laura seidel of mpr. let me start with a question that i even warned you i was going to -- and i don't normally give away my questions, but i thought it was such a tough question, i thought i would warn you about this. well, duh, is my question. isn't there -- we have discovered that social media, social networking, the internet, have allowed one person to change the world. and you wrote a book about that. >> yeah, so okay -- so duh. what we have basically figured out is that -- or i think what everyone has figured ow, to your point, there's plenty of books about the mechanics of using facebook and twitter and blogs and everything else, and they add a lot. but very few -- maybe nothing brings together what makes people work from a consumer behavior perspective, with the technology, good marketing tactics and just an understandeling of how to make it all roll from a operational perspective. >> could you quickly sort of sum up for people? what are sort of the basics? if you're starting a campaign that you w