Facebook’s Declining Organic Reach: Tips for Publishers to Maintain Reach

Facebook's Declining Organic Reach

Algorithmic changes mean lower organic reach for publishers. Read on for tips on how to combat Facebook’s Declining Reach!

If you’re a marketer or publisher, you’ve likely tried to stay ahead of Facebook’s declining organic reach due to its ever-changing algorithm. And, despite your efforts to follow best practices for publishing, you might be seeing some subtle – but noticeable – changes to the organic reach of your Facebook posts.

For years, Facebook has been laying the groundwork for these changes – explaining that there’s an enormous amount of content being published every minute of every day: “on average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook.” So, it’s inevitable that there will be some competition to be visible in the News Feed.

In 2016, Facebook tweaked its algorithm such that content from family and friends was prioritized to appear in the News Feed over content from Pages. As Business2Community writes, at that time, “Facebook warns Pages could anticipate a dip in organic reach which could be as low as two percent or even lower in some cases. Think about that. Based on that two percent figure, for a brand with 10,000 fans, only 200 people will see its posts. If you had one million fans, only 20,000 would see your company’s posts.”

Digiday shared numerous theories on Facebook’s declining organic reach this year, too. Some believe it’s because Facebook wants publishers to spend more to promote their posts, while others think it may be that people are tired of reading about the election and subsequent coverage.

Though we’re all at the mercy of the Facebook algorithm, here are some tips on how publishers can combat Facebook’s declining organic reach:

1) Use Facebook Live: Last year, Facebook invested more than $50 million in deals with media companies and celebrities to develop content for Facebook Live, so it’s evident that they’re interested in maximizing the success of this feature. Read about best practices for going live here and here.

2) Publish Videos: Facebook reported that 100 million hours of video are watched each day on the platform, and according to Socialbakers, native Facebook videos have a greater organic reach when compared to other forms of content. (“Native” means that they should be uploaded directly to Facebook – not shared from other video platforms.)

3) Employ Social Listening and Respond Accordingly: Knowing what your audience is talking about and joining in on the conversation is crucial to staying relevant. Pay attention to trending topics and chime in!

4) Be Human and Not Overly Promotional: Businesses naturally want to promote their products and services, but to maintain interest and engagement with your community, balance those posts with interesting, interactive and authentic content.

Have you noticed Facebook’s declining organic reach on your page? How are you staying ahead of these changes? Tell us in the comments!

Happy Father’s Day to our Dad Influencers and Dads Behind the Blogs

father influencers and bloggers

One of the “other-hoods” of The Motherhood is The Fatherhood, which not only includes dad influencers who run their own individual blogs, but also those who contribute to their partner’s blog! As part of our ongoing series, The Other-hoods of The Motherhood, we want to shine a light on how dads play a role in influencer marketing. Just in time for Father’s Day, we asked our network of influencers exactly how their partners help contribute to their profession.

When it comes to the ways in which husbands or significant others are involved in our mom influencers’ blogs, more than 91 percent of respondents said their partners were involved to some degree! More than 24 percent of those surveyed said their partners were regularly involved in their blogs.

dad influencers

So, how exactly are these dads contributing?

dad bloggers
To a certain degree, in many cases, the dads in these mom blog professionals’ lives help with everything you can think of: writing, photography, finances, executing projects, providing constructive feedback, content creation – even modeling!

Here is some of the feedback they shared with us directly:

dad influencer quote

Meredith, Unoriginal Mom

father influencer quote

Lesley, The Lucky Pear

fatherhood quote

Larisha, We’re Parents

We are lucky to be able to work with some amazing dad influencers, as well. Check out our Spotlight Blogger feature on dad blogger Trey from Daddy Mojo!

To all the dad INFLUENCERS AND BLOG SUPPORTERS out there: We hope you have some time to relax this Father’s Day. Thank you for all that you do!


Are you looking to execute a social media and blog influencer marketing campaign highlighting dad influencers and blog contributors? Talk to us! We are experts in scaling strategic, unique and engaging influencer marketing campaigns that fit your needs and deliver quality content and meaningful results.

Content, Insights & Measurement: Takeaways from the Social Shake-Up Show

Recently, The Motherhood attended PR News’ Social Shake-Up Show in Atlanta. One of the top social media conferences for digital marketers, it brought together brilliant minds from Google, Adobe, PwC and many more companies. Take a look at some of our top takeaways from the event!

