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We’ve been involved in social media for I would say close to four years. And it makes
a lot of sense. We have brands that by nature are very social. Whether it be platform brands
like the Bake Off or Box Tops for Education, Betty Crocker certainly has always been a
social brand where it’s about the idea, the recipe, what’s for dinner, help me solve
this problem. And it becomes very viral. So we’ve had that kind of in our DNA for a
long, long time. So we’ve been involved on a number of what we consider to be tiers
or approaches. So certainly through blog networks, certainly through affiliations like Facebook,
but in a number of ways we’re basically-- we need to find ways to be invited into the
conversation. Because social is about social. The brands should not push themselves, they
should not force themselves in that environment. It’s about conversations and it’s about
sharing between people. And if we can enable that conversation, great. And I think as a
marketer that it’s-- it’s not that difficult to figure out in the sense that if you know
what your brand is for, what role it plays, what it’s in service of, then you can figure
out ways that you can be helpful in a social conversation.