Late December and early January is a time where many of us do some self-reflection to think about how we can better ourselves for the new year. Well we at the Social Navigator team wanted to share with you some of our resolutions.

The next person to share their goals for the new year is one of our content creators, Jonathan David.

Question: What are your New Year’s resolutions?

Jonathan: Well, normally it would be for me to get back into my hobbies or to have a better sleep schedule or not eat junk food; however, ever since I was able to get my first post-college job, as well as the pandemic allowing me to get back into my hobbies, I feel that the one goal I would like to accomplish this year is time-management, specifically, managing my time to avoid getting burned-out.

Q: Why did you choose these as your resolutions?

J: So for the past two years, my number one goal was to find a job after graduating from college, and I remember how stressful and how excruciating it was to not be employed in my desired career industry as well as seeing my peers getting hired after working as interns. Well, now that I accomplished that goal, my new goal is to be able to better manage my time to do things that are equally important to me, such as physical fitness, hobbies such as art and gardening, and even spending time with friends and family.

Q: Do you normally follow through on your resolutions or do you break them sometime during the year?

J: Oh without a doubt I break them, I used to break them a month into the year, and would think “whelp, I tried, maybe we can try again the following year”. Thankfully, I’ve noticed that I’m started to become more consistent and have more self-control to restrict breaking my goals. Fingers crossed on me following through with my goal!

2020, the Year of TikTok

With many of us finding ourselves with having more free time than we did before, a lot of us have turned to companies that were creating long and short-form video content. A lot of us at the Social Navigator team have been watching many of these contents and have decided to put together a compilation of Tiktok videos that spoke to us in a relatable way during the pandemic.

First off is Kir:

Question: So which Tiktok video spoke to you during the pandemic, what made it relatable?

Kir: As we all know 2020 has been the year of Zoom, among many other things… We also all have had some classic moments on Zoom where there were mishaps. Whether it’d be your significant other in the back of the frame, friends knocking on your window is meeting, losing your Wi-Fi connection or stuck on a call that can’t seem to end. It has been funny and frustrating at the same time.

When I stumbled upon this TikTok re-enacting annoying things that happen in zoom meetings I couldn’t help but to relate. We’ve all be on that Zoom we need to cut short but someone keeps rambling on (sorry if I have done this to you HA) this TikTok is just so relatable for 2020, give it a watch and you’ll see why.


Check out Kir’s video for relatable Tiktok of 2020^

Next, we have Lily:

Question: So which Tiktok video spoke to you during the pandemic, what made it relatable?

Lily: 2020 was a tough year for everyone. Although I may have fell out of the boat a few times, I also just barely hung on through it all. Looking forward to a fresh start in 2021! :hugging_face:


 Check out Lilys video for relatable Tiktok of 2020

Up next is Laura:

Question: So which Tiktok video spoke to you during the pandemic, what made it relatable?

Laura: I chose this one because I started my jobs working fully remote, so dressing comfy while working from home was just normal for me. When the time comes for me to be back in a normal working environment, it’ll definitely be an adjustment to have to wear business professional attire!


Check out Laura’s video for relatable Tiktok of 2020

Now we have Sarah:

Question: So which Tiktok video spoke to you during the pandemic, what made it relatable?

Sarah: Just a weird video for a weird year hahaha!


Check out Sarah’s video for relatable Tiktok of 2020.

And finally, we have Jonathan:

Question: So which Tiktok video spoke to you during the pandemic, what made it relatable?


This year has been very stressful for many of us, as someone who lost his job early in the pandemic and had a lot of free time to job hunt again, I was always feeling pressure to find something that would show that I was able to find a post-college job; however, due to circumstances not many places were hiring.

This particular video that I chose was because of how, as someone who is very familiar with struggling to find a job post-college, I know that it’s very difficult and competitive. Not to mention the fact that it becomes even more difficult based on the fact that there’s a pandemic and how many companies had hiring freezes. I chose this video because, like the actor in the clip, I too was feeling pressure on finding a job, and to consider going to law school. I’m sure many people who see this would be able to relate to it too.


