Episode 171: Chase McMichael of Infinigraph on Curating Content for Social Activation

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Chase McMichael thinks waaay beyond influencer marketing to social 2.0. Now that you can find influencers, you need to identify your followers who have social rank. And you need to figure out what your followers who have social resonance are talking about beyond your own brand.
No more naval gazing, start setting up trusted feeds of content you've curated in which your followers are interested so your brand becomes an information discovery zone.
What are trending topics? Learn how to find out and get in the game.
This is what's happening now.
Listen up!

Transcript

Susan Bratton: Welcome to DishyMix. I'm your
host, Susan Bratton, and on today's show
you're going to get to meet a person I really
like a lot, who I've been following the
career of with, I guess I'm just really
impressed with everything that Chase
McMichael thinks about and does in his
career. He's currently the president and CEO
and the co-founder of a company called
Infinigraph. They're called the ultimate
source of social intelligence, and Chase as
always blows my mind. Actually he just
expands my mind every time I talk to him. And
I wanted to have him back on the show so we
could hear what he's doing at Infinigraph.
We're going to talk about social activation,
we're going to talk about something that one
of my former guests, Bernie Borges, is also a
big champion of, which is that brands are
publishers in the world of Google and social
media, the brands that win are the ones that
not only have a connection to their
customers, but an ongoing conversation that's
as relevant and wide ranging as possible. So
lets get Chase on the show. Welcome Chase.

Chase McMichael: Hi Susan, how are you?

Susan Bratton: I am great man. How are you?

Chase McMichael: I'm doing awesome. Thanks
for inviting me on your show. I'm excited
about it.

Susan Bratton: Oh good, I'm glad. Well me
too, 'cause I want to talk about it. So I
think the foundation of this conversation
really needs to start with the very first
time that we met around your first company,
Unbound Technologies, and the idea of
connecting and leveraging influencers. And
what I was hoping that you would do, you
know, a lot of people on DishyMix, they get
influencers, they understand it, they know
how to find them and track them. They're
using, you know, companies like Rap Leaf and
others now, you know, where you were one of
the first to do this, to understand who their
influentials are, creating insider programs
and things like that, but you've leapfrogged
all that stuff and you're kind of onto a new
concept around Infinigraph and social
activation. So tell us how you started in the
influencer world and why that really wasn't
enough, if you will, and how you moved into
what you're doing now.

Chase McMichael: Sure. Well first off, you
know, the social networks are, you know, an
evolving entity and it's an ecosystem. What's
great about what's, you know, what I was
doing in the past was, you know, we were
identifying who was connected to who around
your email database basically. And that had
some great value. The challenge was is that
the world as we know it is interacting with
other content, individuals outside of your
data source and you really needed to look at
that as a holistic entity and get a grip
around the information that people were
sharing. So first and foremost, you know,
understanding influencers 1.0 was well how
many friends do they have, are they active,
are they connected to the right people and
things of that nature. And now it's really
changed to this activity around their actual
social graph, and what I mean by that
specifically is, you know, I may have
multiple social presences, I'm having
different types of conversations, I may
follow many different brands on Twitter and I
may like many different content sources on
Facebook, and I may actually be joined in
interacting with groups on LinkdIn. Well that
is your social personal. When you look at
that and look at maybe a brand has lets say a
hundred thousand or a million people, that is
a game changer because now that information
can be categorized, right, organized in a way
that the brands for the first time can get a
view into their audience and really what is
about them versus about their product. So 1.0
was, you know, understand what's in my
database, potentially find connections, look
at some connection, how many connections
people have, and now what we're doing today
is we're really getting a true understanding
of what we call the content consumption
graph, how people are interacting on the
graph, who are they interacting with and what
is their interaction rank, and we call it the
social rank. And that's really a game changer
because the brands today are having, you
know, they're struggling. They're struggling
with, "Well what do I do and how do I
communicate with my consumers are not so
myopically focused around their product and
product pitch, product pump?" It's more about
what is your consumer doing, how are they
communicating, what are they communicating
around and then being part of that movement
and, you know, like a pharmaceutical company,
to a B2B, to a B2C company, all of those
individuals there is content being created on
scale now. You know, when the first internet
came out, you know, people started doing
blogs, news articles, all this information
was being sorted, ranked and stacked by
Google. Now all that sort and rank is
actually by people, and that's really huge
because it's not just how many links do I
have on my page, but how many successful
interaction that I have on that content, and
that's really where, you know, the search is
being challenged by the fact that individuals
are driving not only the conversation, but
driving the epicenter around what topics are
trending. And that's I think for brands is a
huge opportunity to now be part of that
conversation.

