President George Washington was well known for his ethics.

Interestingly, there is one important facet of internet marketing (and more specifically SEO) that encourages professionals to do the right thing.  That is online reputation management (ORM).  ORM is a key component of SEO that pertains to what other people have to say about you on the Internet; i.e. positive and negative feedback.

A few weeks ago I came across a very interesting example, which illustrated the importance of ORM within SEO and the consequences of doing the wrong thing. Mike Halvorsen, a Search Engine Optimizer in Columbus, Ohio, found himself in a email battle with Joe Rozsa, another SEO in the same city over the keyword, SEO Columbus (which was his exact business name).  Rozsa’s case was that Halvorsen’s SEO efforts for his own business were having a negative impact on Rozsa’s.  Consequently he asked that Halvorsen stopped whatever it was that he was doing. Halvorsen felt that he was well within his rights, so he turned to the SEO community as a whole for support. Most people sided with Halvorsen, which generated a lot of negative content directed at Rozsa.

Whether Joe Rozsa was right or wrong in contacting Mike Halvorsen is really a matter of personal judgment. His actions did eventually cost him a good reputation under the name, SEO Columbus as well as a high ranking on Google SERPs. He will likely have to rebrand his business under a different name. Joe missed the significance of ORM. The important concept to note is that ORM is a critical part of SEO.

Similarly, another example of the importance of doing the right thing in Internet marketing dealt with a lawsuit Cleveland Golf filed against Christopher Prince and Bright Builders. Prince owned a site for which Bright Builders provided SEO services. The site sold counterfeit Cleveland Golf clubs. The judge determined that Bright Builders had contributed to the copyright infringement with its SEO services and ordered them to pay almost $800,000 in damages.

The case showed that SEO firms can be held accountable for how the work they do for a client is used. Therefore SEO firms need to be aware of the ethical impact of their services as well as its legality. If SEO work is being leveraged to deceive customers like those in this case, it probably will get a firm into trouble at some point.

Ultimately, the best strategy for SEOs to conduct business in an ethical manner is to care about their online reputation and to focus on doing the right thing. Clearly, keyword rankings aren’t the only thing at stake when it comes to decision making in Internet marketing.  Be aware of the impact of your actions, do the right thing, and happy optimizing. And remember, don’t trade your snack pack for a banana.

The article is an interesting read for me, but not for the obvious reason. There’s SEO at play here.

Here’s the breakdown of the business plan of the online sunglass hut:

Customer places an order for sunglasses.
Quasi-store finds a shifty supplier where authentic brands are “iffy.”
Quasi-store buys the product.
Customer supplies the money and the product is sent.

You’d think that it would be safer by being less of a middle-man, but by placing the responsibility of the purchases on himself he taps into a vein of purpose that leads him to no-holds-barred rage. More is on the line, so he has more of a dog in the fight than the supplier. If someone tries to cancel or return, the threats begin fueled by his stake in the transaction. As expected the negative reviews pour in based on the horrible customer experiences.

Here’s where the story takes a different bent. It would be expected that the negative reviews would decrease his position, but it actually doesn’t.  Here is a breakdown of SERP results.

People are blaming Google saying they need to change their algorithm. To me, this is ridiculous. Everyone is forgetting one important fact in this whole subject and it’s the customer. From Google’s perspective it would seem a no-brainer: “Don’t buy from someone with negetive reviews,” this also suggests that we should do our own research before throwing our money at something online.

There are hints that “buzz” from social media and trending topics help in the algorithm, but it’s all in speculation. The real tragedy is that people don’t do their research when purchasing. Point-of-Purchase aisles before checkout counters are there for a statistical reason. A sleek, user-friendly website combined with a “great deal” and a “need to be filled” results in a conversion.

The big seasoning to the mix is that people will most likely complain than compliment on the Internet.

So this is what we have:
1. Several people wanting a product in an irresistible situation
2. A search algorithm that ranks based on buzz and reviews (among other things, of course)
3. A search engine company that bets that the negative reviews will decrease business
4. A company that thrives on the apparent success of negative reviews

Is this sustainable?

The short answer is yes.

The long answer is involves a potential algorithm change of bringing national reviews to the SERPS along with proposed methods of setting up several websites and not giving a darn about what people think about you. Keep in mind a specific niche’ might be slow to catch on as evidenced by the continual clientele of the site.

