities have something like this. It's a pretty basic, you know, just list of news releases; has the title, has a date maybe at most a picture. It's really kind of a blog, kind of boring to read through when you're wanting to get through it.

There's a lot of new tools out there that you can kind of add to it, you know, add a little bit of sizzle. It might be a little bit more engaging.

With different kind of forms of media, it might get picked up in different ways. While I'm going if you guys have any questions, I guess you have to stand up with the mic where I can repeat it but just feel free to jump in. Anyway, so again, a lot of the stuff that they have is just, you know, I remember when I was working here, this was like a fixed-size image. It could not change, it was just like hard coated into the CMS that we used. And so one way or another you had to make arrangements to that size which is kind of constraining.

Anyways, and really there was no ability to add anything multimedia whether it's videos, anything like that. So that's kind of what I inherited, that's what my new job, that's where they kind of started from was this against for most people either at or they're a little bit further along in the process. So when I set out to do this project in my old job, I kind of decided when I was shooting for the due.

I decided that I wanted to migrate on my own post over so I can move it into a system that'll be able to pull them in. Luckily my old site already had an RSS feed and if you have that, that kind of covers 90% of it because you can just--with most blogging platforms you can just do kind of a pull-in and add all the old post to the site.

I decided that I wanted to move to a blogging platform. I'm like a little WordPress evangelist. I love WordPress so I talk about it all the time, but there's lots of others, there's movable type and other things like that, Drupal and what. Again, I really wanted to build that multimedia into the presentations that was a big goal of mine. And I'll talk a little bit about that but I think it's one of the things that has really made our new site catch on and especially in my new job.

Again, just making it a little bit easier to digest, that format especially online with just big blocks of paragraphs, I mean, there's, you know, there's html for a reason. There's bullets. There's headers. There's subheaders, all those great sexy things that can draw attention where the old-school way was just these big blocks of text that really no one reads that stuff.

Again, a little bit easier to kind of hook up with social media sites, you know, a lot of the sites now have like TweetMeme and things like that. That was around when I did this presentation last year so I added it in real quick. I actually got wifi in the plane for the first time ever it was so great because I actually got to work on my slides for the first time.

Anyways, and then making it easy for the writers, the CMS system that I kind of inherited and one of them doing the news was just the most clunky, it was like Oracle and Java based CMS things, absolute nightmare. It really had the usability of the tool was just impossible to use. So when I kind of stepped back and decided what I wanted to do, I looked at what was out there.

You know, most new sites especially the larger sites today, they kind of--you don't call them usually blogs but they all work on the general premises of what a blog was. It was a post and there was the opportunity to comment and share and then have our assess and keep kind of engaging with that story. New York Times is a great example and there's so many out there now that it's, you know, there's just hundreds of great sites that kind of employ this philosophy of CNN. They're all really moving towards that.

And then I spent a lot of time talking with the writers because I'm not a writer, so I don't know exactly the needs of those people are. Some of them might seem totally weird and like obscure to me but they're the people that really day-in, day-out, they're going to use this system. I pretty much just put it in play and then walk away and they run it. So it needs to serve their needs a lot more than it needs to serve my needs.

One of the things that's kind of helpful--are we getting feedback or is that just another--OK, cool.

They speak louder than me, apparently and I didn't think that was possible. Anyway, so, yeah, there's lots of different kind of layouts and themes especially of WordPress right now if you Google like WordPress news team or WordPress news template, you will get just tons and tons of results. Just recently I'm starting to kind of rework my new job is one it was a really, really heavy template and it started to get kind of the bloat idea because people started to add like little links to Twitter, little links to Facebook and it just became this massive like growing mass or something like that. So I kind of tried to pull it back and make it a little bit easy.

I think it was like two or three years ago, one of the universities that really got me into doing this idea was Concordia. I know there's multiple Concordias, one of the Concordia Universities did a presentation on using the WordPress as like a CMS using the WordPress as a new site and they actually built their own theme that are leased to the site and the first social media new site that I used, I used their theme but now there is seriously hundreds and hundreds of them.

So I mean is it leads us to social media press release. The idea of a social media press release, if you follow what most people talk about, it's something was somewhat of rigid form. I'm going to kind of talk about a few different options you can do with it.