Susan Bratton: So at its essence what you're
saying is that a brand isn't just going to be
pushing content out about their world;
they're going to get into the world of the
people that follow them and find out what
other things they care about and enter into
that conversation where applicable.

Chase McMichael: Absolutely. You know, one of
the things that's happening right now is that
you have discreet micro communities that are
resonating amongst their own individual
friends and connections, they'll find a piece
of content that's interesting, maybe a new
article or maybe some type of periodical
information that's in a write-up, and the
information's being created, mashed up and
gathered, but the problem is is that you may
have many different micro communities
resonating around different types or very
similar content, but, you know, it's just
like how do you create a nuclear bomb, you
got to get enough uranium together. Well
you're, you know, a brand has an opportunity
to bring those communities together so they
can start owning, you know, a content
category. Lets say I'm into publishing, you
know, of apparel. Well there's a lot of
materials being shared and interacted with;
why am I not owning that space so that I
become the information discovery zone? And
this is really where brands could take a
position and be the ones that aggregate this
information, do the heavy lifting – you know,
and there's technology to do that – and be
able to then start using your channel to feed
content to individuals that have shown their
interest, and that really elevates you
because now you're not only leading in a
category of information aggregation and it
gives your staff internally, the brand staff,
focus on creating exclusive content and this
whole simbian world of information sharing
and cross sharing is, you know, what they're
using today is a term called curation, and
it's a big opportunity and it's the way that
is fitting our source today.

Susan Bratton: Go back to social rank and
explain what that means in your world.

Chase McMichael: Absolutely. Social rank is
in its essence is – people have heard of,
like, clout score. There's several different
companies that use different mechanisms like
well how many times did you get retweeted,
are you listed, how many connections you
have. And what we looked at and what we felt,
you know – and obviously I can't give out too
much of the secret sauce – but social rank to
us was, there was three critical factors;
were you active within a topic, and the topic
is important because some people are
aggregating and curating content themselves,
sharing it and distributing it. People take
that content, will potentially comment on it,
reshare it, and what we found is that both on
Twitter and Facebook and even LinkdIn, this
was having at a very geometric around many,
many different topics and categories. And so
when we look, when we define what is social
rank, we're looking at individuals that are
actually getting other individuals to
interact and interacting mean that they're
actually participating in the physical
conversation. Those individuals are gold
because those individuals could be
indoctrinated into an advocacy program for a
brand and that individual's very passionate
around a specific topic. Well there's
thousands of these people or hundreds of
thousands of these individuals going on every
day and ebbing and flowing into these topic
categories. What we're doing is actually
monitoring that, so we're not really doing
keyword monitoring, we're actually monitoring
the physical people and their social
interaction around content, and that's how
we're utilizing calculating the social rank.

Susan Bratton: So you went from, at Unbound
you went from identifying influencers based
on how many – I'm sure it was much more
complex than this Chase – but basically…

Chase McMichael: Well it's in common
connections, you know, like…

Susan Bratton: In common connections, yeah,
how many people they had as followers
essentially, how powerful were their
networks. That was your first kind of line of
defense, right?

Chase McMichael: Well and also we added,
there was the, you know, how many friends
that say if I was a Lady Gaga fan, right, if
I had 50 other Lady Gaga friends that were
also fanning, my ability to create potential
conversation around Lady Gaga was high, and
that was one way where we were actually
determining what, you know, a potential
social influencer. If you had a lot of
friends that had the same income and
connection, well you can, you know, flip that
around and say okay, that's great, but we
were, you know, if you break it down, that
individual may not be active. He may not have
anyone interacting with him, just because I
have, you know a hundred friends that have
connected to Adobe, but if I don't do
anything on the graph, if I'm not, you know,
creating action, and that's really where the
whole premise of we'll call 'social
activation' is like, you know, to activate
someone there has to be an action and action
has to be relevant and it also has to be
around passion. You know, a person that sits
there and comments and/or potentially even
writes a blog, there has to be some
motivating factor of those individuals that
have multiple profiles, they're interacting
with multiple individuals that are using
mobile and desktop technologies. Those
individuals are going to be having a higher
rank and they're interacting around content
that's relevant to them. And so those, all
those factors really played into that social
rank calculation.