Content, Content Everywhere

Did you know that every two days, humankind creates as much information as we did from the dawn of civilization until 2003 (Eric Schmidt, Chairman & former CEO of Google)? That’s the equivalent of five exabytes of data!

What comprises that information, exactly? According to Jessica Fish of Leader Networks, every 60 seconds:

  • Email users send more than 2 million messages.
  • Google gets more than 4 million search queries.
  • Facebook users share nearly 2.5 million pieces of content.
  • Twitter users tweet nearly 300,000 times.
  • Instagram users post nearly 220,000 new photos.
  • YouTube users upload 72 hours of new video content.
  • Apple users download nearly 50,000 apps.
  • Tindr users swipe more than 400,000 times.

How can you ensure that your content is relevant and strategic, rather than simply churning out content for the sake of it? During the Social Shake-Up Show, Chad Warren, who manages content for Adobe, shared some tips for planning, creating and sharing three categories of content relevant to your audience:

  • Evergreen Content: Defined as content that pulls people in consistently by providing solutions to what they’re searching for within your industry.
  • Campaign Content: Warren defined this as content brands and agencies push out during key moments.
  • Real-Time Content: As the name implies, this is opportunistic content that responds to timely information.

Have more questions about this? The Motherhood provides insights-driven counsel on how to create and promote strategic content in each of these categories.

Data-Driven Insights

Social listening and keeping tabs on what’s being said about your brand and industry continues to be a huge opportunity for brands to be part of the conversation, respond to customers’ feedback and show you’re paying attention to the wants and needs of your constituents.

Rob Bernstein with IPG Mediabrands offered insights on the multi-layered process of social listening:

  • Historical/Automated Listening: This includes going back in the archives and conducting historical research, benchmarking and identifying consumer insights.
  • Emotional Listening: This layer involves keying into sentiment, insights from social media content, and the results/insights from paid social initiatives.
  • Real-Person, Real-Time Listening: Tracking tools like HootSuite and Sprinklr help streamline social listening, but it’s that human touch that helps take turn those insights into opportunities to make brands shine.

Measurement & Metrics

Presenters at the Social Shake-Up Show emphasized that social media continues to be one of the best avenues for word of mouth, and as such, marketers are constantly trying to determine how to effectively measure success on this relatively new – and ever changing – medium.

Allen Plummer with Vanguard underscores focusing on the right metrics. C-suite executives are looking for bottom-line-driving metrics such as ROI, conversion rates and determining how social media fits in with the overall customer journey.

Plummer also advised that, in order to be successful, social media needs to fit within the broader marketing picture. We couldn’t agree more!

Did you attend the Social Shake-Up Show? What were some insights you took away from the event? Share with us in the comments.

Spotlight Blogger: Felicita with Casa Moncada

Felicita with Casa Moncada

Felicita with Casa Moncada, a South Florida systems analyst and mom of two, is also a top influencer and our Spotlight Blogger this month! In our Q&A, she shares helpful tips for other bloggers, and her perspectives on the industry. Read on for more!

What do you feel is the #1 trend in influencer marketing in 2017?

Live video seems to be a big thing this year with Facebook Live, Snapchat, and Instagram Stories.

What content do you feel your readers find most valuable?

My readers like easy recipes and DIY projects. Giveaways are pretty popular, too! I think anything that can make their lives a little easier.

What are your thoughts on working with a brand on multiple occasions (vs. one-off programs)?

Working with brands on multiple occasions is a great way to form lasting relationships with that brand. If it is a brand that we love, it is easier for our posts to sound authentic. Our readers can see that we really connect with that brand/product.

Influencer marketing is…

Changing the world! Influencers are becoming more and more powerful. We bring brands/products to people in an authentic way.

What is your favorite space to engage with your readers?

Instagram is definitely my favorite platform. Pictures tell so much and now we have the option of doing videos.

Where do you find inspiration for new blog posts?

I find inspiration all around me. Things my kids are doing, watching, talking about really helps me know what is “popular.” I also get inspiration from talking to friends and family about what is happening in their lives.

What advice would you give to someone thinking of starting a blog?