Though this might be viewed as a hole in the algorithm, it’s more of a hole in user responsibility.

Take for example the exchange I had with a potential online advertiser my employer is considering using. And “yup,” if one of the middle-management guys over there wasn’t a buddy of mine, I probably would have been evil about it.

Me: Hey, is this link important?
(15 minutes later)
Buddy: Uhhh, where did you get that?
Me: You AE didn’t leave their email address so I searched for it. That link was the first result.
(15 minutes later)
Buddy: There’s a director over here that  about messed their pants.

What was that link?

Apparently the director was using a browser-based, 3rd party spreadsheet tool (not Google docs) that had all the advertiser’s clients, which Account Executive(s) was assigned which account, the frequency of use and, my favorite, little notes to jog his memory about the account.
Such clever notes included:
“Late”
“Always have to resize ads”
“Restyle to 4c [cymk]”
and, of course
“need payment.”

Now the director found out the hard way that “public” doesn’t mean “my staff can read it.” But for the AE in digital media, it is simply inexcusable that searches for your name in general and in relation to your company bring up next to nothing. No business contact info, no social media presence not that you need social media, not even a phone number.

And, yes, absolutely, their employer should share in the blame. But if the employer is wrapped up in client work and can’t get to fixing the problem right away, here’s a few steps to take to get it working for yourself.

1) Make a Google Account – Yes, sounds like an unnecessary step, but if you don’t have any search results (an impressive feet by the way), then you probably don’t have a Google Account. Sign up for a Google Account via this link.

2) Set up Google Alerts for your name - Click this link for Google Alerts. Follow the instructions. They’re pretty simple. Then every time Google finds something that has your name on it, it will send an email update to you email account. It’s like magic.

3) Set up Social Media Profiles – if you don’t have your own website or are not active online, fake it. Chris Brogan made a list of 50 social media sites to consider. Use it as a Checklist. Fill out the base information and then let them know how they can contact you. If you want to shortcut, try these:

• Facebook (get 25 friends and then make a url for your name [Facebook.com/yourbeautifulname])
• Twitter.com - make your user name your real name
• Linkedin – the “business” one. I recommend getting familiar with this one.
• Ning - find some network to pretend to be in.

With minimal effort, you should be able to get those up to the first page. And you might want to practice those tools, like Linkedin – the “business one”, because if you’re in digital advertising and your boss doesn’t know that browser-based applications can be indexed in search engines, y’all might be in trouble.

What Other Online Reputation 101 Steps Do You Recommend?

The power to respond to an online comment is mighty. It can help or harm in a dramatic way. Think twice, post once. With Yahoo, you could respond. Crafting an intelligent response to get the conversation offline was the best case scenario. With Google, you were branded with that 1 star review from Redbarron69 every time your name came up.

Well no more!

As of last Thursday, Google has opened up their reviews to allow responses from verified business (another incentive to fill out your Google Place page).

This is huge. But like “huge” things, it’s both good and bad for reasons I already stated. You can respond, but if you do it wrong you open up a PR nightmare. Two months ago, I gave a crash course in online reputation to department heads of a client. Only two reviews were given and they were both one star. Since they were on Google, nothing could be done. Luckily, the reviews were detailed enough to know what had happened and talk with the those from the company involved.

Now, the ability to respond to a negative review is here!

But first things first: Should you? Yes.

• If you don’t respond to negative reviews, it could send the signal that you agree with their assessment. “Yeah, you got us there. We tried to rip you off.”
• If you don’t respond to negative reviews, it could send the signal that you don’t care about your customers. ”Eh, so what? We’re awesome without you anyway…”
• If you don’t respond to negative reviews, it could send the signal that you are moving backward. “Bad review? On a Goo gull? What’s a goo gull?”

How do you handle a negative review? You can read our previous posts, but I came up with a handy dandy acronym that will probably find it’s way onto a PowerPoint someday. Keep your responses to negative reviews LOW.

Listen - People want to be heard. Empathize with their situation and understand that their frustration is validated. Though you may disagree with their accusations with every fiber of your body. This is not the place for it. Your company is bigger than that.

Offline – Get the conversation offline, invite the person to call you or a manager directly and post a direct number. Use Google voice if you are afraid of a barrage of calls.

Win-win – If the person does call, you have an opportunity to turn the customer around to a strong advocate.

