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Make a connection while you're giving away whatever content you're giving away. >> got it. it's a great idea. okay. ask people to share. again, just asking. but the share is so powerful because it gets that you visibility. if you're a nonprofit or a cause, it's really easy to ask to share. but really any business that has made a really personal connection with their customers can put up a piece of content and say if you like it, please share. >> it's so fine that we just forget to ask. and people, especially if they like it, they're going to of course do it for pup. >> and finally, use cross-c...