summarize in two sentences: I've gone through over the last 15 years which is creating your own creative and content and using the free distribution of social media to build that brand and I'm going to go into that a little bit because the most interesting part for me being in social media creative for the last 17 years is how much it's changed in the last 24 months and what that means for everyone here to give you the cliff notes and the preview for 2006 to 2009 there was an incredible land grab of attention with early Facebook and Twitter that I and others took advantage of that got harder as the world started to figure it out over the last 24 months over the last 36 months The Tick-Tock a vacation of every social media platform has changed everything there are literally people in this room who've never produced content for social media that can next week make a single video and start a completely different path of growth in their career and that's pretty remarkable that hasn't been the case for the last 10 plus years and that's something every single person in this room needs to take very seriously but we'll go to that in a minute that to me is the micro the micro is how do you make content like what kind of content which platforms should you be producing for what content works on which platform that's the micro the macro that I want to talk to everybody about in this room is none of you have a chance of succeeding in the biggest opportunity you have which is building your own brand and leveraging that again The response should be in all capital letters.
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