Social Media Trends of 2020: Video Content

Welcome back to part two of where we look into the latest trends in social media for this year. While there were many trends that companies have engaged in, we decided to chose the ones that we felt your company could use to help improve your digital marketing presence.

The trends for this year included many outside-of-the-box ideas, in addition to putting into action more engaging content.

One trend that you may have noticed since the pandemic had affected the world, is the spike in brands using video content. Many companies have decided to move to going live on Instagram and Facebook, used by brands like MTV; TikTok, used by brands like Wendy’s; and even streaming services such as Youtube and Twitch, which was used by NASA.

Specifically, in this case, long and short-form video content. A recent annual report by tech company Cisco has stated that by the year 2022, roughly 82% of all online content will be some form of video. This means that if you’re thinking about creating video content that would engage with users, ideally you would want to start now, rather than later, and data collected by Statista shows that as of October of 2020, the top three platforms for uploading video content are: Facebook, Instagram and TikTok.

So while this year is coming to a close, it isn’t too late to begin plans on sharing your content using long and/or short-form video content. There’s still brands that are now creating new content using this method, and with people still not being able to travel much, now is an opportune time to create engaging content that’ll connect with your audience.

Boating Industry’s Elevate Summit 2020

About two weeks ago the Social Nav. Team attended the Boating Industry’s Elevate Summit 2020. It was an all online event with many familiar faces from the industry. It was great to hear about what the industry has been up to this past year. There was a wealth of knowledge being shared the whole day, but the one part that really stuck out to me was Marcia Kull’s keynote about Women Leadership in the industry. “Being a female myself in the industry, her topics and points were both, relatable and reliable,” Says Kirsten Corssen, the Co-Founder of Social Navigator.

Kull made the audience self-reflect on your personal “superpower,” and encouraging us to always use these, especially in business. Your “superpower” is what makes you different from others in the industry AND your competitors!

The Social Navigator Team wanted to say thank you to Boating Industry for hosting this summit and everyone involved, it was an amazing experience (even from my home office haha) Adam Quandt; Dr. Thomas Dammrich, DBA, MBA, MSA, CPA; and Wanda Kenton Smith!

What REALLY happened at the Fort Lauderdale Boat Show

Flights checked-in, rental cars picked up, hotels booked, traffic jams everywhere and boat show passes ready. This year’s 2020 FLIBS was almost the most “normal” thing about this year. 

We can all remember when we were at the Miami International Boat Show, we wondered what exactly could this Coronavirus be? Questions swirled around: “Is it going to affect me?” “Should I even be shaking someone’s hand?” Many thought, “Nah… Let’s pick up some Purell from CVS and move along.” A month later, the whole world shut down and we said goodbye to boat and industry shows for the rest of the year, that is until this past week when FLIBS 2020 kicked off.

If you missed the boat show this year, I am here to fill you in! It was very similar to how your local grocery stores are set up right now: markers were decorated all over the floor, reminding attendees to be six feet apart; masks being mandatory to wear (even when walking around outside); hand sanitizer at every corner; and the event being more spacious, to accommodate people being spread out. The boat show directors did an excellent job enforcing the regulations. They had mask “police” at every corner. The moment someone took off their mask, they were approached and reminded to “please put your marks on, as they are mandatory throughout the show.” While normally you would see handshakes, they were instead replaced with fist bumps or elbow taps. 

As you strolled the docks, you saw people wearing “sanitizer crew” shirts. These were privately hired cleaning crews in all of the major booths, such as on the Intrepid dock. You would see a visitor go on a boat, and as soon as they stepped off, a sanitizer crew member gets on and disinfects all the major touchpoints. Even the porta-potties had sanitizing crews that would clean the stalls often to keep germs to a minimum. Some booths had waiting areas where people would stand in line to go in because they were limiting the number of people in an area at a time. All booths had their own hand sanitizers in every corner, and bottles of sanitizer were the most company found handouts at the show (along with branded masks). Many companies even replaced printed pamphlets with QR codes that could be scanned and viewed on mobile devices, at their convenience. Overall, these efforts were put in place to minimize common touch points and the show did its best to accommodate to the current circumstances.

