The Ups and Downs of the Social Media Rollercoaster

 The massive take-off in popularity of social media websites has been both a godsend and a nightmare for strategic communication professionals. Having such open and immediate access to your customers or fan base allows a kind of personal communication that was never possible before the emergence of the internet. I’ve personally posted questions on Facebook pages for many businesses from Sears to USAA. I’ve found that I often get a well-thought response that is specific to me and my needs and seems more helpful than the form type answers I all too often receive from customer service phone lines. If I have something positive to say about a company I love that I can go right to their page and post my compliment where it can not only be seen and heard by the company, but where other customers can see and draw conclusions from my positive experiences as well. In the world of social media things can go very right or tragically wrong. Best to try and fall on the side of right!

Ways I think they’ve gotten it right.

The negative reactions to the statements of Starbucks
CEO Howard Schultz were far outweighed by
the outpouring of support.

Some of my favorite businesses have very active teams patrolling their social media profiles. They respond quickly and efficiently to questions, compliments, concerns. They post often and keep it interesting and relevant to their cause/product/service. If and when there’s an issue they keep their posts professional and address them quickly and accordingly. They never hide in silence in the wake of controversy and they are always gracious and grateful to their customers and fans and thank them often and humbly. I also love businesses that stay true even in the wake of controversy. One such company that stands out to me is Starbucks. Starbucks has had no shortage of controversy over the years. They are very open about their personal and political positions as a company. Whereas some companies might stand down and water down their beliefs to be more politically correct to all of their followers, Starbucks sticks to their beliefs with an iron fist. In 2013 equal rights in marriage was a big hot topic. Some companies chose to stay quiet, but not Starbucks. Starbucks openly supported the rights of all people to marry and invited people who didn’t like their open beliefs to invest their money elsewhere. For some companies this would have been suicide, but somehow it just works for Starbucks. Of course in the wake of such firm controversial statements there was backlash, but the resulting surge in positivity from those of like mind far outweighed the negative attention Starbucks received for their beliefs. People (both of like mind and not) have gained respect for Starbucks for not backing down and submitting to neutrality in the interest of keeping their business.

This meme I made of my youngest son
at a Monster Jam show in March
was commented on and shared by the
Monster Jam Facebook page.

Even when controversy isn’t an issue staying involved with your customers is a great way to keep your business afloat in the world of social media. I have 3 sons (with a 4^th on the way!) and our world is absolutely ruled by all things boy. One of the leading contenders for things I trip on the most in our house is Monster Jam trucks. Our boys are positively obsessed with their monster trucks. We’ve been to many shows and own more of their products than I care to count. I’ve posted many times on the Monster Jam Facebook page and have always been impressed. Even if it were as simple as a photo from a show, they always respond to each and every customer. Most recently, we were set to attend the Monster Jam show in San Antonio, Texas earlier this month. I posted a question about the truck lineup on the Facebook page because my son was upset not to see one of his favorite trucks on the list. They let me know that that truck would not be running during that show, but then gave me a list of all of the shows on the current schedule where that truck was slated to perform. Another business that we love in this house is the variety of Yo yogurt products (YoBaby & YoToddler specifically). I’ve voiced concerns on the page before about their yogurts being marketed to babies as young as 6 months when health officials believe dairy products should be withheld until an infant reaches 12 months of age. They responded quickly and with evidence and facts about the process in which they make their yogurt that makes it appropriate for the sensitive guts of infants. Another time I shared the photo on below and not only did they respond with how much they loved it, but I received a Facebook message from one Chandra Kennett Carson, a social media correspondent for Stonyfield (the producer of the YoBaby and YoToddler yogurts) thanking me once again for sharing the photo and asking for my address to send me a thank you through the mail. Two weeks later I received a very generous gift of six coupons for FREE 4-packs of YoBaby and YoToddler organic yogurts. Chandra also asked permission to share my photo publicly on the business page because they loved how it portrayed their company and the perception of their products. Their thorough interaction with me as a consumer drastically improved my already positive opinion of the Stonyfield brand.

This photo of the yogurt buffet my oldest 2 sons set up
for themselves earned us lots of free product
through interaction on the YoBaby Facebook page.