Listen, empathize, calmly explain and bring in your customer service protocols. Do not ask for the review to be removed, it will cheapen your efforts.

I think there’s a fear about Online Reputation Management. It consists of  people opinionated enough to post something good or bad about your    business. We love positive reviews. We feel the pat on the back and get a spring in the step to continue on. Woo!

But what about a negative review? I have come across the following emotions:

1. “It might be a competitor!”

One nasty technique in Local SEO is to bomb competitors with false negative reviews. Not only does this lower your own standards, it creates havoc on “best practices” that the SEO industry is trying to establish. So, anyway, you think it’s a competitor? Oh those tricky devils! Who is it? You can’t tell! Also, the people searching for you will read the review and they have no idea who wrote it.

2. “It might be a former employee!”

Again, like #1, it doesn’t matter to the general public. 

3. “No one reads those things…”

The power of the review rests in the how much the average searcher relies on reviews of local businesses. Do people believe these semi-anonymous posts? Yeah, they do!

Now that we’ve explored the three forms of denial concerning negative reviews, let’s take the steps needed to deal with them.

Step 1. Accept the fact that someone somewhere screwed up.

We’re all human, but businesses are expected to be flawless and fair even though these business are run by flawed and unfair humans. No one can give the same amount of perfect effort of providing customer satisfaction every single time. It’s not possible. It doesn’t matter if it’s a fake review, it’s there for the world to see.

Step 2. Realize that this will only increase exponentially.

This isn’t a fad, this is how people shop will continue to shop. Unfortunately, the later a business owner is to the game they miss more opportunities to gain business or prevent people being turned away.

Step 3. Appoint qualified people to manage online review management.

Online Reputation Management should be done by someone in your company that has tact, empathy, compassion, and a strong will. Don’t leave it to your webmaster, don’t give it to the IT department. This needs to be handled by your sales or marketing team.

Step 4. Know what your options are.

For a Yahoo review, you can respond to them by making a comment to the review. You have 2 objectives in this comment field. First you need to neutralize the review. You are not going to comment a negative review into a positive review. You are going to neutralize the review by being empathetic, understanding, apologizing that they had a bad experience. People want to be HEARD most of all. Read “How to Win Friends and Influence People” and you will gain tremendous insight into people. Second, you NEED TO GET THE CONVERSATION OFFLINE ASAP! I can’t overstate that enough. If I was able to blow up the font to 800 dpi and flash in gaudy colors I would. You do not want a back and forth recorded conversation. Read this to see how it can spiral out of control. It’s one thing to get a negative review, but it’s another when your interactions wind up on countless blogs and news aggregator sites.  You are not there to defend your business by somehow communicating that the customer was wrong. It makes your business look like a jerk – if a business can be personified. Invite the person to call a specific number to resolve the issue such as the sales manager, customer rep, whoever. Chances are they won’t call, but everyone will see that you put forth the effort.

For Google Reviews, you can’t respond to them. There is not comment field. It’s just going to sit there, like a wart. Your only option is to get more positive reviews. Real Positive reviews. Find customers who love you. Really love you. Adamant fans of your service and ask them, if they  wouldn’t mind, to write a review on Google. If you can’t find such a customer, you might want to think about how to cultivate a loving customer base.

Keep an eye on your company’s reputation online. It will carry weight into your overall sales strategy, customer retention and business practices.

The protests and demonstrations after last Friday’s Iranian election are playing out in real-time on Twitter, even despite government filters and media restrictions. Even the candidates were using Twitter to communicate with the Iranian people and calm the uproar. Mir-Hossein Mousavi, the last Prime Minister of Iran and a candidate in the June 12, 2009, election, was Tweeting to voters via his official campaign Twitter—hoping to calm demonstrators and keep the situation from escalating. Iranian citizens, Americans and other nationals in Iran, and journalists in Iran overcame government censorship firewalls to tweet the latest news of the election because Twitter was one of very few remaining lines of uncensored communication with the outside world. A powerful role for a social networking medium, and the necessity of Twitter during this tumultuous time wasn’t overlooked by the U.S. State Department in their attempt to monitor the developing election aftermath.

After Tehran shut down websites, cell phones and newspapers approaching the elections and as the protests escalated, Twitter became a key method of communication. So much so that the U.S. State Department requested that Twitter postpone a scheduled maintenance shutdown so that the world would continue to get the latest from Iran. Iranian officials are seeing just what Twitter can do and, in an effort to stop the flood of information, pictures and videos of protests, they have ordered that people remove all material that could “create tension” from Twitter and other social networking sites or face legal action.