As different as this boat show and year has felt, it was just such a wonderful experience to have the marine industry all in one place again. There were a handful of open areas where usually booths would have been, and the overseas crowd was unable to attend; however, at the end of the day, it all worked out. Local authorities and the boat show directors went above and beyond to provide this experience for us was truly exceptional and safe. We can’t wait to see you at boat shows in 2021 (hopefully)!

An Insight into the Trends of 2020

With the unpredictability of how this year has been, as well as how the recent pandemic has caused many people to scale back or repivot on their initial plans, we at Social Navigator wanted to reflect on the marketing and social media trends that have happened this year. We, hope that we’re able to provide to the necessary information and tips to help you and your team achieve your set goals and KPI’s.

The trends of this year, included many outside-of-the-box ideas, in addition to putting into action engaging content based off of data and analytics collected by companies, such as Sprout Social and Facebook.

Remember that moment a while ago when Facebook announced how they were testing the waters on removing the ability to see whom liked posts on Facebook and Instagram? Well, many have come to the conclusion that while it is important to know how much people engaged with posts, videos and content, the real question is whether or not users have a positive perception and whether they feel they are being engaged. Data collected by Sprout Social noted that, when it comes to making a connection with users, it is imperative to know what is driving the conversation, and to keep users engaged, this would allow you to better create content that would in a way, “speak to the user” like a person, rather than create content that feels bland and robotic.

If you haven’t had the opportunity this year to create content that speaks to the reader, we advise you to do so, it is never too late to start now. Because the last thing that you would want to happen, is to see is user engagement stagnate due to something that was entirely avoidable. We would also like to add that if you are interested in learning more or have any questions or comments feel free to reach to our team, as we’d gladly be of assistance!

Credibility in the Misinformation Age: building trust means building loyalty

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Photo by Vlada Karpovich on Pexels.com

The only thing that spreads faster than pandemic is misinformation. That’s not limited to just the Covid-19 outbreak, misinformation is a pandemic of its own that covers the globe in the digital age. Social media was founded on individuality being sent out to the masses during the rise of internet access over the last few decades. Now, it has become a place for people, politicians, influencers, companies, and governments to inform and raise awareness, as well as share pictures of cute puppies and cat videos. 

Recent studies from the Pew Research Center have shown a rise in how American’s get their news; up to 55% of Americans get their news from social media sites. They found that 52% of Americans get their news from Facebook alone. The rise in the public using social media as a way to receive information led to an increased concern in the credibility of information shared on social sites. Misinformation is considered to be a common problem on social sites and 51% of Americans believe that the news available is inaccurate. Facebook has taken this seriously increasing their misinformation protocols to reduce the false news found on their site.

How does this affect you?

Businesses face an uphill battle when it comes to building credibility because American’s have already decided that social media is not always reliable. That means that your social media sites need to contain consistent, quality, and reliable information that can hold up against a truth meter. Just as companies have to build trust with customers in a face-to-face environment they have to do the same online. 

Tips for Building Credibility

  1. Stay out of politics. When you comment or display political information it leaves your posts, captions, and comments open to being scrutinized for accuracy. It will also keep you from alienating any one demographic.
  2. Post reliable information. Statistics can boost your credibility but only if you can document the source! Make sure to back your claims with reliable sources. 
  3. Be consistent. Taking too long to respond or not answering when your customers comment or message you can make them feel unheard. It will devastate your credibility. 
  4. Be informative. Social media gives you the opportunity to translate information to your public in a personal manner and that’s important. Make sure to provide information about what is going on with your company, your products, and be transparent. 
  5. Establish connections. Don’t let your page become an ongoing advertisement. You need to nurture the public and give them reasons to trust you even if they are not yet a customer. That credibility will perform positively in the long run. 

“Consumers aren’t just reading reviews, 89% of them also read businesses’ responses to reviews. So make sure you join the conversation and engage with the good, the bad and the ugly. According to a Google study, consumers said that businesses that respond to reviews are 1.7x more trustworthy than businesses who don’t.” – Sprout Social

Creating a credible and consistent platform for you customers can be difficult when it comes to managing a business and your own social media. Often, we see companies experiencing lacking engagement or worse. Having social media can be the driving force for company growth but poorly managed social media will negatively impact your business.