Blogging definitely takes work. Having 10-15 articles already written will help manage the other aspects of blogging — such as focusing on sharing on social media. Sometimes blogging can seem overwhelming, so having that little cushion could be a tremendous help!

Tell us why you blog.

I started a little family blog back in 2008 to share photos of my first born with friends and family back in New York. I grew to love writing and sharing recipes and projects with the world. It really is an outlet for me to be creative. I love learning new things and connecting with other bloggers. It really has been a wonderful experience.

What’s your greatest challenge when working with brands?

I think it is definitely getting them to see our value and paying us for it. Writing blog posts, taking pictures, editing pictures, and sharing on social media is work. We should be paid for that.

Favorite program you’ve done with The Motherhood?

I love the Suave program that I participated in with my son. He is such a little character and always worries about how he looks. Suave gave him the confidence he needs.

What are your thoughts on Snapchat?

I like Snapchat but have not used it for blogging. I think if I’m going to do video, I want it to be something my readers can revisit. If you have a lot of followers on Snapchat, I can see the appeal of sharing a quick video to feature a product or brand.

Where do you see the most engagement with your content?

Instagram definitely shows the most engagement.

What should brands start doing (better) when working with bloggers?

I think brands should let bloggers be creative. Trust that they will do amazing work on their behalf.

For more on Felicita, check out her blog here!
Felicita with Casa Moncada

More about The Motherhood’s Spotlight Blogger Series

Each month, our internal team convenes and discusses our latest programs, stellar partnerships and top influencers. It’s not about numbers, but rather, the quality, authentic content they’re delivering consistently. It’s about reliability, professionalism and partnership. We discuss our nominations for the month and ultimately decide on just one blogger to feature.

Take a look at our other featured influencers here, and stop by in July for the next Spotlight Blogger!

Fred Forward Symposium: Thought Leadership on Families, Digital Media, Mister Rogers and the Neighborhood

Fred Forward Symposium

Last week, I had the great fortune to be a part of the Fred Forward Symposium at the Fred Rogers Center in Latrobe, PA, where the goal was to look at and discuss, from a variety of different angles and expert voices, “How families live well with media and technology in ways that strengthen and enhance adult-child relationships?”

Amazing minds from media, entertainment, academia, research, non-profits and business presented on topics, each more fascinating and thought provoking than the next. Presentations included: Family Personas in the Media (shout out to Dr. Shira Lee Katz from Netflix); Learning from Organizations in Diverse Settings (this session still has me thinking – thank you Brian Wallace of The Coin Laundry Association, Ramon Murphy of the Bodega Association of the US and Patti Miller of the Clinton Foundation and Too Small to Fail); The Impact of Words and Language; Messages Not to Be Missed; Brand Strategy; and Connecting with Parents Through Children’s Media and Music (Laurie Berkner, Joey Mazzarino and Brad Montague seriously brought the house down!). Facebook’s head of safety, Antigone Davis had powerful points about connection and community, as well as safety, sharing the MamaDragons as an important example of the impact of online community and support.

Every single speaker was mind blowingly impressive and I loved meeting and chatting with so many of you: Amazon’s brilliant Dr. Alice Wilder, the motivating and inspiring Joanne Goldblum of the National Diaper Bank Network (their work changes lives), Dr. Todd Wolynn from Kids Plus Pediatrics (everyone should be so lucky to have him as their pediatrician), Dr. Anne Gill (who made me cry with her beautiful words on parenting) from the Center for Parents and Children University of Pittsburgh and the very witty and smart Wynne Tyree of Smarty Pants.

Betty Cohen, Chris McKee and I presented a panel titled: Lessons Learned from Commercial Messaging. Betty moderated in such a thoughtful way while Chris (a seriously talented guy) and I focused on dad and mom angles of marketing. I can hardly wait to work with both Chris and Betty more. They are so sharp, funny and wise. I’ll let Twitter tell you:

Here are more from tweets from the Fred Forward Symposium! I can’t help sharing these tweets, every session had such nuggets that I can’t stop thinking about:

It was so clear through the Fred Forward Symposium that we are strengthened, sustained and grow because of the support of our neighborhoods, wherever they may be. Thank you Rick Fernandes and the whole Fred Rogers Center team for including me. I’ll never forget your incredible symposium, the life experience of it and the invaluable lessons from the hearts and brains of the world-changing people there.