There’s no ignoring the fact that the world has adopted Twitter as a method of real-time communication. The media is watching it as well as millions of users around the world. When all other communications we have come to rely on (TV, print, email, phone) have failed, Twitter becomes even more vital to communication.

A Lesson in Crisis Communication

Your company may not be overseeing a volatile national election, but crises do arise every day in business. Whether it’s a product recall or a misprint in an advertisement, you need to speak directly to, and with, consumers. Twitter has the power to dispel troublesome rumors, relay vital information and create a dialogue with the public in the even of a company crisis. With Twitter you can speak first, create a conversation, and respond to inquiries— all in a personal medium that lends itself to credibility and honest communication.

Social media is becoming a mainstay in daily communication, and Twitter is proving itself a powerful form of communication in real-world situations. Prepare your crisis communications plan with Twitter in mind. Whether or not you’re using Twitter for crisis communications, you can be assured that you’re customers, colleagues and competitors are—be prepared.

Corporate Twitter-Greement

It sounds funny because it is, but whether you’re managing a corporate Twitter account or you’re executives and C-suite are using tweeting from or about work, you need to have a basic Twitter-Greement. Set out the basics like what constitutes confidential corporate information, and what constitutes defamation. Set out guidelines such as if tweeting during work hours is permitted and if the company name should be used. You can also specify who can speak for the company—for example; you can specify that only C-Suite execs can tweet about corporate opinions, company policy, actions and reactions.

Lay out all guidelines, as well as preferences, with the understanding that you can’t infringe on the first amendment rights of employees but you can curtail what is said regarding confidential information and you can prevent information from being presented as corporate opinion or statement rather than personal. These days, some companies are going so far as to incorporate social media rules and guidelines into the employment contract—an idea if you’re heavily invested in social media.

Corporate Twitter, CEO/CMO and C-Suite Tweeps

To Tweet:

• First, show some personality and be yourself. You don’t have to present yourself as the “corporate spokesperson.” Talk about your life, your family, discuss current events—even what you had for dinner. If you’re managing a company Twitter you still need to maintain a personal approach so use your profile to say who you are (not just the company name) and talk about yourself and your experiences as well as company happenings. Otherwise, you’ll lose interest from followers fast.
• You’re a public name when it comes to your company so tweet that way. Talk about news, new projects, ask questions, test ideas and generally look for feedback.
• Don’t bore followers with nothing but links to the corporate blog, press releases, news stories and white papers—this isn’t the Press section on your website.

Not to Tweet:

• Keep in mind that some things (politics, competitors, religion, etc.) are things to steer clear of if you discuss company issues, events or include your company name in your profile. Your statements and opinions can get confused with that of the company and that can alienate customers and contacts. (Remember, I’m not saying you can’t discuss these things legally, just that you shouldn’t for the sake of the corporate reputation.)
• It almost goes without saying, but don’t tweet insults about co-workers, confidential or non-public company information or anything you wouldn’t want a co-worker or competitor to read. Twitter comes with privacy, defamation, trade secret and whole host of employment issues and the law in this area is still developing so do your best to avoid getting caught up in the Twitter legal proving grounds.

I’ve seen a lot with Twitter this past month, so rest assured that people are learning from their mistakes—no one has this all figured out just yet. Don’t be afraid to take advantage of social media, just do it with the understanding that everything requires a professional perspective and planning. Companies are building networks, running promotions and making business contacts all using Twitter so there are proven track records for social media marketing success with Twitter.

The Power of Online Reviews

The Internet is a powerful force that is built on anonymity and opinions expressed in online reviews hold tremendous sway to a searching public.  Anytime you find a review about something you are interested, you give it immediate credibility without questioning the source.  If a certain negative review seems out of place, you may think that was a rare situation, but the fact remains that someone said something bad about your company or product.