Digital media management goes beyond typical marketing instincts and understanding the unique platforms in the ever-changing social media world takes consistent dedication.  

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Photo by Tracy Le Blanc on Pexels.com

Staying up to date on the changes in how social media platforms are shutting down misinformation will help you manage your own content. Even more importantly, the response of the public to these changes will tell you exactly what you need to establish a strong connection with your following. 

For more information on building credibility for your business, changes to media regulations, or help with managing your social media- follow our blog:

What’s Current

You asked: What do really influencers even do? Tula’s Endless Summer Answered.

Shown above: Sierra, Billy & their dog Jetty.

Here at Social Navigator we are constantly asked what influencers do and why does it even matter? Social media transformed the marketing industry by making word of mouth go further than a game of telephone from friend to friend. Now every post has the chance to go viral.

So we checked in with some of our favorite influencers to get a behind the scenes of information about what influencers do. (It should help you realize why it’s a necessary part of every marketing strategy going into the next decade.)

A little background about our influencers: Tula’s Endless Summer. Tula’s Endless Summer is the name for Billy, Sierra, and their dog Jetty. They have sailed up and down the east coast, all of the Bahamas and through the Caribbean. Tula’s Endless Summer started the boat life on a small monohull sailboat (Tula) and then moved onto an old trawler (Neverland). They now live on a sailing catamaran named Adrenaline. In order to be able to live this life, Billy and Sierra buy boats that need a lot of boat work and fix them up on their own. They make these videos so you can experience the work and the fun.

Social Navigator: What do you want brands to know and understand about what you do?

Tula: There are a lot of things that I wish brands knew and understood about us as “influencers” or “youtubers” or “Vloggers/bloggers”. With this understanding brand deals, promotions, partnerships, collaborations and/or sponsorships negotiations would go SO much smoother and would absolutely yield a higher ROI for brands/businesses while maintaining the interest and attention of our audience.

What is the most important aspect of what you offer brands?

We are a business. Although, unlike most businesses which have products, patents, client lists, essential equipment, contracts, routes, real estate, etc. the only thing we have to leverage is… Our audience’s attention. If we sacrifice that audience’s attention too much by promoting something that is not valuable or relevant to them or promoting something too much or in an unnatural way then we start to become “sell-outs” and begin to lose the absolute only asset that our business has and depends on. This is important for brands to understand because it is a constant thought as we navigate through brand deals and sponsorships and is the backbone to our decision making.

That sounds like a lot to navigate. How does that play a role in modern marketing?

Modern marketing is low pressure and authentic. That is the reason influencers are so valuable.  We have a trusting relationship with our audience who value our authenticity. When brands ask us to be high pressure and read a script of salesy talking points we get frustrated and turned off. With that being said there is a fine line between authentic and deceitful and this is where the FTC comes into play. The FTC wants everybody to be on the correct side of that fine line in order to protect the consumer. They do this be requiring that (in our case) influencers  disclose our full relationship with the brand/business in an up front and conspicuous way. This even includes affiliate partnerships and “in-kind” product value. Brands may be so onboard to “authenticity” that they may not want us to disclose our relationship with our audience but the penalty for this is even worse for the brands than it is for the influencer. Plus, Karma. 

Authenticity and honesty can make or break a company for sure! How does your personal audience impact the value that you offer to brands?

We are in the boating/sailing niche and I wish brands would always fully understand the value of having this niche audience. When we present our analytics we always point out that we don’t just have 100k random youtube subscribers, we have 100k youtube subscribers who are truly interested and invested in what we do which is everything around boating and sailing on the water. It is the perfect market in a tea cup for so many marine industry brands. Plus, 90% male 35-55 y/o, talk about buying power.

That’s a perfected target audience if we’ve ever seen one. Now let’s get down the business end. Can you explain the cost related to value so brands can better understand their investment?