So again there's the traditional new releases which some of you may or may not still be doing it. It's again the one that I showed in the second slide. Its title, date, subhead, and then a bunch of paragraphs. There's this one that again as a starter, it might be easiest to kind of try and do this. This still works pretty well with a lot of the traditional people. It's something that a lot of them were kind of starting to get used to and expect.

This then is what I call the kind of the really progressive one. This is what we'll sort of be presenting about. On some of my sites, we've done a couple of these and they actually got a really good engagement but I would think most of the press releases that we're doing in our press site were kind of in this format.

Any questions so far? Yes, no, OK. OK, so this kind of came out-- if you go to socialmediarelease.org, this is the formalized template that they came up with. There's a company called SHIFT Communications--let me jump to the next slide because I want to be sure. OK. How this all came about this kind of moved in or this discussion about social media press releases was there was a guy--I can't get the name off on top of my head, wrote this article and one of the Silicon Valley newspapers and it was called "Die! Press Release! Die! Die! Die!" and it was like a picture of like a tomb stone with it says Rest in Peace Press Release with a knife through it.

And what it was trying to communicate was the utter disgust of the fact that we're not doing press releases on the medium of the web yet you're not leveraging or communicating the way that we're taught to write and communicate on the web. Again, there's no bullets, there's not an easy way to link things, there's not any real use of multimedia in those and so it was kind of an attempt to do this.

In the upper left it says SHIFT. There's a company SHIFT Communications, a guy named Todd Defren and he was kind of the first guy that pushed this idea. There's a kind of a crew of people that ran this socialmediarelease.org who have worked on this. So again, they just kind of really it's nothing that crazy. It's just kind of turning what an old-school release was and just repackaging it a little bit. They gave the opportunity to add our assess. They have photos which might just be stock photos, head shots in a nice, large usable resolution, things like that.

If you have multimedia like podcast or video that are associated with this stuff, adding that stuff into it, easy ways--now this one just says add to Delicious where you'll see a lot of sites there's those buttons across the bottom like 20 different logos for all kinds of different sites. Again, I don't know know the need to go crazy and add like hundred of those little links on the bottom, maybe just choose the top 5 to 10 because it gets a little crazy when you just add everything single site.

Alright, so really what we're trying to do here is just make the news a little bit sexier. Reading these boring packaged releases--and it kind of depends, you know, what the focus or who the audience is you're trying to have on your site. I was just, the other day actually, looking at UCLA's new site and I noticed they actually had separate sites that one was what they called the news room and one was kind of on-campus news site.

I know some universities separate them, some did them all together, so really you need to just kind of look at who your main audience is that you're shooting for this. Alright. So one of the things that really enables a lot of this stuff is RSS, you know, it's ability to share, syndicate, move it all over, you know, for the people that aren't as technical you don't really need to think about what RSS is. It's really just plumbing, it's kind of a little function that does something which is just syndicating and moving kind of send her out. So you don't need to worry about that much.

Again, this is one of the sites I really didn't get a chance to edit a lot. This was writers or problems--kind of where was previously, these were the biggest problems that I had. It was convincing the writers to change the way that they've done it forever and I'm sure all of you know when you're trying to get someone change, they're kind of apprehensive when it's just the way they learned to do it let's say in school or wherever it is they learned, they don't want to change it up.

One of the things that I really try to do was to try and get them to work on and build a relationship. Most people that are writing press releases are writing them to get picked up by someone, something. My hope at least is that they have some kind of a relationship with the person that they are sending these press releases to all the time otherwise, I would be really annoyed if I just, I mean, like I personally I run the site Blog HighEd and I get people that send me what I call unsolicited PR pitches all the time and it annoys the crap out of me because I'm really not interested in what you're doing.

So hopefully, you have a relationship with the person you're trying to send it to and you can say, "Hey, we're considering doing this kind of new format. Does that work for you guys? Do you have any thoughts on it? and maybe you can build a relationship" because one of the things that we started doing was we tested out a couple of the kind of true-form of social media press releases, and this is since I've been in Miami, and again that's a really, really big market with like The Herald and stuff, and we found that they actually started picking up a lot of our multimedia and stuff.

