Think about what people are doing on Facebook today. They're keeping up with their friends and family but they're also building an image and identity for themselves which in a sense is their brand. They're connecting with the audience that they want to connect to. It's almost a disadvantage if you're not on it now.

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Whatever your supposed politics are - left right - if you put it in a human connection most people will rise to the occasion and feel the human pain in a way that they might not if it was presented in a more conceptual way.