Susan Bratton: So you're no longer looking at
how many followers and connections a person
has; you're looking at how they get other
people to participate in a conversation
around a subject that a brand, that could be
important to the people that follow a brand.
Is that right?

Chase McMichael: Absolutely. I mean, you
could have lets say 400 friends, but if you
are interacting and engaging around content
and people are engaging you around that
content, that social reach and the
amplification – and you know, Brian Solis
says it really well, it's called social
resonance – is so powerful because it's going
beyond, just because you have a huge number
of followers, if they're not steaming the
quality and they're not really resonating
around certain specific vertical topics, you
know, you're using a megaphone in a vacuum
and the information is not flowing and
passing readily.

Susan Bratton: We're really going back to
opinion leaders. I mean, that's really what
it is, and brands have always sought out
opinion leaders. And now you're saying that a
brand should curate content beyond their own
navel gazing world into the greater… I'll
give you a good example: Blue Diamond
Growers. They're here in Sacramento, they
make wonderful and delicious nuts. And they
sponsor the LPGA and I think maybe the NFL;
those are their kind of two big things, and
if I got it wrong it's okay, but they do like
a chicks sport and a man's sport. And instead
of talking about nuts all the time in their
social strategy, they could easily be talking
about and furthering the conversation around
LPGA, around golf, for their women followers,
is that right, feeding that information as an
extension to sponsorships they're already
doing?

Chase McMichael: Spot on. I mean, there's so
much information that's relevant to their
female target that is golf oriented where
they can take that information, redesseminate
it to their channel, and then, you know,
there's ways where you can weave your message
in as part of that broadcast and that,
effectively you become a source of
information. So you're not just pounding
about your product, 'cause, you know, how
much can you say about your, lets say, nuts.

Susan Bratton: You can say a lot about nuts
actually.

Chase McMichael: I'm sure that's…

Susan Bratton: They have a lot of different
kinds of nuts and they have different flavors
and different, you know, styles…

Chase McMichael: There's actually
sustainability farming…

Susan Bratton: Yeah.

Chase McMichael: There's all kind, eco….

Susan Bratton: The history of the Sacramento
Valley and, yeah, there's lots of stuff.

Chase McMichael: Well think about all the
content that people are actually interacting
around, that people are actually creating
that are connected to this company. So by
actually looking at that conversation,
they're able to rank that, repurpose,
redistribute it and that really elevates
themselves because now they're not just a nut
company but they're about content and
information movement within their society.

Susan Bratton: I have to say you're really
eloquent today, you're doing an awesome job.
You sound so good. I want to go to a break
and when we come back I want you to either
use a real case or a use case and walk us
through… So you're telling us now, like, I
know all the people that are like, "Oh shit,
now I got to do this", you know. So what I
want you to do is break it down and make it
really easy, what are the step by step things
that we would need to do as social media
manager or the brand manager if I really
wanted to embrace your advice and this next
generation social activation. Does that sound
good?

Chase McMichael: Awesome!

Susan Bratton: All right, so we're going to
go to a break and we'll be right back with
Chase McMichael. Chase is the co-founder of
Infinigraph. Stay tuned, we'll be right back.

Susan Bratton: We're back with Chase
McMichael of Infinigraph. So Chase, tell us
how we do this darling. What do we have to
do? Just tell me what to do.

Chase McMichael: Well first of a lot of the
tools out there today weren't ever engineered
to do just this task, so, you know, I created
something to enable a brand to first look at
their community, and we use Facebook and
Twitter to connect. We analyze those
connections, what content and conversation is
occurring, what links are being shared. We
also then look at the cross affinities, what
are they else connected to, and at that point
we have what's called a global cluster, once
we've analyzed that. So the brand doesn't
really have to do much of anything besides
literally connect their Facebook and Twitter.
Once we come back with a ranked list of
content they look at that content, they can
check it out and if they like it it's called
a trusted content source. This may be, you
know, some type of botanist that's blogging
on, you know, a certain type of nuts, to
choose an example. We just launched the My
Colts. So My Colts, it's a football team and
exactly what they're doing is that we found
in source content that was relevant to their
fans. There were some local publishers that
content was being fed into their feeds, and
now their feeds are being automated both on
Facebook and Twitter with, you know, tags and
things put in correctly. And what's nice
about that is every time a person clicks on a
link the content shows up, on the very top
banner they talk about, you know, the Colt
promos and offers, and it's a really great
way where they keep the conversation going,
interaction is very relevant, and very simply
be able to keep the brand name alive in front
of the customer, which is, you know, a Colts
fan. Another example, you want me to give
another one?

