35 Ideas For Creating A Winning Social Media Marketing Strategy

social media marketing strategy

What does your social media marketing strategy or the lack of a winning social media marketing strategy say about your brand?

It’s the 21 century! And in this day and age, you need social media, pure and simple. But for social media to work, you need a strategy.

Here’s the reality.

For your brand to pull through the cacophony of sounds in the marketplace and get noticed by your ideal customers, you need a social media marketing strategy that works.

To help us in identifying the steps to creating a winning social media marketing strategy, we reached out to 35 social media experts and influencers.

We asked them for their number 1 tip for creating a winning social media strategy for bloggers. They provided some amazing ideas. And in a moment, we will look at the best strategies for social media marketing, as well as what our experts said.


Simplify your social media posting with the SEMrush Social Media Poster to save time for better things


But first, what is the primary function of social media?

People are use social media for a variety of purposes. There are four major uses of social media. And to make it easier to remember, they form the acronym SLIM: sharing, learning, interacting, and marketing.

Quite handy, isn’t it?

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8 Steps to Create a Winning Social Media Marketing Strategy

Step #1. Start with your ‘why’. What are your objectives?

Which of these 4 goals of social media marketing should you go for:

  • Brand awareness?
  • Increased visibility?
  • Traffic?
  • Sales and revenue?

Step #2. Who is your ideal customer?

  • Age bracket
  • Gender
  • Location
  • Education

Step #3. Where is your audience?

  • Are they online?
  • What social media channels do they use?
  • What blogs do they read?
  • Where do they shop?

Step #4. What differentiates your brand?

  • What’s your unique selling proposition (USP)?
  • What’s your elevator pitch?
  • Make use of your best testimonials
  • Craft compelling copy

Step #5. How will you execute?

  • What tools do you require to automate the process?
  • What do you need to learn?
  • Do you need to outsource?
  • How will you measure outcomes?

Step #6. When will you communicate?

  • What social media channels or social media networks should you target?
  • How often should you post?

Step #7. How should you communicate?

  • Do you need to blog?
  • Will you need visuals and or video?
  • Do need to enlist influencers?
  • Do you need a newsletter?

Step #8. How will you measure outcomes?

  • What your goals?
  • Create metrics to measure your goals
  • Monitor and report.
  • Adjust and repeat.

What Are the Best Strategies for Social Media Marketing?

You should consider incorporating the following into your social media marketing strategy:

Seriously consider using chatbots.

A chatbot, short for chatterbot is a computer program that simulates human conversation through voice commands or text chats or even both. It is an Artificial Intelligence (AI) feature that can be embedded and used through any major messaging applications. It is commonly used through Facebook Messenger, Slack, Telegram, Text Messages, etc.

Create a personalized experience for your customers.

Make them feel special. Make them feel wanted. Here are some ideas to consider:

  • Encourage your customers to create profiles.
  • Segment your email subscribers.
  • Store information for faster checkouts.
  • Implement geotargeting practices.
  • Create a customer loyalty program.
  • Listen to customer feedback.
  • Recommend relevant products.

Create an efficient content marketing strategy.

Your content marketing strategy should incorporate the following:

  • Seek to identify and establish who your primary audience is. Understand the social media channels where they are mostly likely to be found.
  • Invest in some (social) keyword research tools such as SEMrush, Ahrefs, Moz, Majestic etc.
  • Develop a content calendar. This basically is a written schedule of when and where you plan to publish upcoming content. Some people call it an editorial calendar.

SEMrush

Create a community for your audience.

Create a community for your tribe. For example, here at Astute Copy Blogging, we encourage our readers to join our “Community of Astute Bloggers”. This can be on your website or blog. It can even be a Facebook group!

Create and frequently vivify and vitalize your profiles on the relevant social media channels.

In particular, seek to be active on the following social media channels:

  • Social networking sites (Facebook, LinkedIn)
  • Microblogging sites (Twitter, Tumblr)
  • Photo sharing sites (Instagram, Snapchat, Pinterest).
  • Video sharing platforms (YouTube, Facebook Live, Periscope, Tik Tok, Vimeo).

Consider using brand advocates.

A brand advocate is usually an influencer who promotes your brand through word of mouth marketing. Brand advocates mention your brand in a positive light to make their followers interested in your products or services.