Where in the past, most newspapers will just pick up little package press release but we've done a couple with a lot of multimedia integrated, and they started picking up and even packaged them and putting on the news. What I was pushing my PR people to do was figure out exactly how they wanted it packaged. I mean, like if you're doing a video, what resolution do you want it at. Do you want like blank buffers on the front and the back? Do you want a logo on it? Whatever it is, again, you're making it to sell to this person so make it what they want.

Again, we went back and forth, I talked to the writers a lot, and we just kind of had to talk, you know, discuss it, get out what it is they want, why I am trying to push it on them. Another thing that, you know, with these new sites, WordPress, it's great and all but then there's this kind of consistency. I'm the code person so I'm really into up standards and I really, really, anal about that but when day-in and day-out it's them running the site, you get all kinds of goofy of stuff.

You get people closing things for Word documents even though I tell them, "Do the paste for Word thing, it will strip out all the crap" but they never listened to me and then I always go back and I look at posts that they've done in there and I'm just like "Oh, my God. They did it again." and you mentioned it and they fix it for one or two posts and then they go back to doing it the same way.

In my last job, not on my current one, getting the multimedia stuff you're trying to push this idea of doing multimedia, depending on where you're at, who your staff is, how engaged they are in it, it can be really, really hard to get the social media or the multimedia stuff and videos. One of the coolest things with my job right now is that almost any story at least of decent magnitude has some kind of a video that follows it up.

And we've noticed through, you know, our analytics and staff that all the video, all the press releases or the news, you know, the news stories were on a--we kind of have both press releases what I called general news stories. We have a media relations, PR group and more writer editorial services, they all write on the same site. So it's kind of funny because you can just look at it and without looking at author you can tell which group wrote them because they write them very differently.

But it's great when the people from our writing group do them because we've got like five or so HD cameras now and even the writers, we just send them off with the camera and they go to town and they're loving it now and those are the posts that are really getting picked up on a regular basis. Some of the stuff you should always, when you're doing this, have some kind of a measurement for where you're trying to go with it, at different points in time I've used these at different jobs.

Again, where you're trying to actually get placed, it was kind of funny we were doing some articles when I just started and the most random thing got kind of picked up and ran with. We did a story about--we have this valet parking thing on campus because campus is that like an absolute premium, but it's Miami and they're just weird like that, so anyways, we did a story on the valet parking thing that was going on in campus and I'm getting picked up by The Jay Leno Show and--so we're like, "OK, cool." It's not really one of those like you should be proud because you're charging people to park in your Campus like random students and staff who already--maybe go to school there.

But anyways, we got it picked up for The Jay Leno Show and we're like, "OK, cool" rather than be uptight about it, we're going to kind of play with this. So someone on our campus kind of knew someone at that show and we sent him a sweatshirt and we kind of followed it up and wrote this spoof mockery post about it and then it got mentioned again I think the next night in the show.

So it was like two mentions of a university that no one knows up on the show and that kind of made everyone's year and it was just funny because it got placed because of one of these press releases.

Again, there's lots of different tools that you can use to track all this stuff. You know, one is the, did it get placed thing. Again, I'm not a PR person so the way that that works is kind of like new to me. In my last job we didn't have what I call straight-up PR people and at my new job we have an army of them. So it's a little different to me. But what we do as a general tracking thing, they were using Vocus and I know they were paying like, I don't know, $10,000, I don't know, some astronomical amount. And then I was showing them, I always follow the Google alerts for our university and I'm doing that for free and I'm getting more things out of the Google alerts.

So I kind of persuaded them let's save $10,000 a year and not spend them on Vocus anymore which I won that battle so that's awesome.

Again, a little bit about the future, this was the future when I did this site the first time I've got a next one for my current university. But again, I think whenever I end up pushing these things out is just I usually like to put a tool in play and then sit back and see how people use it. In everything, you know, I'm not really a writer, a PR person, anything like that but I'm a web person and the way that I kind of work is like a project manager and being involved in web projects is kind of an idea of iterative development, meaning I develop a tool, I push it out there, then I see how people use it, and you know some of the writers, the more and more they start using it , you notice that they start to get--they kind of get dangerous with it.

It's one of those, you know, they start feeling it and they get into it and then like the other day I had one of the writers come to me and they were like, "I saw this thing on this site and it was like these slide shows but I don't know how they did it but they're cool and I want to try it out." And I'm like, "Oh, you're talking about Soundslides." and they're like, "What?" and I'm like, "Oh, just let me show you."