Susan Bratton: Yeah, let me ask you a quick
question.

Chase McMichael: Sure.

Susan Bratton: A lot of people are going to
be thinking, especially the DishyMix crowd,
that this is a keyword oriented scenario
where your rank list of content must have
come from some keyword thing. So explain what
you're doing, 'cause you said it's not that.

Chase McMichael: Yes. The good news is that
we're producing keywords that are extremely
viable for doing like a Facebook ad buy or
even a Google ad buy because now we're
actually looking at your consumer
connections, their friends and what content
they're actually interacting with. So we're
able to determine, hey, if I shared with
Susan, you know, a link to lets say an event
in Houston or in San Francisco, and you click
on that, you share it to another person, what
happens is that link comes up high and that
content is relevant to the audience I'm
connected to, and that then gets presented
back to the brand as this is relevant content
that is resonating with your audience. At
that point they have a choice: they either
can make that a trusted content source, it
maybe be for the Opera, and then they're able
to put that information in their feed as
being a relevant source to their audience.
It's a big game changer because some of the
content you may think is not really relevant
but the data don't lie. Your audience is
resonating around it and you now have an
opportunity to be in the crowd cool and it's
about being part of a conversation that's not
just brand specific.

Susan Bratton: How are brands feeling about
trusted content feeds? That must be as scary
as the moment when brands realized that
people were having conversations, good and
bad, about them in the social sphere and they
couldn't control it. How are they doing with
the trusted feeds? Is it pretty easy to find
that kind of thing and how much does the
topic change? Is it temporal or are there
kind of these more long term conversations
that people are having?

Chase McMichael: Well first, you know, the
conversations are somewhat temporal, but
usually people have in the audience is very
passionate around certain specific content
categories, and they really don't drastically
change. If anything, they're expanding and
our data proves that they do expand as the
graph starts to expand, more social, more
sharing, more liking, all of that is a big
game changer for content in general because
the density around conversation is increasing
not decreasing. We're at 90 million Tweets a
day, so the reality is information density is
increasing for the brand. Understanding what
content is relevant to you is important, how
they feel about it is, it really comes down
to is we have an approval mechanism. So you
know, the challenge is is that some brands,
some people will say, "Okay, I trust this
content, I will let it go out", because the
person that is publishing the content is
protecting their brand. There's a point where
the brands are saying, "No, everything's got
to be approved." But, you know, that's
another challenge where, you know, we say
taking your dead feed to a live feed. Some
brands need to let certain things flow. There
is going to be some challenges obviously, and
then there's some content that would only be
approved because it may be a little too user
generated. So, you know, like Yahoo Sports; I
mean there's all kinds of content sources
being created that would be considered
pre-cleansed. But again, you know, it's
really up to the community manager. It's like
a lot of the community managers today,
there's some actually have left their boards
open for people to comment. It's like
un-moderated and the ones the brands that
have done that seem to have – and it's not
seem, the data doesn't lie – they have more
social interaction. More social interaction
creates more reach. So there will be brands
that will be challenged with just letting
content flow through their social ecosystem
unabated. And then there will be many, I
believe, we're starting to see this now where
there'll be a portion of the content that
they're good with and then there's a portion
of the content that they feel they have to
approve. And that's really just the world we
live in.

Susan Bratton: So we're talking about using
feed technologies to increase the relevance
of the conversation, the breadth and the
relevance of the conversation with your
followers. How do you measure the
effectiveness of this so far? What are some
of the early KPI's that you're clients might
be tracking?

Chase McMichael: Well, you know, the reality
is that CTR, click through rate, I mean every
client wants traffic to their site and, you
know, when you're sitting in a boardroom
with, you know, executives they need to move
the needle on what really matters to them.
Yes there is customer loyalty. Yes there is
sustainability, and all the other buzzwords
we're using, but there's also what's called
the bottom line, and the bottom line for them
is how many units did we sell this month, you
know, or how many subscriptions got signed
up. And that really comes down to creating
the most social interaction possible vis a
vie you have to go beyond yourself at this
point. And relevancy, vital. But if you can
create conversation click throughs and create
physical interaction, that in turn turns into
one thing, and that is attention. They're
giving you attention. Now clearly you have to
have a great product. You have to have a
great story. The customers have to love you
and they first and foremost need to say
something about you. Those chemistry elements
have to be there or, you know, it's like, you
know, you have to have two hydrogens to one
oxygen. If you don't have that then you don't
got water. And the reality is brands have to
have a baseline foundation for their product
to succeed. The big brands that have good
reputations, that have good products, have
loyal customers, this is really an amplifier
because now you're pumping in content that's
broadly relevant, gets them more engaged.
That engagement in turn causes, which we're
using Facebook and Twitter as an example
here, the beauty of all of this is the graph,
the graph, the feed, the ability to take
information that goes beyond me and gets
distributed and broadcasted. And the whole
theory we proved through physical data is
that when that happens it creates traffic,
new individuals, leads, back to that site to
create discovery. And that is word of mouth
marketing, and it's word of mouth marketing
like a ricochet on content of relevance to a
vertical audience.