Whether it is everyday interactions or dealing with controversy and diversity in the public light, the use of social media is an avid tool for strategic communication professionals to aid their respective employers in keeping a positive image of their companies. Professionalism, consistency, and integrity are vital characteristics to maintain on social media platforms and can skyrocket your business to the top of customers list of favorite pages.

Time to fine tune your look, your resume, and your Facebook profile?

Photos from your sorority days may not fair
so well with potential employers.

In a world where just about everybody is on social media (seriously, my 86 year old grandma has a profile!), it’s no surprise that employers have started taking notice. Surveys reveal that as many as 70% of employers admit to having Googled potential employees before making a hiring decision. Have you ever Googled yourself? Just for fun, I did. Thankfully nothing much came up except that my Facebook profile exists (but is locked down tighter than the White House) and this blog. The rest of the results were auto-generated type websites for background checks and phone/address listings. Even if my profile did show up, I’m not sure just how an employer might take photos of my boys’ raucous antics or the ultrasound progression of my current pregnancy; I imagine it would be received with a light heart! Not everybody with a Facebook profile has such a squeaky clean social media history. Think back to how long you’ve had a Facebook account. Do you even remember? For me it was 2005, back when you actually had to be a student to join. Maybe your last 5 years since graduation have been professional and family-oriented, but have you looked back at the privacy settings of your posts from your rowdy college days? If it’s not something you’ve thought about before, you probably should. You should set those photos to “private” or better yet, save them to your computer and delete them altogether. Many professionals in the field of job searching would advise that your personal Facebook profile not include your real name (First and Middle name is suggested often, or another pseudonym you might have) so that only your close family and friends can find it.

Now that you’ve got your private life on lockdown to the public there’s something else you can do… get out there professionally! Employers expect to find SOMETHING when they go snooping on you. Give them something to find and make it count! Start a separate Facebook profile where you only make more professional posts related to your career field, new innovations, things that interest you (remember, professionally!). A few lighthearted and slightly off-topic posts are ok, but keep it appropriate. Make yourself known everywhere. Start a blog (much like this one) where you discuss

things weekly (at minimum) related to your career field or the field you are trying to break into. Keep it light but intelligent. Prove your interest and your knowledge. If you have a Twitter account post about topics related to the field. You can also follow other opinion leaders in your field and interact with them on their posts and topics. Retweet interesting articles, post your own, and get a plug in for the blog we were just talking about. Make sure that any professionally oriented information or post you make online is set to public so that employers can easily access it. Having your name out there in a positive way that lets employers know you are knowledgeable and could be a genuine asset to the company will reflect on you very favorably.

Having posts that reflect your level of knowledge and dedication to your career field can be a very
positive indicator for potential employers.

You’ve got the job, now what? Keep it at work. Employers often look down on having their workplace business all over your Facebook profile whether it is good OR bad. It’s never a good idea to air your dirty laundry on Facebook and especially not when it is about your work. If you are having trouble with an employer; go to your employer. If it is a coworker wreaking havoc on your professional life go through the appropriate channels, complain to your husband or wife at home, but absolutely don’t ever vent about it on any of your social media platforms. Check out this link for a few stories of how people lost their jobs for posting on Facebook. Some of them are pretty serious; some of them not so much. All of them just go to show how little (or a lot) it can take to lose your job when you post about work business on public platforms.

(It’s ok to laugh a little, too!)

http://www.businessinsider.com/facebook-fired-2011-5?op=1

In the grand scheme of things nothing is ever truly private. Even on your personal pages you should consider the implications of your post if an employer every saw it. A friend of mine was denied the right to be a foster parent because of posts on her social media profiles from more than ten years ago (she had forgotten she even had a MySpace account, hasn’t everybody?). You can never really know who might share your information, even if they’re close to you. It’s imperative in the professional world to keep an air of professionalism in all areas of your online life. Is it really worth getting that complaint against your boss of your chest if it ultimately results in your untimely firing? Every action you make has an implication. Make it a positive one.

I bid a temporary farewell!

Wow! My first term in graduate school at Troy is rapidly coming to an end. For now, unless some genius idea pops into my head that I just must share, my postings will stop for a while. I know they'll be back with future classes, so don't fret! In this first term I've covered everything from social media to branding to children and technology. It has been fun and educational and  I can't wait to see where the future takes us in the field of strategic communication. The web is ever expanding and the possibilities are endless.



and now something to get stuck in your head for all of eternity, the latest viral sensation that's killing braincells and entertaining people of all ages! What does the fox say?!