 

Mother’s Day Post: Kids Say the Darnedest (and Sweetest!) Things

Every mom knows that life is unpredictable; schedules change last-minute, messes are made at the most inconvenient times, and kids constantly say the darnedest (and sweetest) things! With Mother’s Day approaching, we’re taking a moment to celebrate motherhood through the eyes of kids!

Our influencers recently gave us hilarious and precious quotes that their kids shared about them as moms. We absolutely loved what they had to say. Do any of these sound familiar to you?
mother's day post

Fadra, All Things Fadra

“My daughter always says, ‘You’re the best mom IN ALL THE LAND’ (Disney emphasis, of course).” – Leanne, Rave & Review

“I asked them what they thought would happen if I didn’t do my job as a mom for one day. My oldest said, ‘We’d all die!'” – Shell, Things I Can’t Say


Jennifer, Engineer Mommy

Donna, Blog by Donna

“My 5-year-old: ‘I love you mom, even if you aren’t that smart. I mean, you forget things sometimes, around the house. And maybe you suffer from short-term memory loss? I don’t know. I love you anyway.'” – Marie, Marie Osbourne

“Mom, you are legit.” – Kasandria, Southern Bella’s Ways


Stephanie, Beauty Brite

“My daughter wants to be a blogger and ‘the best cook like me’ when she grows up.” – Bianca, Ella B Styles

Rita, Rita’s Reviews

Happy Mother’s Day! What’s the funniest thing your kids have said about you as their mom?

The Motherhood’s CEO Talks Influencer Marketing on TechVibe Radio

The Motherhood’s CEO, Cooper Munroe, had the opportunity to participate in 1020 KDKA’s TechVibe Radio’s Neighborhood Tour. The hosts of the radio show, Pittsburgh Technology Council’s CEO Audrey Russo and Director of Visibility Jonathan Kersting, regularly interview local technology and entrepreneurial leaders.

TechVibe Radio

During the interview, Cooper shared a history of how blogging emerged, more about The Motherhood’s roots and her thoughts on how technology has empowered influencers in becoming some of the most sought-after marketers of our time.

Check out her interview here!

Spotlight Blogger: Sharon with Cupcakes and Cutlery

Top influencer Sharon Garofalow of Cupcakes and Cutlery aims to help other moms “be the best with less stress.” We love that philosophy, especially because we know many parents these days feel pressure to live picture-perfect lives, ready for social media. Take a look at our interview with Sharon, our May Spotlight Blogger, to learn more about her thoughts on social media, working with brands and more!

What is the #1 trend in influencer marketing? 

I think video is going to keep getting bigger. Whether it’s live or edited, I think brands are going to start requesting this more and more.

What content do your readers find most valuable?

My readers love things that make their lives a little easier. My quick recipes tend to go over well. With my recipes, they know they are getting something delicious that won’t keep them in the kitchen all day.

What are your thoughts on working with a brand on multiple occasions (vs. one-off programs)? 

I love to work with brands over a few posts or a long term rather than one-off program. I think it helps to build a relationship, we find each other’s strengths, we can create really unique content and make magic. One-off campaigns can sometimes be harder to really showcase what the brand is all about because we aren’t given enough time to really dive in.

What are your thoughts on programs measured by initial click-through rates? 

Of course brands want clicks, but they aren’t always going to be the consumer they really want to target. Over the last few years, engagement with online content has really changed, and it takes a great deal of energy to get people to react to something. That doesn’t mean they aren’t seeing it, I just don’t think click-through rates are a great way to gauge actual interest and reach.

Influencer marketing is…

Important. We are demanding consumers just like everyone else. We just have a unique way to spread word of mouth for the things we love.

Where do you find inspiration for new blog posts?

I find inspiration in my everyday life. As a busy, working mom to two little boys, I am my target market. When I figure out a shortcut, I know I need to share it. I also listen to my mom friends to see what they are struggling with.

Tell us why you blog.

My blog started out as a creative outlet when I was working in a job that I didn’t love. Over the years it has changed focus a few times, and basically grown up with myself and my kids. I blog, now, because I think that I can really help other moms be the best with less stress. I also think that in our culture of “busy,” moms really do need to take time to focus on themselves. I blog to try to encourage moms that they can be an equal partner in their family and even invest a little time into the things they enjoy.