When a Review is Negative

Getting reviews accounts for a lot in ranking in Local SEO.  The results whether the review is negative or positive seems not to be as important as having any reviews at all.  That’s right, bad publicity is better than no publicity in terms of the algorithm, but all that bad publicity needs to be dealt with before steering people to another choice in the Locals list.  First, let’s clear out two items I get asked most about:

1. You can’t remove the negative review
2. You can’t find out who the review is from, even if it is a competitor

You might be tempted to respond online to the post and that needs to be taken with extreme caution.  Imagine first that this is a stage for the world to see.  Going online to post is the same as stepping onto that stage with everyone to see.  What do you say?  How do you say it?  Well, here are some tips:

1. Realize the Review Might Be True

It’s easy to think that this might be some sort of online sabotage, but it’s always better to err on the side of legitimacy.  Don’t write it off immediately as a local competitor because that doesn’t help the situation.  The review is on there and you have a choice to make.  Ignore it or handle it?  And let me add this to the mix: Don’t let your SEO guys do the talking, involve customer service ASAP.  Your customer service team should be trained to handle this just as when someone calls in to complain or stops by your store.

2. Get the Conversation Offline as Soon as Possible.

The last thing you want is your entire conversation with this person to circle around the blogs, forums and … more blogs and forums.  People have saved email correspondence and published it, circulated it, picked it apart and ridiculed it.  This is something you need to get off digital paper and on the phone lines.  The way you need to get them to respond is to respond to their post.  Create a log-in into the review site they used.  Setup the profile for your company, use the logo as an avatar and fill out the information as full as possible to represent your company.  You’re “going in” so to speak and you want to go in strong.

When you respond to the post you need to realize that a.) they want to be heard and  b.) they WANT TO BE HEARD.  Listening to what they said will carry a lot.  It shows that you aren’t just trying to placate them to get them out of the way.  Use this post to show that you heard them and empathize with their frustration.

DO NOT OFFER A SPECIFIC RESOLUTION TO THE PROBLEM ONLINE.

Don’t say “we’re sorry, call us now and we’ll give you a $X coupon” unless you want several people calling for a coupon.  You need to get this offline as soon as possible.  Your resolution should be personalized and offline.  In order to do this you need to give specific instruction to the individual.  Your post can mention a specific person they should ask for when they call.

“[Reviews User ID], We’re sorry about [the problem] and the frustration you experienced.  Please call us right away at XXX-XXXX and ask for [person in customer service brought into this problem] and we will work with you to your satisfaction.”

Empathy and a call to action – that’s what you want to leave online.  Because if they don’t take the offer to call, at the very least everyone else sees you listening and willing to work it out.

3. Work Out the Issue Offline

If they respond, this is the opportunity to put your A-Team Customer Service Rep to task to make this situation stable again.

4. Ask For an Online Update

Don’t forget this part.  If you have been able to follow through and make the situation right, ask if the review online could be updated.  Don’t ask for it to be removed, they might take offense at that.  Ask if they could update the posting to reflect how much that your company does care to try to work with each and every customer.

5. Review Your Practices

If you were able to turn a negative review around to a positive, remember how much effort it took to do so and make sure that it doesn’t happen again.  Alert your staff that there’s a system out there that can quickly report how well any one of your customers has been treated.

What If the Reviewer Cannot be Consoled …

This will happen.  There are people who will not like you no matter what you do. The only way to fight that is to be consistantly good at what you do and encourage your actual “fans” to review your company and hopefully outnumber the disgruntled customers.

1. Be Proactive

Being proactive with your clients means being one step ahead of them at all times. You will get that occasional client that trusts everything you do and doesn’t bother you, but a majority of the time you will have clients who do want to know everything that is going on and will be able to spot problems themselves. If a client is coming to you to tell you about a problem you should have already known about and told them about, that’s not being proactive. Now the client thinks you are not on top of it and will miss things. This puts more pressure on the client to constantly be involved and on the lookout for mistakes or errors. Being proactive means looking ahead, thinking ahead, and acting ahead of everyone else. That way if a client does come to you and asks you about an issue, you can say, “I’m already on top of that!” – which will put your client at ease. It can also get an aggressive ‘know it all’ client off your back at times too.

2. Be Transparent

We all dream of living in a perfect world, but reality is you will make a mistake from time to time. And that’s okay! The trick is being transparent with your client and letting them know when mistakes occur so they realize you are handling it. Even if there is no mistake made on your end, talk to the client about what’s going on with their SEO account. Don’t make them ask you for reports or information – come forth with it even if they don’t read it or use it. This will help the client feel more confident with what you are doing if you can be honest and up front about any issues, your fault or not.