Social Media Budget

Last but certainly by no means the least, you will need to establish a social media budget. How much you allocate to social media spend should depend on your overall digital marketing goals. Research shows that most companies spend about 5% to 15% of annual revenue on marketing. Of the total marketing budget, you should spend 35% to 45% on digital marketing. And ideally, you should aim to spend about 15% to 25% of your digital marketing budget on both organic and paid social media marketing.

How to Use Social Media as Marketing Strategy

Here is what our social media experts said about how to use social media as a marketing strategy.

#1. Be Clear On Your Objective – Allison Chaney  

Be clear on your objective. When you know what you are trying to accomplish with your blog, your call to action will be clear. You will also know the platforms you should post on and how you should post.

For example, if your objective is to drive traffic to your website, then posting a link to your blog on an Instagram post won’t be effective, but posting images from your blog on Pinterest could drive tons of traffic over time. 

Allison Chaney, Chief Digital Training Officer, Boot Camp Digital 

#2. Keep Your Content And Aesthetic Flexible – Jarry Lee  

Keep your content and aesthetic flexible. Now more than ever, world news is affecting what is appropriate to post or not post on social media. Bloggers who rigidly stick to the same topics and aesthetic without considering their relevancy will be seen as tone-deaf and become irrelevant.

Be open to posting about more than just your niche if the situation calls for it. Your followers are also interested in your ideas and personality, and that includes your authentic take on what is going on in the world.

Jarry Lee, Model and Content Creator, instagram.com/jarrylee 

#3. Establish Your Audience – Tommia Hayes

When creating a social media strategy for a blog, it’s important to establish your target audience. Before you start marketing on social, research which channels your demographic is on. For example, if you’re targeting millennials, it’s better to market on Instagram.

If your blog focuses on workplace culture and how to advance in your career, then it’s better to promote heavily on LinkedIn. If you’re not marketing on the right channels, your message will be missed. 

Tommia Hayes, Senior Manager, Communications – Community Health Charities

#4. Analyse Your Niche Audience – Ali Khundmiri

Analyse your niche audience and categorize all platforms they are active on. Set one as Primary and all others as Secondary. Start by identifying all the platforms your audience/niche use frequently. Pick one of these as your primary platform. 

Now, create content for your primary platform, and modulate or change that to suit all secondary platforms, individually. The reason? Each platform is different. And if you spread yourself too thin, you lose the opportunity to learn and grow.

Ali Khundmiri, Social Media Strategist, Intandemly.com

#5. Know Your Audience – Samantha Moss

The best winning social media strategy for blogging is knowing your audience. These are the people who will most likely read and support your blog. If you know your target audience, you will know your content. It would be easier for you to find topics that will get them involved and be hooked on your blog. You can then promote this in relevant social media groups.

Always focus on the things that your reader wants to read. Know what they want so you’ll be able to make better and more interesting content. Once you have established these audiences, they will help you gain more followers and attract more readers. 

Samantha Moss,
Editor & Content Ambassador, Romantific

#6. Know Everything About Your Target Audience – David De Haan

Know everything there is to know about your target audience. It is not enough to know who you are targeting. To create a winning strategy, you need to research the social media platform they use the most and the kind of information they like.

This helps you come up with content that will attract them to your page. And they will freely engage with you. In your research, find out their age, the area they live and their habits. 

David De Haan,
Stand Up Paddle Boards Review

#7. Understand Your Target Audience – Oksana Chyketa

To make the most of your social media channel, you need to get to know your target audience first. Not just guess what your audience wants. You need to understand how they think, and what their pain points and needs are. In other words, you have to identify and explore those who are interested in your blog and in what you have to offer.  

It’s important to mention that only high-quality, problem-solving and engaging content will attract and retain your prospects. 

Oksana Chyketa, Marketing Specialist, BreatheWeb.com

#8. Get Re-Posted By Niche Accounts – Amra Beganovich

Get re-posted by niche accounts on Twitter or Instagram who have millions of followers. It’s easy – tag them in your content or simply direct message them.

Most of the top bloggers (myself included) have made posts go viral using this method. These accounts repost content that they love and send thousands of new followers your way. 

Amra Beganovich, Influencer,
Co-Founder & CEO, Amra & Elma an Influencer Marketing Agency

#9. Don’t Limit Distribution To Your Blog – Jeff Allen 

The internet is an insatiable, content-craving beast! The bloggers that stand out today are the ones that commit to over-feeding. What does that mean? Don’t limit your content to the confines of your blog.