What’s your greatest challenge when working with brands?

I think, sometimes, it can be frustrating getting the brand to understand why you should be paid what you are worth. I think they think you just shoot a few pictures and write a little something and it’s done. For me, I really put thought into my posts and try to make sure that they share my personal experience and really show my readers why the product is of value. Plus, I style photo shoots and edit those images. It’s time-consuming. We really are like one-person ad agencies, and I don’t think they look at it that way.

Favorite program you’ve done with The Motherhood

I really enjoyed the Protein Challenge campaign with The Beef Checkoff. It allowed me to be creative in sharing why moms need more protein in their diets and was a multiple-post commitment. I also really loved how easy it was to use The Mometer platform to record social, and you had everything you needed to create a successful campaign right at your fingertips.

Where do you see the most engagement with your content?

Most of my engagement is on Instagram right now. It’s super visual, which I love, and can really show a little more of your personality and behind the scenes than your actual blog. It’s not always on content that is directly tied to a blog post, but I think it’s really creating a place where my readers can let me know when something resonates with them which, in turn, can sometimes influence what I am writing about on the blog.

What’s the #1 question you’re asked by brands, and what’s your answer?

Brands are really interested in age right now, it seems. I’ve seen so many blog opportunities ask specifically for a certain age range, which I don’t fall into. I get the appeal of millennials who can’t NOT share things online, but my age group has the money to buy things. I think age restrictions really miss the mark when trying to find bloggers for campaigns. Just because I am a certain age doesn’t mean that my reader demographic isn’t what they are looking for.

What are brands doing right when working with bloggers?

When the brand gives the blogger the freedom to create content that they know their reader will love and is authentic to them, that is right! When they try to put too many restrictions on it, no one is going to be happy. I’ve had a brand request that my images include their brand colors. I wish they would trust that I will do an amazing job for them, and it will fit in with my usual content, instead of sticking out and having my readers say, “What is going on?!”

What should brands start doing (better) when working with bloggers?

I would love to see more relationships being built between brands and bloggers and multi-post campaigns. I would love to be loyal to a brand rather than take posts for competitors (months later) because I’ve got bills to pay. And these don’t have to be monetary exchanges, either. Maybe they have a great social media department and can share some tips with the bloggers. Or maybe they leverage a cool experience they get through their company to treat a blogger. I got to do the most amazing experience yesterday with a brand that has made me a fan of their product for life. I got to spend time with their president, learn about the product and now I want to tell everyone about it! And the day before I had never heard of them before

More about The Motherhood’s Spotlight Blogger Series

Each month, our internal team convenes and discusses our latest programs, stellar partnerships and top influencers. It’s not about numbers, but rather, the quality, authentic content they’re delivering consistently. It’s about reliability, professionalism and partnership. We discuss our nominations for the month and ultimately decide on just one blogger to feature.

Take a look at our other featured influencers here, and stop by in June for the next Spotlight Blogger!

SNAP! Conference Recap

Last week, The Motherhood had the honor of hosting a booth at SNAP! Conference as part of our sponsorship of the event. Cooper Munroe, Kayla Geahry and Erin Olson were on hand to welcome new bloggers to our network neighborhood.

SNAP! Conference

(left to right) Cooper, Kayla & Erin

SNAP! Conference

The theme this year was “believe,” and to our core, The Motherhood believes in the value of our bloggers and their communities.

SNAP! Conference

We were thrilled to meet many attendees over the course of the conference, including some familiar names — our friends who blog at Kleinworth&Co., Family Tech Zone, Home.Made.Interest., Everyday Reading and quite a few others dropped by to say hello and help us put faces to names (one of our favorite parts of attending these events).

Each attendee who visited our booth received a little inspiration (tiny wish stones reading “believe,” “family,” “hope” and a number of other options) inside a beautiful handmade cloth purse (by Sewnsational). We’ve been giving these purses to the people that we’ve met along the way for the past 10 years, and it was fun to watch everyone choose their favorite designs!

A post shared by The Motherhood (@themotherhood) on

Additionally, on Thursday afternoon, our CEO Cooper Munroe participated in a panel discussion about building brand relationships. She was joined by Karen Nolan of Flashpoint PR, who works with LEGO and other brands, and Whitney Curtis, social media manager at The Home Depot. They spent an interesting and productive hour responding to questions and advising bloggers about the best ways to pitch brands and develop lasting relationships that are beneficial to all involved.