So I bought the Soundslides for them, they went to town on them and they've been producing all these Soundslides along with all the videos. Again, they're really, really getting in to these different formats depending on what the events are. Back on that soundslides.com is this great tool where if you don't really have--if you don't know how to produce a video or can't do it or what not, there's this great tool called Soundslides. All it is is you pick up one of your pictures and you pick an mp3 and you splice the two together, really, really cool tool.

We've been using it for a little bit. One of the great sites that use this really well is university in Missouri is - anybody from there, yes, no?- the Mizzou Wire Site has some great use of that and it'll be very cool to check out, definitely.

Again, at my last job, the thing we had was--it was really hard getting people to do video and stuff and in my new job we've actually got--we're kind of working on this idea of what we're calling like a sort of a guerilla video group, they just go out or we--some of them was thought the social media army and we're just trying to build up lots and lots of kids to go out and everything that we do somehow we get a coverage of it. You know, they'll go along with the PR people, they'll go along with the writer people and just cover the story and things like that.

Another thing is this you've got to illustrate content and depending on how you write it it might just be on your news site, your news room site but you have RSS, you have the ability to syndicate it so why don't you use it on your own site elsewhere rather than having to write different profiles or different stories all over the site, leverage which you've already got throughout the site.

Again, one of the things that people always talk about with social media is measurement, how do you actually do that. Some people say ROI is "return on influence," a little bit different than in the past. Most things were just gauged by page views and things like that. So now what most people are doing, what we're doing at least is again, not just looking at strict page views on what things are but we're trying--we've got open comments so we see the stories that actually really getting gauged, people really start talking about.

Again, we're starting to do lots of video and a lot of stories seen how many views the videos get.

Let's see--mention the types of stories that are seen for one, like I said, the things that are getting picked up now and people are really, really in to is the things of video. One of the others that we did recently that doesn't have video but it really, really got picked up was this one that really engaged people, we've got this--and it's just a little dumb thing but it got picked up really, really well, we have parking decals.

And the past year, they were going to redesign them to look different than the year before so they have these two and they couldn't decide which and they're like, "OK, well, rather than having us just argue about it why don't we ask everyone." and we put the two parking decals out on the site and pretty much just had everyone vote on it. And it's still today was one of the most viewed articles on our site and it was just people voting yes like option A, option B and, again, it's one of those things that's what social media is-it's being able to engage people and get them involved and kind of feel ownership of what they do.

One way or another they're like I chose that decal or I hate that decal and it's not the one I voted for. One of the things that when you start to do this and you add all of these stuff, what used to be just a basic paragraph-based thing, you start to add the little links across the bottom that share this and add this links and you start to add video and you start to add photos and you add a million other things, and then the writer sees some random thing in another site and they're like, "I want to add that, too." you start to get this ridiculous amount of bloat to your themes, to your stories in general whether it was just all kinds of stuff added to it.

And again, I kind of inherited the site of my current job and again, they're just running with it. They're going to town on it but it's just getting really, really bloated. And so the thing I'm trying to do right now is I'm working on a new theme. It's just really, really, really minimalist because I know the bloat will come that's the inevitable once you have something on the web, it always grows. But again I'm trying to strip down and get it smaller again.

I've already mentioned the video being the way that things get viewed, the things that get picked up and stuff. With things like TweetMeme and the ShareThis and all those different things, that stuff is just getting our readership up like crazy. I've been following--especially on Twitter, every time FIU is mentioned on Twitter I follow it and it's amazing how much our stories get picked up. And then I usually, every once in a while, I kind of look at a certain story and see who it is that citing that one. A lot of it is the local media or social people but a lot of it, students talking about stories that I personally would feel students would have no interest in but they are the ones really getting engaged in what there is in the university.

Again, site like the ShareThis and TweetMeme are some of the things that a lot of people add to their sites to kind of get a little bit more picked up. And it really is a good indicator of kind of getting real time what's getting picked up by people. Some of the other what I call indicators can kind of be lagging things that you don't notice for a little bit out but when you post an article and you've got TweetMeme on it and you see within an hour, you know, it's gotten picked up like nine times as you can see that it on its own has legs and people are really picking it up.