You spend so much time creating those blog posts. Repurpose each post into micro-content that can be distributed natively to all other relevant content distribution platforms, FB, Insta, YouTube, Twitter, and yes … TikTok. If not, you are seriously limiting your potential.  

Jeff Allen, AdvisoryCloud

#10. Utilize Your On Camera/Video Skills – Julie Ann Dokowicz

My tip for increasing your audience and sales through social media is to utilize your on camera/video skills. You need to be consistently showing up on video and letting your audience into your life/brand/business and also personality. That’s because people don’t buy products, they buy people and they buy from those that they know, like and trust!

So take advantage of promoting your offers on IG stories and IGTV and follow the 80/20 rule: 80% should be educational, business content and the other 20% should be fun things, insight to you as a person or your daily life. 

Julie Ann Dokowicz, CEO and Creative Director, Girl In Heels Travels

#11. Be Active Where You Are – Paige Arnof-Fenn

My advice is to pick a few things you enjoy doing and do them really well. You cannot be everywhere all the time. So choose high impact activities that work for you and play to your strengths.

You do not need to be on all social media platforms but make sure you are active on the ones where you are. If your customers do not use Facebook, Twitter or Instagram to find you then you don’t need to make them a priority. For many professional service businesses like mine, LinkedIn matters the most in building a trusted brand. 

Paige Arnof-Fenn, Founder & CEO,
Mavens & Moguls

#12. Embrace A Multi-Channel Approach – Ashley Monk 

Embrace a multi-channel approach with a clear marketing funnel defined toward your target audience. The channels used will vary by niche, but each funnel should lead to the blog with a primary source to drive traffic (preferably, paid advertising, Pinterest organic if you have a strong keyword base or a promoted pin.)

Then, use the other channels depending on your audience (LI, FB Group) to begin creating a conversation about your blog. Finally, utilize your email list to continue to promote.

Aspire to target your audience across different channels over a period of time to increase the longevity of your content. If you can implement your funnel and create genuine engagement and dialogue around your content, you’ve succeeded.

Ashley Monk, CEO, It Media

#13. Pick One Or Two Platforms To Dominate – Sean Dudayev 

My best tip for a social medial strategy for bloggers is to pick one or two  platforms to dominate instead of trying to do them all. Audiences interact with different platforms in different ways and use them for different reasons. You want to pick the one that will get the right type of engagement for your blog.

Picking one to dominate will allow you to have quick and successful experiments to see the type of content that resonates with your audience more. This will help grow your audience much faster than taking the shotgun approach and putting up the same piece of content everywhere.

Sean Dudayev, Start-Up Growth Expert & Founder, Frootful Marketing

#14. Integrate A Social Share Widget – Rameez Ghayas Usmani

Publishing great content and hoping people to find it is not enough. Social media marketing is one of the most valuable channels when it comes to enhancing brand recognition, increasing reach and driving sales. The 
collaboration of SEO and Social Media together give audience relevance and value, both directly and indirectly.

Similarly, when people engage with your content through Social Media, you not only get good quality traffic to your website but it also results in higher search engine result page (SERP) ranking.

I make sure to integrate a social share widget for Facebook, Twitter, and LinkedIn on my webpage to allow users to share my content with their customer base. 

Rameez Ghayas Usmani,
Digital Marketing Executive, PureVPN

#15. Don’t Limit Yourself To Saturated Platforms – Allan Borch

Many small businesses limit themselves to saturated platforms like Facebook and Twitter. While we do post regularly on the said platforms, we also make fair use of LinkedIn to promote our content and also to network with others in our niche.

We share articles from our blog sites regularly and connect with individuals and groups that are relevant to what we do.

Now, we have plenty of expert sources to tap for articles. We’ve also had successful collaborations with other brands that helped us gain new customers and drive up sales. 

Allan Borch, Founder, Dotcom Dollar

#16. Write Long-Form Captions – Brian Robben  

Write long-form captions to win on social media. Yes, it requires extra effort and creativity, but you will stand out as it’s the road less travelled. Not only that, in these longer captions your audience will start to get to know you better. You have more details to share your dreams, fears, and daily happenings.