Has anybody seen the baby's iPad?

The 21st century is filled with technology. Almost anything you could do in 1990 you can do better now... with technology. In a generation so saturated with the latest and greatest technology it's no secret that those technologies will spill over into the family unit. Almost every child is itching for the time when their parents deem them old enough for an iPhone (and for some of them the wait is short, getting their own fancy iPhones or iPads in toddlerhood). With such an abundance of technology at
our fingertips one has to wonder how this new digital form of interpersonal communication is affecting our families and more specifically, our children.

Long gone are the days when you had to scream downstairs for a new roll of toilet paper. Now I can just text my husband, "Hey babe can you send Kye up with a new roll didn't realize we're out up here" and voila! A few minutes later up bounces my bubbly 4 year old with an armful of Charmin Ultra Soft. Parents can have conversations with the kids in the room and stay inconspicuous. I remember my own parents trying to ask each other questions in their own type of code (something like pig latin mixed with a few abbreviations) and we'd always be onto them and their agenda. Now I can text my husband "Hey wanna take the boys to Jungle Jump or are you not feeling up to it?" and the kids are none the wiser if we decide against it. Families can keep in contact much easier now as well. No longer are they left waiting and wondering why the bus home from the football game hasn't arrived yet. Now they're connected fully and instantly with their children through cellular phones. Students and teachers alike have kept in contact with parents and authorities through tragic disasters and having a cell phone at the ready could save precious moments when emergency services needed to be contacted. The positive ways that technology use impacts the teens and adults in the family unit are innumerable, but such saturation will inevitably spill over to the younger members of the household.

One of the many games in the iPhone app "Monkey
Preschool Lunchbox," the first app I ever downloaded
just for my kids. 3 kids later it's the best $.99 I've ever spent!

I have 3 boys (4, 3, and 15 months) and will admit, they use technology rather frequently. I had to password protect my iPhone by the time my oldest was around 9 months old because he already knew how to swipe the little tab over to unlock it. In the beginning it was just imitation and the occasional time when he managed to swipe it from me while I wasn't looking. Soon after I started seeing a multitude of apps geared towards babies and toddlers and wondered to myself what they were all about. Could they really teach my child something or are they a parental cop-out for actually teaching your child something? It wasn't long before I found out I was pregnant with our 2nd (our oldest was still very young!) and was moping around exhausted, sick, and with an infant to take care of. I decided that I'd try to buy myself a little bit of rest and downloaded a child-geared app.The app did what I'd hoped, and kept him entertained so that I could sit down for at least 10 minutes without having to chase after a newly crawling and curious infant, but I also started noticing that he was getting things right! I only handed over my phone a few minutes a day to try and get dishes done without a child in the dishwasher (oh yeah, that happens, often!) or to give my aching pregnant self a few minutes to rest, but even in that tiny amount of time he went from enthusiastically slapping at the bright colors on the screen to purposefully selecting fruits and putting together puzzles. By one year old he could do almost everything in the app designed for children aged 2-5 (mind, we've since discovered that he's a little ahead of the learning curve for his age, which might have contributed to his quick learning and technological capabilities). It was then that I started to change my tune on technology and toddlers and started to explore other ways that parents could productively use technology with their kids. I am a very nurturing parent by nature and have always kept my babies close and utilized attachment parenting, but I am absolutely not a natural born teacher. I get so frustrated and my kids feed off of that. Instead of just handing over my iPhone or Kindle Fire to get them out of my hair, they were learning colors, numbers, letters, and shapes while I got necessary things done around the house. 30 minutes of technology helped my oldest know all of his colors by 18 months. He could count to 15 by 2. Now at 4 he's blowing through pre-k without an issue.

This is the iPotty by CTA Digital
Yes, that's a potty training chair
complete with an iPad stand...
don't forget the splash guard!
iPad not included (bummer!)

