If I text you, I have your phone number, we're friends. If someone sends you a Facebook message, then people go, I can check that later. There's really no good reason for us to spend time on social media. We just don't think, okay, open up texting, open up Instagram, send a photo, send a quick note there. And that combined with digging the well before you're thirsty and creating those relationships over time is key.

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