This extra investment into sharing your life will build an authentic group of fans who like you for you. Then, you can  leverage that to drive people to your blog and products or services. This  strategy works, if you can stay disciplined to do it. 

Brian Robben, CEO, Robben Media

#17. Make Use Of Hashtags – Karina Bik 

I’ve managed social media campaigns for small bloggers and Fortune 500  companies alike, and my number one tip is the correct and efficient usage of hashtags.

They have to be relevant to your photo, match the size of your account (very popular hashtags on a smaller account won’t perform as well), and capitalize on current news and trending topics.

It’s a relatively simple process, but many people overlook its importance to a campaign. 

Karina Bik, Model, Digital Creator, Karinabnyc.com

#18. Take Advantage Of Artificial Intelligence (AI) – Julio Viskovich  

As a blogger, it is becoming more difficult to drive traffic to your blog. So it is important to craft enticing social media posts across multiple social networks. Luckily in 2020, bloggers can take advantage of artificial intelligence (AI) to help.

There are a number of free tools that analyze your blog post and auto-generate enticing social media by-lines for your post. This allows bloggers to re-share their posts across the same social networks without being repetitive thus driving more traffic to their post.

Though there are a number of AI programs that will do this, I use Lately’s social post auto generator  to help me create multiple original social posts for each blog, driving significantly more 
traffic to each blog post. 

Julio Viskovich, Marketing Professor and Social Media Consultant, Thompson Rivers University. Consultant, Julio-Viskovich.Com


SEMrush social media toolkit

How To Create A Social Media Marketing Strategy From Scratch

Here’s more of what our social media experts said

#19. Tell A Story – Linh Nguyen  

My number #1 social media marketing strategy for blogs boils down to this: 
Tell a story. If you tell 10 people, Hey, “I made this. Check it out”! 2 will do it. If you tell 10 people, “Did this ever happen to you? Here’s how I overcame it”. Now all 10 are intrigued!

When marketing your blog, try to turn it into a story that you’re sharing with your audience. Now, it’s less invasive and more permissive. Seth Godin says to: 
**Tell a story that is about the listener, not about you. 
**Tell a story that is worth sharing. 
**Tell a story that’s unforgettable. 
**And tell a story that makes things better. 

Marketing is connecting people to the solutions for their problems. Your social media marketing strategy is simply telling a story, sharing your perspective, and guiding the customer on your journey to find theirs. 

Linh Nguyen, Content Creator & Copywriter at Yourlinhguist.com

#20. Think Outside The Box – Alexander Porter  

Everyone uses Facebook, Instagram and LinkedIn to promote their blog posts. Heading there is like visiting the beach on a hot summer’s day. There’s positives in theory but you’ll only end up crowded out and frustrated. 

Instead, use less targeted platforms like Quora and Medium. Ideal for creatives, these platforms allow you to build small but highly engaged networks of like-minded people. 

You can drive traffic to your blog by sharing parts of the original, and  directing people to your site if they’d like to know more. 

As long as your posts provide value and are genuine attempts to help people, you’ll be working within the guidelines of the sites and helping boost your blogging platform at the same time. 

Stop going to the beach. 

Alexander Porter, Social Media Marketing Manager, SearchIt Local

#21. Consider Trend Jacking – Shayan Fatani

The best way to organically drive traffic to your blog post would be trend  jacking. Trend jacking, as the name suggests, refers to taking an advantage of a trending topic which ultimately amplifies your web content. 

You do not necessarily have to cover a trend through text based content. Make use of mediums like video and podcasts as users. 

According to Cisco, by 2022, online videos will make up more than 82% of all consumer internet traffic – 15 times higher than it was in 2017.

This also helps you stay engaged with your community as a brand. With regards to trend hacking, this could mean  sharing an opinion with good research on a trending issue on Instagram,  Facebook or whichever social media platform where your target audience  resides. 

Shayan Fatani
Digital Marketing Strategist
PureVP

#22. Produce Eye-Catching Visual Content – Hamna Amjad  

We live in an age of information overload and short attention spans. The best way to entice your audience on social media is by producing eye-catching visual content  that can also act as a gateway to drive traffic back to your blog. 

No one stops to read long textual posts while scrolling through their feeds on social media unless they see an attractive image. Each post should be accompanied by an attention-grabbing image. Add a link back to your blog post where you discuss that topic in detail. 

