Table of Contents
- 1. Content Marketing Strategy
- How to Implement a Content Marketing Strategy
- Real-World Examples
- 2. Influencer Marketing Strategy
- How to Implement an Influencer Marketing Strategy
- Real-World Examples
- 3. User-Generated Content (UGC) Strategy
- How to Implement a User-Generated Content (UGC) Strategy
- Real-World Examples
- 4. Social Media Advertising Strategy
- How to Implement a Social Media Advertising Strategy
- Real-World Examples
- 5. Community Building Strategy
- How to Implement a Community Building Strategy
- Real-World Examples
- 6. Social Listening Strategy
- How to Implement a Social Listening Strategy
- Real-World Examples
- 7. Video Marketing Strategy
- How to Implement a Video Marketing Strategy
- Real-World Examples
- 8. Social Commerce Strategy
- How to Implement a Social Commerce Strategy
- Real-World Examples
- 9. Cross-Platform Strategy
- How to Implement a Cross-Platform Strategy
- Real-World Examples
- 9 Social Media Marketing Strategies Comparison
- Putting It All Together: Your Blueprint for Social Success
- From Individual Tactics to an Integrated Engine
- Your Actionable Path Forward
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The social media landscape is in constant flux, with algorithms shifting, new platforms emerging, and user behaviors evolving at a breakneck pace.The social media landscape is in constant flux, with algorithms shifting, new platforms emerging, and user behaviors evolving at a breakneck pace. A strategy that delivered impressive results last year might fall flat today, leaving your brand struggling for visibility and engagement. To stay competitive, businesses must move beyond generic posting schedules and adopt a sophisticated, multi-faceted approach. Staying relevant requires more than just a presence; it demands a precise and adaptable plan.
This guide is designed to provide that plan. We will break down nine essential social media marketing strategies proven to drive engagement, build authentic communities, and deliver measurable growth in the current environment. Forget surface-level tips; we are diving deep into each tactic with actionable steps, real-world brand examples, and expert insights. You will learn how to craft a winning strategy that not only cuts through the digital noise but also connects with your target audience on a meaningful level.
Whether you're an e-commerce brand, a SaaS business, or an app founder, this comprehensive listicle will equip you with the tools to refresh your approach. We will explore everything from harnessing the power of User-Generated Content (UGC) with platforms like Adworkly to building a thriving community and implementing a powerful social commerce strategy. The goal is to provide a clear roadmap for creating impactful campaigns that resonate with modern consumers and translate directly into tangible business results. Each section is structured to give you the practical knowledge needed to implement these strategies immediately and effectively.
1. Content Marketing Strategy
At its core, a content marketing strategy is the art of attracting and retaining customers by consistently creating and sharing valuable, relevant content. Rather than directly pitching products or services, this approach focuses on providing genuine utility to your audience, positioning your brand as a helpful expert and a trusted resource. It's one of the most foundational social media marketing strategies because it builds long-term relationships and brand loyalty.
This method works by solving your audience's problems, answering their questions, or providing entertainment. By delivering value upfront without asking for anything in return, you create goodwill and establish authority. Over time, this audience is more likely to choose your brand when they are ready to make a purchase because they already know, like, and trust you.
How to Implement a Content Marketing Strategy
Implementing this strategy requires a methodical approach that prioritizes audience needs. The goal is to become an indispensable source of information within your niche, not just another brand trying to sell something.
Actionable Steps:
- Define Your Audience Persona: Create a detailed profile of your ideal customer. Understand their pain points, goals, and the type of content they consume.
- Establish Content Pillars: Identify 3-5 core topics that are central to your brand and relevant to your audience. These pillars will guide all your content creation efforts, ensuring consistency.
- Develop a Content Calendar: Plan your content weeks or months in advance. A calendar helps you maintain a consistent publishing schedule, cover diverse topics, and align content with marketing campaigns or seasonal events.
- Focus on Value First: For every piece of content, ask yourself: "How does this help my audience?" The primary objective should be to educate, entertain, or inspire, with sales being a secondary outcome.
Real-World Examples
- HubSpot: The marketing software giant built its empire on content. Its blog provides exhaustive resources on marketing and sales, attracting millions of visitors who are also potential customers for its CRM software.
- Glossier: The beauty brand excels by making its community the center of its content. By featuring user-generated photos and reviews, Glossier creates an authentic and relatable social media presence that doubles as powerful social proof.
2. Influencer Marketing Strategy
An influencer marketing strategy is a collaborative approach that leverages individuals with significant social media followings and credibility to promote products or services. This tactic harnesses the trust and authentic relationship influencers have built with their audiences, using their voice to drive brand awareness, engagement, and conversions in a way traditional advertising often cannot. It's one of the most powerful social media marketing strategies for reaching niche, highly-engaged communities.
This method works because it taps into social proof and word-of-mouth marketing on a grand scale. When a trusted influencer recommends a product, it feels like a genuine suggestion from a friend rather than a direct advertisement from a brand. This authenticity cuts through the noise of conventional marketing, making the message more memorable and persuasive.