Where technology gets a bad wrap with kids is when it's used irresponsibly and excessively. The American Academy of Pediatrics actually recommends that children under two years old should not be watching any television at all. I don't know many parents that stick to that, we all have those days where you really just need to put on a movie and save your sanity, but if a television can have negative impacts on the development of your child, one must wonder the effects of extensive technology use in the form of touch screen devices (iPhone, iPad, Kindles and other tablets). With iTunes stocking more than 700 kid-geared apps by the end of 2011 (and that number has most certainly grown, if not doubled, by now) it's easy to entertain your children with a simple screen. While a few minutes a day can be harmful (though that is debatable, depending on the study and person you speak to), excessive technology use can be damaging physically (the overstimulation of bright and colorful digital games can affect sleep in toddlers, which is closely linked to overall health), socially, and developmentally. With technology constantly changing and this kind of complete technological immersion being relatively new, there aren't any definitive studies on the matter. Lots of studies show a negative correlation between technology and the learning pathways of young children and some not so much.

How has technology impacted your own family? Do your kids use touch screen devices? Do you think it benefits or hinders their abilities?



Resources:
http://healthland.time.com/2011/10/20/no-screen-time-for-2-year-olds-do-ipad-apps-count/
http://www.swparents.com/article/is-your-ipad-bad-for-baby-what-you-need-to-know-about-toddlers-and-technology/
http://www.huffingtonpost.com/dr-larry-rosen/how-much-technology-shoul_b_3142227.html

Put Your Game Face On

Yeah, because a smiley person in white
yoga pants tells me a LOT about
your product!

In a world of options it can sometimes be difficult to decide what route you should go... Should I go to Pep Boys for tires? I mean, they "do everything for less!" As a woman standing on the personal hygiene aisle trying to figure out what products are best it can be
difficult when your only impressions of the brands are the woman spinning happily in flowy skirts talking about how happy of a period they're having. A large part of marketing is your product. First and foremost if you don't have a quality product, you probably won't have a very successful campaign to market your product. Branding can make or break a product or service. Branding can be safe or risky. Branding can turn people away or bring them in out of curiosity. Some branding does both, depending who you ask. Branding is first and foremost your first impression. It establishes a reputation, creates or breaks trust, and gives your customers an idea of what to expect from your product or service.



There have been many examples branding strategies that fall nothing short of pure genius.  One of my favorite marketing campaigns that helped rebrand a company is Office Max's Elf Yourself Campaign. Who hasn't done it? You crop in your friends faces and watch them dance to hip hop Christmas music in silly elf costumes and hats. The Elf Yourself campaign was an instant hit and now, six years later, hasn't lost it's steam. It is still a holiday favorite and helps bring a positive image to Office Max as a company. To me, the campaign says Office Max is fun and current. They promote friendship and involvement (you can elf not just yourself, but ALL your friends! Even the President!). It not only reaches consumers, but it gets them involved with the company. Since its introduction, more than a half a billion people have "elfed" themselves. The company took the campaign one step further in 2006, reaching out to the mobile generation with a new Elf Yourself app for the Apple marketplace. Office Max made themselves relevant by association. Hundreds of thousands of people with no interest in an office supply store suddenly had a reason to prefer Office Max over the competition were the need to arise. The campaign not only reaches people, but gets them to interact. We can see an Office Max billboard a hundred times and it not form as much of an impression as one video of Barack Obama as a hip hop elf. Expected to succeed for a seventh season during the 2013 Holidays the "Elf Yourself" campaign will probably never be surpassed (at least not with any level of originality) within the realm of office supply marketing.

While Office Max  set their reputation in motion, once they introduced their new branding campaign it was out of their hands. Tim Leberecht talks about how to lose control in branding and how it can be a great thing. Office max introduced the ability to Elf Yourself, and the public ran away with it. The application has gone from an initial email campaign to something shared by thousands through social media at alarmingly viral rates. We are hyperconnected and as a whole have turned a simple campaign into a phenomenon, something no business could have done by themselves.



On the other side of branding is the type of branding that ruins your reputation, loses customers, and leaves a long lasting negative impression of your company.  Quizno's is a company that has ruined their positive branding through a series of failed marketing campaigns. First, there was a series of commercials featuring a talking toaster oven that spilled out highly inappropriate sexual innuendos about sandwiches in an attempt at pushing their brand. Phrases referring to a sandwich as "tasty torpedo" and instructing the employees to "put it in me" were not received well by the general public (though they're good for a laugh, see for yourself here: http://www.youtube.com/watch?v=7LQpRQh2KSQ). Stuck between a rock and a hard place Quiznos had one chance to redeem themselves and once again failed. They introduced a series of commercials featuring some kind of rodent with a human mouth and crooked eyes (and don't forget the top hat!) singing about Quiznos with lackluster lyrics in an obnoxiously nasally voice. Of course, that did not go over well either. In 2010 Quizno's was the most rapidly declining fast food chain losing more than 600 restaurants and experiencing a 14 percent drop in sales. That steep decline is due in part to their horrible advertising campaigns that ruined their brand.The ads apparently annoyed people more than they made them hungry for some Quizno's.