3. Help solve the problem

One thing I have done in the past is to be open to helping clients solve their overall online marketing issues. Whether it’s tracking their emails via Google Analytics or diagnosing why their PPC stats dropped but SEO didn’t. Google Analytics or any other analytics tool can help you dig deep into the problem to really figure out what happened, and how it can be fixed. This can be a Godsend to your clients! For them to know that you really just want their business to thrive in any means necessary makes you more of a partner than simply an SEO consultant.

4. Predict the Future

Yes, be a fortune teller! You know as an experienced SEO manager that certain things like algorithm updates or new domains will cause SEO stats to fluctuate. If you think that something a client is going to do could cause potential damage to their rankings, do tell them in advance. You should word it like, “I know we’re launching the new website next month, but just as an FYI – we may see a drop in organic rankings as a result”. Of course tell them why, and if you expect it to bounce back up to normal the week after tell them that too. Google Trends is a great tool to determine seasonality among your top keywords. So if you’re selling an item that does really well over Christmas or Easter only, than make your client aware that traffic may drop on those keywords due to seasonality. This will make your client feel like you really know what you’re doing and that you are a part-time fortune-teller!? Again, being proactive about this information is key – telling them after the fact can break the trust of your SEO abilities.

5. The Why is More Important than the What

In SEO it’s common to find areas of expansion where the client could add more related content to the site to help improve keyword targeting and to build links. Moreover, in telling the client what kind of new content they should add, be sure to explain to them why. Sometimes, the why is more important to a client than the what – so they understand why it’s important and can possibly explain it to others in their company too. This works especially well when it comes to dealing with developers and programmers. Developers and programmers at times don’t like making changes to their sites if they don’t feel there’s a good reason for it. So if you get your client to be on your site this should help push those stubborn developers and programmers along. I’ve also had many clients tell me thank you for explaining it to me – they especially enjoy it when you take the time to explain how SEO works and why.

These client customer service tactics have really helped improve the relationship between the client and I, but also have proved to my client that I am a trustworthy SEO manager and they can count on me for all of their needs, serioulsy. Once you establish a good relationship with a few clients, those clients will refer other people to your services, and before you know it, you’ll have more and more clients.

After reading through the comments, I must admit I was shocked, embarrassed and more than a little disheartened. While I may be a relative new-comer to the SEO community specifically, I’ve been active in the search marketing community as a whole for a while (my other personality). My experience has been that the community is strong, full of smart, resourceful and interesting people who like to collaborate and share ideas.

That being said, I’m not a naïve, disillusioned little boy who thinks the world is a perfect place. I know that people disagree – especially the smart ones. Heck, I’ve written my fair-share of “disagreement-posts.” But what I read in that comment string went way beyond simple disagreement. It was full of nasty mud-slinging, and was the epitome of unprofessionalism. SEOs as a sub-set of working professionals are typically small businesses that participate in the community to build their personal brand (be that through blogging or participating in communities like Sphinn). Knowing that to be the case, how can anyone present themselves so negatively in an open forum like Sphinn and think that it’s OK?

I’ve held positions with businesses well outside of the SEO bubble, and this kind of behavior would NEVER fly. If I had represented myself (and therefore the businesses I worked for) in that manner, I would’ve lost my job faster than you can say, “doh!” So, I’ll go back to that “SEO bubble” thought for a moment. Is this industry in such a closed-loop environment, that everyone has become desensitized to common, professional business practices? And for a bunch of people who preach, practice and sell reputation management, if I were a prospective customer of some of those people – I would run away as fast as I could. Talk about a reputation management faux pas.

This isn’t the first time (nor sadly the last) that this type of disagreement has turned ugly. I suppose that some of my fellow SEOs would argue that the fact that the discussion gets so “animated” is due to the fact that SEOs truly care about their work. They’re involved, and want to carry the torch for their opinion. I don’t disagree with standing up for your opinion. If done in a tasteful manner, there will always be room for disagreeing and stating opinions (which I should point out – a few commenters did, thankfully).

All of this is to say, if I want to read commentary that sounds like drivel written by an angry 14 year old – I’ll go to MySpace. When I go to Sphinn, I expect a certain level of professionalism (if not comradeship) whether we all agree or not. I expect the comments to add to the discussion, not detract and repulse (harsh, I know). I suppose that’s all I have to say on that.