Susan Bratton: And you've really put your
pricing model into that strategy, which is
that marketers want to be in the
conversation, they want people to click on
their content and come to their site, but
they also want followers. And part of your
model is that you get a flat fee plus you get
paid for all new followers, is that right?

Chase McMichael: Yes. You know, one thing
that's nice about, you know, the social sites
is that, you know, there's API's in place
today that enable you not only to analyze who
you want to connect to, but they enable that
to be enacted. The authenticity is very
critical. The challenges in what we see, you
know, a client will come to us and they may
be following or friends with, you know,
several hundreds of thousands of people, will
only do the analysis on them. A good chunk of
them are inactive. They're not interacting
with them. And that doesn't mean that that
person is not a good listener. And so one of
the things that's very important is that when
you're, we call it clean, you clean your
following base, is that you want to
determine, well is this person connected to
other relevant brands and do they have a
potential voice. And then what we're also
doing is finding specific people that we know
are active, active in a vertical sharing
content, that we want to get them to follow
you, and that's a critical element to this
whole equation. You may have a quarter of a
million, fifty thousand, ten thousand, five
thousand, but you want to double, triple and
quadruple that and the way to do that is
through connection and that is going out
physically and connecting with those people,
and we put that in full motion.

Susan Bratton: How do you put that in motion?

Chase McMichael: Well so Twitter actually
allows you through the API to actually make a
request to a thousand people a day. And one
of the things that you have to do is make
sure that when you do that – 'cause they rate
limit you – is that you need to make sure you
are requesting the right people. And, you
know, I've very against these automated tools
out there because it's the blind leading the
blind, and/or you sit on top of one Twitter
site that has a lot of followers and you
start following, you know, junk, and that's
not going to help you as a brand, nor is it
going to help amplify your voice. There is a
set of individuals because of the link
sharing and all the statistics that we bring
back that says, "Hey, these are the people
you need to be connected with and here's the
reason why." And so it's not the quantity so
much, it's the quality. The quality leads to
quantity.

Susan Bratton: Okay, so do you have any
information about, it used to be that if you
followed someone they pretty much followed
you back. But I've noticed or it seems to me
that those ratios are dropping. Do you find
that or is that just my personal gut feel?

Chase McMichael: No, it is a fact. And in the
challenges is always is again, it's
relevance. You know, when you start to follow
a set of individuals and, you know, if
they're using an automated tool that's one
thing, but you know, the fact is is that you
want to make sure that it's very relevant. If
you're trying to follow, you know, lets day a
thousand people and they all have ten
thousand followers, they're inundated. And
they may not be your best target because… So
there is a ratio, there's a nice little sweet
spot, we don't tell anybody what that real
number is, but there is a nice little sweet
spot of a ratio in there where, you know, we
get really nice response rates, and that's
something that we just dial in for the
clients because, you know, at the end of the
day we get paid on not only how many people
got connected to them but how much traffic is
being generated from those connections. So
we're insensitivized greatly because it's all
performance based to generate not only the
best quality, but the best interaction.

Susan Bratton: So is your target customer for
Infinigraph a social agency, a social media
manager at a brand or something else?

Chase McMichael: It's all of the above. You
know, primarily right now we are targeting
the mid market in large brands. Those
currently today will benefit the most because
they already created a relatively large
volume – maybe five thousand, ten thousand, a
million. And the information that comes back
from that is just worth its weight in gold.
And then at the end of the day they really do
have a way of growing their base because what
Twitter doesn't like is to you to over
follow. So lets say you have a hundred
thousand friends and only, you know, three
thousand are following you. That doesn't fly
at all.

Susan Bratton: What is the current ratio that
Twitter thinks is a good ratio?