Sometimes brands perceive what we charge as way too much. I mean, what overhead do we have in our business? We are just a couple kids bumming around on a sailboat making youtube videos. The truth is what a brand is paying for is not our overhead, it is access to our niche audience that we have the attention of and that we have grown through creativity, consistency, and hard work over the years. Have you ever heard the story of the mechanic that charges $10k for a quick tap of a hammer on a particular spot on the engine to make it work? The mechanic doesn’t get paid for tapping the hammer, he gets paid for the knowledge and experience he has acquired over the years. We don’t get paid for an ad in a youtube video, we get paid for the trust and attention of our niche audience. That is worth far more than what you can get on a page in a magazine. Furthermore the camera and computer gear we use to record and edit for youtube really adds up especially in the salt water environment and especially when we get a little bit risky to get the shot.

I get nervous using my phone on the boat. I can’t imagine holding professional technology out on the open water. You put in all this work to make these videos but what is the outcome? How long can a video really impact buyers?

Some videos we make are more travel and adventure style while some are very specific topics. This is especially true with some of our boat work videos. When we install a new component on the boat we usually make a video surrounding that and title it accordingly. Youtube is the second biggest search engine on the internet behind google (who owns youtube) and therefore is the preferred search platform of so many people especially for complex and dynamic topics such as installing something on a boat. For a brand to be featured in one of these videos is worth it’s weight in gold. That brand or product will be seen for years to come by their perfect customer. The customer who is searching for that specific topic because that is exactly what they are going to be installing in the near future and they want to get an idea of the project before they begin. Not only is the product featured but it is featured in an extremely relatable way to that same potential customer who is almost literally in our shoes as they watch the video and install the product with us. This is just about as good as putting the unit in their hands on their own boat ready to install. Now just TRY not to make that sale!

Sounds great to us. How do you track that and get real information about your impact?

It is pretty much the norm now for brands to want a call to action with a link click or a unique discount code in order to track the success of an ad or feature. This is understandable as it gives companies a good idea of their return on investment and ultimately the success of the campaign. I do want to point out though that this can sometimes be overrated and even slightly detrimental. A link click or using a coupon code at purchase is an ask of our audience which shifts towards high pressure marketing side of the spectrum vs. the low pressure of modern day marketing that I mentioned above. Some of our best brand deals have been with products that require no call to action. We just use it as we see fit, film naturally, and let it be seen naturally which says a lot about the trust the brand has in us and in their own product. What did they use to say? “A brand needs to be seen at least 3 different ways before a consumer has enough trust to purchase?” In 2020 this number is probably closer to 12 different exposures instead of 3. That is where the power of natural brand awareness comes in with no call to action. Don’t get me wrong, there is a time and place for a direct call to action but I wish brands would remember the power of natural brand exposure especially in this world of low-pressure marketing.

The real impact is pretty obvious when you give it time to work! Natural brand exposure is something we focus on because it amps up authenticity like you talked about earlier. What is one more thing you’d like for brands to know moving forward?

When we work with the right brand in the right way it is like a dream come true. It is a huge win for the brand who gets their product or services marketed in an authentic way to their niche audience and it is a huge win for us because it provides value for our audience and helps to keep funding our channel. I hope this article helps shed a little bit of light onto what I wish brands knew when working with influencers so that we can all have an even more successful time in creating mutually beneficial campaigns.

Thank you Billy and Sierra for helping our brands understand the unique impact of influencer marketing. If you’re interested in linking up with an influencer for your future marketing strategy contact Social Navigator!


Navigating through this uncertainty, caused by the COVID-19 virus, has us all thinking on our toes. We are now faced with a new challenge: how to reach customers? The solution could be social media and smartphone capabilities. The Social Navigator Team is here to guide you with some tips on how to reach your customer, without physical presence and following all safety precautions. 

How-to Service Videos: Think about the main service you offer the customer in the spring… Engine maintenance? Cleaning? Bottom paint? How can you offer that in a virtual way that won’t put you at risk OR your employees? Examples: Videos, LIVE Streams, Zoom meetings, and other video services that can be shared and customers can learn and interact with you. This is a great way to offer value to customers and show them you care. 

Virtual Boat Tours: You can’t take your customers to the showroom, but you can take them on a virtual tour with your phone while still practicing social distancing. You can also repurpose videos you created over the year and send out a weekly email highlight on boats you have in stock. 