Therefore, you should not only be creating videos but also be experimenting with new forms of video content such as Live Videos, Social Media Stories, Facebook 360, Facebook Canva, and TikTok. 

Hamna Amjad, Outreach Consultant, Heart Water

#23. Conduct A Social Media Competitive Analysis – Irina Weber  

You can learn a lot about your competitors by looking at their social profiles and figuring out what actions they take to succeed. Create a Google file, list your top 10 competitors on social media, and follow this three-pronged approach. 

1. What can I replicate? Check what tactic or type of content works best for your competitors and do it your own way. 

2. What can I do better? If someone does something quite well or even poorly, try to figure out what you can improve. 

3. What can I do differently? Want to stand out from the crowd, put a fresh  spin on an old tactic.

Irina Weber, Content Strategist, SE Ranking

SEMrush

#24. Research Your competition – Sonya Schwartz

Start by researching your competition. Note what keywords and images they are using. Not necessarily so you can imitate them, but so you can do what sets your brand apart from them.

You also need to check out what content your competitors are sharing. Find out if they are using video, images, or other media. This will help you put out content that will engage your target audience. 

And lastly, check how often they engage with their target audiences, so you can do the same. 

Sonya Schwartz, Relationship Expert, Founder, Her Norm

#25. Post Carefully Crafted Visual Materials – Domantas Gudeliauskas  

Post a carefully crafted visual material that raises a question. To convince people to click on a blog link, you need to do two key things – make them stop scrolling and pique their interest for that click. 

To make them stop in their tracks, you’re going to need something  attractive and easy to understand at a glance. To peak interest, a bit of information that promises an explanation if you click the link.

I find that snippets of infographics work best for this. It promises easily digestible info, is visually stimulating, and often offers interesting facts. Limiting context encourages users to learn more. 

Domantas Gudeliauskas, Marketing Manager, Zyro, an AI-powered website builder.

#26. Integrate Evergreen Content – Niles Koenigsberg

When it comes to social media marketing, you must integrate evergreen content into your strategy. You cannot be expected to create a new  blog piece every day or even every week!

Evergreen content is the perfect solution to any social media campaign, as it saves you time and maximizes the impact of your writing.

Evergreen content offers the perfect opportunity to repurpose your older content pieces and get more social media engagement out of every single article. 

By drip feeding a single blog post out to your social media channels over the course of an entire year, that article will achieve greater visibility and it will receive more clicks than a one-off social media post.

Niles Koenigsberg, Digital Marketing Specialist, FiG Advertising + Marketing

#27. Try Co-Marketing – Jane Kovalkova

If you’re a blogger that publishes a lot of content, the best strategy I have for promotion is co-marketing. For every blog post which we write, we link to several of our partners and mention them in our social media posts. They share our content too and we can amplify a single post and get it  published on at least 4-5 other pages.

You can do this with all other sources which you mention in your blog content. Just reach out to the people you mentioned in the blog post and ask them for a social media share. In most cases, people have no problem sharing posts where they are mentioned, as industry experts and thought leaders. 

Jane Kovalkova, Chief Marketing Officer, Chanty

#28. Start By Making A Schedule – Marlee Stein

Marlee Stein

If bloggers want to create a winning social media marketing strategy, making a schedule is the place to start. Planning social posts can take more time than most think, especially if you’re using multiple platforms. 

Having pre-set time allocated to planning social posts prior to scheduling will save you plenty of time and make your content much more effective and insightful. If any changes are ever required, you’ll be able to do so in advance instead of at the last minute!

Once you’ve figured out the best times to post, be consistent. In a short matter of time, your audience will truly become your brand-loyal followers.

Marlee Stein, Social Media Specialist, seoplus+, a digital marketing agency.

#29. Be Consistent – Jeremy Harrison

Consistency is the number one thing you need in your social media marketing. Posting regularly is essential to keep your audience engaged. To make sure I don’t miss out, I create a content theme for the month.

I formulate questions about the theme and develop contents based on those.  Sometimes I even check my competitor’s site, copy topics from them and then 
create my content. Once I have all of that, It’s now time to use a calendar and schedule when to post.

What I usually do is to spread them out evenly in my calendar to maintain consistency. As long as you stick to your schedule and plan everything out in advance, you’ll never go wrong! 