Starbucks open support of Gay Rights has
catapulted them to the top on a list of
progressive companies within the
LGBT community.

In between making it or breaking it there is a special area of branding. My favorite company that falls within this grey area is Starbucks. Often recognized as a premier contender in business of coffee, Starbucks takes a risk that most businesses do not: they get personal.Where most businesses attempt to remain neutral on topics of great political or personal controversy, Starbucks is an open book.
While other businesses stare with their mouths agape in horror at the potential damage Starbucks could be doing to their business, others look on with admiration. Of course, bringing personal views to the forefront of your brand can have negative consequences. Starbucks has seen their fair share of boycotts and movements against them, yet they continue to grow. Starbucks stocks continue to climb. While they lost a few customers who took offense to their stand on certain issues, they gained a large following of customers who respect them for their transparency and for not giving in to social pressures to stay neutral. There's something respectable about standing up for what you believe in and Starbucks growing numbers is proof of that.

What are some of your favorite ad campaigns? What about your favorite brands? Has the way a brand represented their company ever turned you away from their products on principle alone?




Resources:

http://blog.hubspot.com/blog/tabid/6307/bid/34027/The-Top-10-Most-Remarkable-Marketing-Campaigns-EVER-Slideshow.aspx
http://www.fastcompany.com/997393/best-advertising-slogans-all-time-according-digg-users
http://blog.hubspot.com/blog/tabid/6307/bid/31739/7-Components-That-Comprise-a-Comprehensive-Brand-Strategy.aspx
http://www.entrepreneur.com/encyclopedia/branding
http://www.mediabistro.com/appnewser/officemax-launches-elfyourself-app_b29610
http://www.businessinsider.com/worst-ads-2011-2?op=1
http://www.business2community.com/marketing/marketing-holiday-campaigns-elf-yourself-still-reigns-0322134
http://www.fool.com/investing/general/2013/05/28/can-starbucks-stock-keep-growing.aspx

Why pay for one what you can pay for 100?

Crowdsourcing: obtain (information or input into a particular task or project) by enlisting the services of a number of people, either paid or unpaid, typically via the Internet.

The term may seem foreign to you, but crowdsourcing is ever present in our day to day lives online. The idea is that you need to get a large amount of people to participate in a campaign for you, usually for free. Still seem foreign? Not so fast. If you've ever posted a video to Youtube, you've helped to be a part of their crowd. Youtube relies on the submissions of other people to build its database of videos and remain the go-to site for anything you could possibly be looking for.  Youtube is one of my favorite sites to frequent for how to videos and my favorite, cat videos.  (Yes, I have serious crazy cat lady potential!) Please feel free to enjoy my favorite cat video (that has gone viral almost 10 times over!).

This campaign for one of the Boston Marathon bombing victims
went viral.

Another popular form of crowdsourcing is crowdfunding. Surely you've seen them, GoFundMe, Indiegogo, Kickstarter... websites where you can crowdsource your fundraising efforts and hopefully reach more people. The fundraiser pays a small fee to the website from the funds raised and
everybody is happy. Crowdfunding can be a great way to get noticed, to reach out to total strangers, or to raise money from friends and family for little Timmy's upcoming marching band trip to Disney World.

Have you ever googled a question and come up with a long list of Yahoo! Answers results? Another example of crowdsourcing. This example, referred to as crowdwisdom, allows people to crowdsource their questions. They aren't just limited to asking mom and aunt Sally for advice anymore. Now they can reach the whole world in a few clicks and get many different opinions and even have other people vote on the best answer so that they don't have to decide for themselves. Crowdsourcing doesn't end at cat videos and fundraising, many websites rely solely on their crowd campaign participants as a means of revenue. Websites like Spoonflower, Etsy, iStockPhoto, and many others rely on the submissions of random strangers to fuel their databases. iStockPhoto is one of the main sources of stock photography on the internet.