Chase McMicahel: You know, I know that there
is a stopping point. We don't really go to
that level. You know, there is a tipping
point, and I have ask my guy on my end
exactly what that number is, but there is
definitely, I can tell the audience here you
don't want to get out of balance or you will
get dinged. And that's important. Plus it
looks strange.

Susan Bratton: Yeah, right. Exactly. You've
got, we don't have to say it again. So our
time is almost up. Are there any other things
that you could tell my very sophisticated
marketing DishyMix listeners, that maybe
they're not quite ready to go to the extent
of creating custom feeds of content and
working with you now, but that that there are
some small things that using the knowledge
you've acquired in looking at the data, that
you might be able to themselves implement.
I'm talking about just the quick and dirty,
you know, gorilla marketing version of the
Infinigraph concept. Are there any like two
or three things you'd say, "Hey, if you're
not doing this, do this. Not doing this, do
this"?

Chase McMichael: Oh for sure. First of all,
there's a lot of RSS readers out there that
are very usable. Most of the content – I
would say like 90 percent or plus – are the
content that you want to redistribute through
your channel is RSS enabled. The second part
is watch your feed, and watch your
competitors feeds, you know. You can do hash
tag searching, where you actually put in a
hash tag, put it in a search and it actually
pulls up and shows you what people are
clicking, not something someone's clicking
on, but what people are, you know, looking.
There's Tweet Mimi, which shows you the
number of clicks that certain links are
getting. And really actually there's my blog
post, my recent blog post,
blog.infinigraph.com, has a whole list of
different tools for determining advocacies,
finding influencers, tracking conversations.
So if you were to, you know, put a couple of
those together, you would able to then
determine, well hey, this looks like this is
trending. You can read that and say, "Hey, I
want to put that in my feed", and at that
point you would be, you know, as a human
you're the social intelligence and that's
sort of kind of our little keyword we use,
you would be the social intelligence, you
would identify this is happening around these
individuals or around this topic, I've
checked the content out, yes, definitely
looks relevant, and then you would then could
put it into your feed and at that point a
little bit of manual work but it would work
because… And then you could start actually
with bit.ly or other link tracking tack, how
many people clicked or retweeted and all of
the sudden voila, you have now done
intelligent content automation.

Susan Bratton: Nice! And how do you take an
RSS feed and automatically Tweet it through
your Twitter account or post on your Facebook
page?

Chase McMichael: So there's this series of
different tools that will do that. The
challenge with doing it automatic, if you
don't add like the right hash tags or apps,
it does look a little automated. And you can
go to a persons page – and I'm sure you went
to a person Facebook page and you saw all
their posts they would make from their
Twitter and it's just automatically, you
know, one after another. So you need to be a
little bit sensitive about that because, you
know, at the end of the day it is about
putting some human out. So now we've done
some really smart things on our end to put
the right tags in, you know. When we see
social and media we put it together and make
that a tag. So there's some smart things
we're doing. You can do that to. If you just
want to do a full on automation, there is a
couple of tools, again it's on my blog, and
you can click on those and some of the actual
I believe Code Tweet, but that's with the
exact target, but there is some other
products like Hoot Suite that you can set up
scheduling from feeds. And also know that I
believe the All Top, which is the part you
were talking about…

Susan Bratton: Yeah, Objective Marketer.

Chase McMichael: Objective Marketer, they're
doing some automated stuff as well from RSS.
But, you know, just be sensitive that, you
know, don't get too overzealous 'cause if
you're not making it look clean and it's not
organized really well, it will look like
you're just feeding your feed.

Susan Bratton: Got it. That makes total
sense. Well thank you for the quick and dirty
tips too. I always appreciate that. Sometimes
you're not quite ready to go full on into it,
but it really makes sense. What you're doing
is expanding the conversation, increasing
your relevancy about the content you have to
your customers. Chase, thank you so much for
being on DishyMix again, and I really love
what you're doing now. There's a few people I
need to introduce you to. So we'll take care
of that after the show. And you want to give
you're URL again one last time so people can
find you?

Chase McMichael: Yeah, go to my Facebook
page, you know. We're about social, so it's
facebook.com/infinigraph. I'm also at
Twitter, so it's Infinigraph. Easy.

Susan Bratton: Perfect, we're going to do
that. All right, I'm your host, Susan
Bratton. You've gotten to meet Chase
McMichael and I hope had a mind expansion
around where social is going. And I look
forward to connecting with you next week and
have a great day. Take care.