So that's the bulk of what I had. I really ended up being able to add that last slide in the plane. Again, I'm a little rusty, I haven't done this one in a year. But anyways, does anybody have any question so far?

I can repeat or you can sum up, whatever is cool.

Audience: Loving the podcast idea. So my question kind of goes back to like your comments, you know, because I really believe in that building the two-way communication really between our community and our campus but when I go to my boss we're not doing that. We're not comfortable with that idea-people just being able to comment on our page. So what's that discussion like and how did you win it and open that door?

Matt Herzberger: I think part of the thing that I did was one, I showed how every single large website on Earth has comments now on it, you know, in New York Times, CNN, all those. And even the sites like YouTube that have like trolls. I'll call them the people that post really irrelevant or negative stuff.

Again there's somewhat the idea of social policing when someone makes some dumb ignorant comment, usually there's 10 people to correct them or tell them that, "No, you're an idiot. That's not true at all." We do, at least initially, we have it come in to moderation before our comments go live but really even the negative stuff, as long as it's not like lots and lots of swearing and as long as it doesn't personally attack a single person, we usually let it go all the time.

Most of the moderation, there's kind of a group of us, it's some of the technical people and the writers get the--when the comments come in, they get the email that were processed, "Hey, there's a new comment. Approve or deny it." I get that email but usually I just let the writers handle it. And there's some people with some pretty fired-up conversations and then they'll say, "Oh, you didn't let that go through. That's crap."

And so they'll let the one that didn't at least swear go through. But usually what they'll do is they'll write the person and they'll say, "You know, your comment you made was actually a great comment and it really got at the heart of something that people have been fiery about, if you can just edit it and not swear, that'll be great." or sometimes we'll just--we'll omit the words and write like in brackets omitted for whatever.

But really, we let anything as long as--like we had this one that came out recently, that was a really--we had this one come up recently where without really telling anyone, the board of trustees decided to rename our campus like the entire main campus to the name of like our outgoing president, and this just like came out of the blue, no one really knew in advance that this was coming, and it was mainly the students were just absolutely outraged that they were going to rename the campus to this other guy's thing.

And so there were people making this long, long arguments about why would they do this, why would--this cost so much money to change all the collateral that's involved with this, that guy really wasn't that great, and the thing was it was perfectly fine as long as there weren't some comments that personally attacked the guy who the campus is going to be named after. They were saying president such and such is an asshole and he blah, blah, blah, and he did this to me once, and he doesn't care about anyone why would we name the campus after him.

And again as long as the expletives and the really, really personal attacks weren't in it, you let everything go and our VPs and everybody support us on that. So it really wasn't a huge fight but I always just kind of go with the why don't we just put it in play for a little bit and see what happens, and usually nothing happens.

And if you get some goofy comment, again, you're not going to send it through and I'm probably not going to tell the VP that "Oh, this person just wrote this" but I didn't approve it so, yeah.

Let's see. Well it's just that, you know, like our presets like the name, email whatever, I think, well you could put test.test.com so really--and again if it doesn't have anything bad we'll let it go through, so, yeah.

Audience: It's easy for me to get comments and views but how do you deal with that quantum delete button. Up close one of our organizations are up which is for me not automated. It's not offensive but it's not relevant to the article.

Matt Herzberger: Yeah. OK. Just to repeat the question, it was, you know, once you've got your comments enabled and if there's people that add comments that again aren't necessarily have expletives or personal attacks but they have kind of things that have absolutely nothing to do with what the comment or what the story was about, you know, it's pitching a new company and stuff like that, again, I don't really do a lot of the moderation but the person that does most of it is one of our writers. She sits near me in the office and she's like a -- she will engage -- I think that she would probably end up engaging that person more in a conversation. She would probably email that person and talk to them. That's a lot of the time what we do.

If it's something that were like, "I don't know that we should really post this, We'll actually follow up with them though, and email them and kind of start a dialogue about, "Hey, this probably isn't the best year but we do have an alumni magazine and we're profiling people that are starting new companies" or something like that I think would be the method that she would probably take with it.