Jeremy Harrison, Founder & Head Of Content Strategy, Hustle Life

#30. Deliver High-Quality Content – Noemi Konta 

Focus on delivering high-quality content, always keeping your audience in mind. The more your audience engages with your content, the more exposure you will gain not only within their networks but also from the social media platform’s algorithms.

Always test your content and don’t hesitate to ask your followers what else they would be interested to see on your pages. 

Noemi Konta, Social Media Specialist, RENTCafé

#31. Use The Pareto Principle To Your Advantage – Nikola Roza  

Use the Pareto principle to your advantage. In social media, this means that a handful of blog posts are going to drive 90%+ of social media amplification. So focus on the wining topics. 

How to find them? Go to BuzzSumo and enter a broad keyword from your niche.  Then filter for content that got an absurd amount of love on social media, for example 10 000+ shares on Twitter. 
Now, create similar content, but better. And promote it.  

Chances are your post will be very popular as it copies what’s proven to work and is clearly better. Turn this tactic into a strategy, and you’ll do great on social media over the long haul. 

Nikola Roza, Owner & CEO, Nikola Roza

#32. Create Controversy And Trigger Conversations – Andrei Vasilescu  

This is a bad-ass strategy to drive traffic to your blog. You’ve to create  controversy to attract people. Share social media contents relevant to your niche in a different perspective which differs from the usual views.

People are greatly attracted to controversial matters and cannot refrain from commenting when see one. The target of your social media contents will be to incite or provoke the audience to comment on those.

Respond to the incoming comments to establish your stand and start conversations in your social medial profiles. People will be interested to know more from you on these related topics and eventually end up reaching your blog.

Since you already a member of different social media groups or communities in your niche, your controversial opinions and comments will fetch a big number of your target audience to your blog.

Andrei Vasilescu, Digital Marketing Specialist & CEO, DontPayFull

#33. Partner With Fellow Bloggers – Djordje Milicevic

Partner with your fellow bloggers. Connect with other people from your niche to expose your blog to their audience. Build relationships by sharing their content, engaging with their social media posts, and leaving comments to show your appreciation.

Shout out to other influential people from your industry on social media to highlight their achievements. Get on other bloggers’ radars by publishing expert roundups including their quotes and tips.

Offer your engagements and exposure to get some in return. If you do things right, other bloggers will re-share your content and expose you to their audience, resulting in a bigger reach and stronger influence.

Djordje Milicevic, SEO, PPC & Content Specialist, StableWP

#34. Forget Google, Use Pinterest – Casey & Andrew Cunliffe

Forget Google, use Pinterest to skyrocket your blog views. Pinterest is now the third-largest social network in the U.S. with more than 2 billion searches every month. 

Pinterest is actually designed more like a search engine than a social media  platform. So the goal is for users to discover your pins and click through to your website to read your content!

The best part is, unlike other social  media platforms, the reach of your content isn’t solely dependant on how  many followers you have. Your Pins are visible to anyone conducting a search for your content, whether they’re following you or not! 

Casey & Andrew Cunliffe, Pinterest & Blog Marketing Strategists, Second Fiddle

#35. Build A Hallway Before You Start Yelling Down It – Kris Hughes

My number one social media tip for bloggers is to build a hallway before you start yelling down it. This is especially true on Facebook, which tends to be the most reliable source of organic traffic for bloggers.

Bloggers should buy some Facebook likes early on which mirrors the audience they’re targeting. Once there is an audience built from these likes, then start sharing content.

It’s pointless to share anything on your  Facebook page until you’ve established even a small audience that’s targeted and more likely to be engaged. 

Kris Hughes, Senior Content Creator, Gembah

SEMrush

Wrapping Up – Creating A Social Media Marketing Strategy

Now you’ve heard our experts. What are your thoughts?

Which of these 35 ideas resonates the most with you? And which is your favorite expert?

Do you have a winning social media marketing strategy as a blogger? What would say is your number 1 tip for creating a winning social media marketing strategy for bloggers?

    Pedro is a pro blogger, coach, copywriter and list grow strategist. He is the founder and CEO of Astute Copy Blogging. He is also a pastor, an award-winning author, and an attorney! He makes his home in England with his wife and their two delightful daughters.

    Please note: We reserve the right to delete comments that are either offensive or off-topic.

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