Mechanic Call-In lines: You can offer your customers- “call us while you are at home fixing your boat and we can help answer questions.”  For those not as familiar with video streaming services, offer your customers a new way of support that will fit into their lifestyle and technology capability.

Offer Daily Deals: Take that spring open house online, start a giveaway campaign, create just as appealing deals that people can use while searching online, and make sure to support them at the same time. 

Online Navigation Classes: Take the focus off sales or the COVID-19 stress and educate your customers. Start an online class educating them on surrounding waterways to get them excited about getting out on the water and teach them how they can avoid that sand bar this summer. 

As all of these issues arise there are new ways to connect with your customers. You must remember that your customers are feeling very similar to you, unsure of what the future holds. The more you show them you care the more likely they will be returning customers once the world is up and running again. 

Need help with video streaming or some of the things we mentioned above? Reach out, we would love to guide and help you create a solution!

Social Distancing and Boating

We know this is a challenging time, but with great adversity, there are small opportunities. The phrase “social distancing” is now part of our daily vocabulary, and as part of the marine industry, we wonder how boating and social distancing fit together. As these activities, when done correctly, can be a good fit, “Social Distancing and boating.”

The industry needs to uncover data about what is on the minds of the public, more specifically the boating community, while they remain isolated. Social media has allowed us to know who is talking, what they are talking about, and trends related to the Covid-19 crisis. Following these keywords will enable us to craft a message that matches the branding and the mindset of your community of followers. 

In order to meet these needs, we are launching our company’s latest gizmo, Social Listening Services (SLS), to track the term “social distancing” when it’s aligned with words like “boat” or “boating” or “fishing” etc. We have eliminated results that are not relevant such as “we are all in this boat together.” 

Focusing our SLS tool on comments and posts in the US, Canada, the Caribbean, and countries speaking the English language has allowed us to create unique profiling of your customers at the moment. Utilizing SLS will enable us to monitor Facebook, Instagram, Twitter, YouTube, Reddit, news sites, blogs, and published web pages. Take your business from crisis mode to certainty. 

Social Navigator is launching this weekly search, uncovering this data, and sharing data based on the mindset of your customer, for free! As data builds, we will have an increasing amount of insight towards your customer base, and we will be sharing a few of those (such as overall sentiment) in the coming week. We hope this first report will help you reach your customers in a more informed way while they are self-quarantined, isolating, and talking about their boats!

Need advice on how to best use Social Media during these trying times? Drop us a note, and we can set up a free consultation to review your current social strategies.

The industry needs to uncover data about what is on the minds of the public, more specifically the boating community, while they remain isolated.

-Kirsten Corssen, Managing Partner | Social Navigator


March 9, 2020 – March 22, 2020


March 23, 2020 – March 30, 2020


March 30, 2020 – April 6, 2020


April 7, 2020 – April 13, 2020
April 14, 2020 – April 20, 2020
April 21, 2020 – April 27, 2020


April 28, 2020 – May 4, 2020


May 5, 2020 – May 11, 2020


May 12, 2020 – May 18, 2020


May 19, 2020 – May 25, 2020


May 26, 2020 – June 1, 2020


June 2, 2020 – June 8, 2020

Week 1 & 2 – word cloud March 9, 2020 – March 22, 2020

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Week 3 – word cloud March 23, 2020 – March 30, 2020

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Week 4 – word cloud March 30, 2020 – April 6, 2020

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Week 5 – word cloud April 7, 2020 – April 14, 2020

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Week 6 – word cloud April 14, 2020 – April 20, 2020

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Week 7 – word cloud April 21, 2020 – April 28, 2020

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Week 8 – word cloud April 29, 2020 – May 4, 2020

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Week 9 – word cloud May 5, 2020 – May 11, 2020

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Week 10 – word cloud May 12, 2020 – May 18, 2020

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Week 11 – word cloud May 19, 2020 – May 25, 2020

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Week 12 – word cloud May 26, 2020 – June 1, 2020

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Week 13 – word cloud June 2, 2020 – June 8, 2020

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