So far crowdsourcing seems pretty nifty, and it is. But so far we've only examined positive examples of crowdsourcing (which may be debatable, if you've ever asked a question on yahoo answers and had Joe Comedian respond...). The issue with crowdsourcing is that you cannot always guarantee quality of participants. Being an avid cat video watcher, there are some bad ones on Youtube. There are some really awful products on etsy. I've seen some fabric designs worth of a vinyl covered couch in my grandmothers on Spoonflower more than once. If you were to take crowdsourcing to a more serious level, things can get tricky. There is no guarantee of what you will get when you enlist the masses on a project. Crowdsourcing is a valuable tool when used carefully and wisely.

Have you ever participated in a crowdsourcing campaign? Did you know you were participating or are you just realizing it?


Resources


http://money.cnn.com/2013/04/19/pf/crowdfunding-boston-victims/index.html
http://www.youtube.com/watch?v=PKffm2uI4dk
http://www.hongkiat.com/blog/what-is-crowdsourcing/
http://socialmediaclub.org/blogs/from-the-clubhouse/social-media-and-crowdsourcing-cons
http://www.linuxinsider.com/story/66891.html

The time to blog is...whenever you feel like it!

If you’ve owned a computer or lived in the 21^st century you’re almost certain to have heard of a blog. Short for web-log, blogs are an ever gro

wing trend with a never ending variety of uses. The first blog created in 1994, links.net (that still exists and is updated regularly) was created by student Justin Hall. It was the first chance the world got to follow along closely in real time with somebody’s personal life. That blog lit a fire that’s still burning strong. By the turn of the millennium Blogger had been established as the first free blogging platform. Now it was easy peasy. Anybody could blog; and they did. If you can think of a topic, there’s probably a blog for that.

Probably the most common reason for blogging is autobiographical; just logging everyday life. Like your My Electric Diary from the 90s but worldwide, public, and very rarely locked down with a password (that I could never remember anyway). I’m often told that I should keep a blog or write a book (many books have actually originated from blogs, actually!). My kids are crazy and my everyday ramblings to my friends and family on my Facebook page are often laughter inciting and utterly unbelievable. While I don’t keep a blog (I should, really…) I love to log our everyday happenings. This was the reason for the first blog and the reason many are still blogging today. Blogging can be an excellent way to keep in touch with friends and family or to just log your life so that you can reminisce on it later with all the details that were fresh in your mind when you sat and tapped out a new entry. Some of my favorite blogs are a bit of a hybrid between a do-it-yourself tutorial blog and a personal blog with everything Pinterest worthy, delicious, or crafty filed away in neat little posts complete with pictures and back stories. 

 

From personal blogging branched gossip blogging. Probably the most notorious gossip blogger is Perez Hilton (a play on words mocking then popular Paris Hilton). Perez quickly took his raunchy wit and love for drawing mean things on people’s photos to the top of the gossip blogging world. Nielsen estimated the visitors to perezhilton.com to be somewhere near 30 million a day in 2007. Gossip  

blogs quickly caught on and many other successful celebrity blogging websites made their mark not long after Perez Hilton. (Who hasn’t heard breaking news from TMZ?!).

Blogs aren’t just for personal use or entertainment, a much larger shift to business blogging has occurred as of late. Businesses are jumping on board at lightning speed. Long are the days when they had to wait for printed newsletters to update their patrons about the current happenings of their business. Keeping a blog can help businesses and business minded individuals alike seem more professional to potential clients and customers. As a business blogger, you control the content. You can easily paint your business in a positive light and highlight the best attributes that you want people to take notice of. Through blogging and interaction with visitors a business owner can develop a platform of trust and understanding with their clients. Business blogging is not to be underestimated. Keeping a blog fun, fresh, and informative can be the push you need to send your business to the next level.

What is your favorite way to blog? What are your favorite blogs to read?

http://nymag.com/news/media/15971/

http://links.net/

http://www.electronicbookreview.com/thread/electropoetics/serial

perezhilton.com

http://gawker.com/276369/the-truth-about-perez-hiltons-traffic

http://www.twelveskip.com/guide/blogging/468/11-top-reasons-why-blogging-is-important-for-business

http://www.quickanddirtytips.com/tech/web/better-seo-why-blogging-more-important-ever?page=all