Yeah, again, there's been some of those the really fiery articles where people have written comments but maybe what they wrote really is not on the ball with what the situation is. There's been a couple of times where our writers have gotten really fiery comment conversations unlike our university website. They're like no, you're absolutely wrong in this. Why would you--why are you just making this random comments, you know, off-the-wall comments. I mean they really do seem pretty progressive in engaging people and actually going along with it.

Again, I think day to day, most of the sites like this are somewhat under the radar of the suits, so to speak. The VPs are uptight people so you're going to just have the day-to-day people handle it and I think they know as long as they're somewhat savvy about social media, you have no--or you just have common sense, you know how to deal with the situation and you deal with it on a case-by-case basis.

And that's kind of what we do. There's some that like--sometimes I get pulled in by her and we'll pull a couple of people over and they're like, "Look at what this person wrote" and we kind of just have a little it's one of these, who's going to be the progressive, who's going to be the conservative one here in this conversation and then we had to make a consensus decision whether or not to let it go through but more times than not we let things go through.

And again you have to find what you're comfortable with and useful and what, you know, if someone else saw it you know they would freak out maybe you shouldn't let it go through. But again, I think being as open as possible is always the best policy.

Yeah, go ahead.

Audience: Just a question about the archives. So I assume do you just achieve that optimum churn despite having students out there out in the grounds. For me that's most of the things that will happen later.

Matt Herzberger: Actually, what we ended up doing was we opened the system up to everyone on campus, the college level people, the departmental level people can the right things. We usually kind of hold them for moderation before they go live because there's varying different levels of talents as far as writing on campus. And we don't want someone, you know, from a department that's really--the web person but also the writer and they're not really a writer so we try and hold it as much as we can but again we really open it up to a lot of people to get engaged and be involved in the site.

Another thing that I didn't mention is once a week we have newsletter that kind of--email newsletter that goes out with this that takes where the highlight things and all it does is it takes the headline, take some picture and a little, you know, the first paragraph but it always aggregates them back to the site, anywhere else that we really aggregate, stories from this we're trying to drive the traffic back to the site so it gets them in the fold, so to speak.

Audience: Does it feel that it makes sense to archive it?

Matt Herzberger: No, it's WordPress so like it handles our archive and it handles just when something when we have a headliner section which is the big article right now or whatever, and when you drop the next headliner comes in it just bubbles up to that position. So it really ends up handling everything really easily for you.

We've got one minute left so we'll just take this one and maybe another one if we're able. How long do we keep the archives for? Every time that I've started one of these sites, if I'm pulling it from like completely not blogging system, if it's static or something like that, what I've done is actually I just take--keep the html-based site just sitting around and then if there's any way to pull all of them into the new site, I always do but sometimes it's just more headaches than it's worth.

So I kind of main click when you go to the archive section I'll make some kind of a comment we don't have archives or I'll link them to the static when they go into the archives link say go back for March 2005 back or whatever the case maybe.

Any other quick ones? Yeah.

Audience: How do you find interactions with schools? We have an archive and you do a search on it through a department. There is an argument that I would not like to index them.

Matt Herzberger: Yeah, again, well, WordPress, if you haven't used that, a lot of the blogging platforms most of them are fairly savvy SEOwise like on our WordPress we've got--there's a plug-in called the All in One SEO pack and so it really does optimize the site to get aggregated very well in the search engine and stuff like that.

The site that I inherited initially really had bad SEO and there was complaining that the stories didn't show up so what I did was kind of ripped apart the template and realized that there were just lots of little SEO things that didn't have out of the back. And again, it's based on the CMS or some kind of a program it's just you have to add in that little thing one time and then it just propagates throughout the site. Most of them, yeah.

I think we're done. So. Does anybody have one more or you can talk to me after, whenever. Melissa?

Melissa: Just as a moderator. How do you handle weekends?

Matt Herzberger: Right. Well, I work all the time so.

[Laughter]

Matt Herzberger: I always have my iPhone with me and I can usually approve or deny them.

In those, you know, it tells a little bit about what the post is so if it's really important we'll approve or deny it but, yeah, we don't always like make ourselves run to the computer and approve or deny. There might be a little bit of a lag every weekends but I mean, seriously I usually, I work until six and then I go home and hang out for two hours and then I work until midnight. So I'm kind of in front of the computer all the time, so, you know. Anyways.

[Applause]