The Motherhood livestreamed the first 20 minutes of the discussion on Facebook, and you can watch here:

If we met you at SNAP! Conference, or if you’re interested in learning more about joining our network, you can learn more here or contact us through contact@themotherhood.com.

The Other-hoods of The Motherhood: Food Allergy Moms

Food allergy moms

The beauty of the internet and social media is that we’re able to create, belong and contribute to distinct communities of people based on shared interests, passions and experiences. Those communities can open so many doors for us – whether it’s finding new friends who share in similar interests or challenges, or uncovering resources and tips. Bloggers and influencers embody this, creating niche communities of followers and building relationships with like-minded individuals.

We recognize that the amazing influencers in The Motherhood’s network belong to (and have created) many of these online communities. Our network has been building relationships with these influencers since the inception of blogging and what is now known as influencer marketing. With communities built around thousands of topics, they are so much more than moms – they are entrepreneurs and business professionals, educators and activists, stylists and cooks, photographers and tech gurus, and more. That’s why we’re excited to launch a new blog post series: The Other-hoods of The Motherhood.

Through this series, we’ll highlight some of the niche communities that our influencers have created and actively create content around. By gathering insights on these other “hoods,” we’ll also shine a light on the power and impact that these passionate groups of like-minded people hold, as well as the best ways for brands to partner with them.


Food Allergy Moms: Insights from our Network

One of the most powerful, vocal and driven communities we work with is food allergy moms. Here’s a look at the food allergy moms within The Motherhood’s network of influencers:

Furthermore, our network insights dashboard reveals that:

  • 43 percent of respondents have some kind of food allergy, sensitivity or intolerance
  • Almost half of the respondents have a child living with food allergies, sensitivities or intolerances
  • The most common allergies and intolerances among our influencers include: milk (39.5%), gluten (24%), tree nuts (15%), peanuts (15%) and eggs (13%)

Connecting with Food Allergy Moms

It is estimated that nearly 15 million people in the United States have food allergies. The Motherhood team can relate on a very personal level, as some of our team mebers, as well as our children, have food allergies and intolerances. We understand firsthand the incredible value these communities offer, including Facebook groups and blogs, which serve as trusted resources.

We also recognize how critically important it is for those with severe food allergies and intolerances to find a brand or product they can trust. Once those brands and products are identified, food allergy moms can, and will, champion those trusted products fiercely. Company, brand and product research is a way of life for those with severe food allergies, as their safety or the safety of their child is dependent on it – from breakfast to dinner, and nearly every moment in between.

In our research, influencers shared the lengths they go to to ensure food safety, including online research, food journals, “safe” food lists, consulting doctors and allergists and figuring out recipe substitutions that work for everyone. Something that was made very clear by respondents is that although a food allergy might only affect one person in the household, the entire family (and sometimes extended family and friends) are impacted and often make adjustments in terms of the brands and products they choose.

This extends the aforementioned consumer base of 15 million to a much greater pool of consumers, giving brands the opportunity to reach and engage an even larger group of people with allergen-specific messaging and products.

Collaborating with Food Allergy Moms

Of course, influencer marketing campaigns see the strongest engagement when the content offers true value to the reader – and there’s incredible opportunity for brands to leverage influential food allergy moms as a way to connect directly with a very in-tune, active and engaged consumer base. There has never been a bigger opportunity or moment for allergen-friendly brands to showcase their facilities, their production methods and their products – here’s looking at you, Made Good, Enjoy Life, Divvies, Cherrybrook Kitchen and the many other brands that are dedicated to serving this community.

Furthermore, there has never been a more critical time for all brands to listen to consumer needs, and to proactively nurture consumer trust by answering important questions about production methods and company-specific labeling beyond what most food allergy moms already know and understand about government-mandated labeling, as well as offering transparency around ingredients and other key topics and questions that brands are constantly presented with by food allergy families. This is your moment; take it, run with it!

Contact us to learn more about how we can partner to leverage this community and create real impact, both for your brand and this critically important community of food allergy families.

*Photography credit throughout post: Alison, Life a Little Brighter from a lactose-free campaign with The Motherhood

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