How to Implement an Influencer Marketing Strategy
A successful influencer campaign requires careful planning, from partner selection to performance measurement. The objective is to build genuine partnerships that resonate with both your brand identity and the influencer's audience, creating a seamless and effective promotion.
Actionable Steps:
- Identify the Right Influencers: Choose creators whose values and audience demographics align with your brand. Focus on their engagement rates and audience authenticity over raw follower counts.
- Set Clear Goals and KPIs: Define what success looks like. Are you aiming for brand awareness, website traffic, or direct sales? Track metrics like reach, clicks, and conversions using UTM parameters or unique discount codes.
- Provide Creative Freedom: While you should provide clear brand guidelines and campaign goals, allow influencers the creative freedom to craft a message that feels natural to their style and audience.
- Build Long-Term Relationships: Prioritize ongoing partnerships over one-off campaigns. Long-term collaborations build deeper trust and brand association with the influencer's community. To find the right partners, you can explore platforms that offer detailed creator analytics.
Real-World Examples
- Daniel Wellington: The watch brand pioneered the use of micro-influencers on Instagram. By gifting its products to thousands of smaller creators, it built a massive, organic-feeling presence that propelled it to global recognition.
- Gymshark: This billion-dollar activewear brand was built on the backs of fitness influencers. It forged long-term partnerships with athletes and creators, turning them into brand ambassadors who authentically integrated Gymshark into their fitness-focused content.
3. User-Generated Content (UGC) Strategy
A User-Generated Content (UGC) strategy leverages content created by your customers and followers rather than by your brand. This approach encourages your community to share photos, videos, reviews, and posts featuring your products or services, transforming them into authentic brand advocates. It's one of the most powerful social media marketing strategies because it builds trust and provides social proof that resonates far more effectively than traditional advertising.
This method works by capitalizing on the authenticity of real customer experiences. When potential buyers see real people enjoying your products, it feels more genuine and trustworthy than a polished brand campaign. UGC not only provides a steady stream of creative content but also fosters a strong sense of community and engagement around your brand.
How to Implement a User-Generated Content (UGC) Strategy
Successfully implementing a UGC strategy involves creating a framework that inspires and rewards participation. The goal is to make it easy and exciting for your audience to create and share content, turning your brand's social feed into a vibrant community hub.
Actionable Steps:
- Launch a Hashtag Campaign: Create a clear, unique, and memorable hashtag for a specific campaign or for general brand mentions. Promote it across all your social channels and on your product packaging.
- Offer Incentives: Motivate participation by offering rewards. This can range from featuring the best content on your profile to offering prizes, discounts, or exclusive access.
- Set Clear Guidelines: Provide simple instructions on what kind of content you're looking for. This ensures brand alignment and helps users understand how to participate effectively.
- Always Ask for Permission: Before reposting any user's content, reach out and ask for their explicit permission. This respects their ownership and builds goodwill. Platforms dedicated to this can help you manage and scale these efforts, and you can explore more about how a UGC content platform can streamline this process.
Real-World Examples
- GoPro: The action camera brand has built its entire marketing model around UGC. Its social media channels are filled with breathtaking videos and photos shot by its customers, perfectly showcasing the product's capabilities in real-world adventures.
- Starbucks: The annual #RedCupContest encourages customers to share creative photos of their holiday-themed cups on Instagram. This simple campaign generates thousands of festive, on-brand images each year, creating massive organic buzz and engagement.
4. Social Media Advertising Strategy
A social media advertising strategy leverages the sophisticated algorithms and vast user data of social platforms to deliver paid promotions to highly specific audiences. Unlike organic reach, this approach uses targeted advertising to guarantee visibility, combining compelling creative content with precise demographic, interest, and behavioral targeting to maximize reach, engagement, and conversions within a controlled budget.
This method is powerful because it allows brands to reach potential customers who have not yet discovered them. By defining precise audience segments, businesses can serve ads that resonate deeply with viewers' needs and interests, accelerating the buyer's journey from awareness to action. It's one of the most scalable social media marketing strategies for driving immediate results.
How to Implement a Social Media Advertising Strategy
Effective implementation hinges on a cycle of testing, learning, and optimizing. It requires a clear understanding of your campaign goals, whether they are brand awareness, lead generation, or direct sales, and aligning your creative, targeting, and budget accordingly.
Actionable Steps:
- Define Your Objective: Clearly establish what you want to achieve. Are you aiming for website clicks, app installs, or video views? Your objective will determine the best ad format and optimization strategy.
- Target Your Audience Segments: Use platform tools to build audiences based on demographics, interests, and online behaviors. Create lookalike audiences from your existing customer lists to find new, similar users.
- Create Compelling Ad Creative: Develop high-quality visuals (images or videos) and concise, persuasive copy with a clear call-to-action (CTA). Ensure your creative is optimized for mobile viewing. For example, platforms like TikTok require a specific approach to video content. You can learn more about effective TikTok advertising here.
- Test and Optimize: Start with a small budget to test different ad creatives, headlines, and audience segments. Analyze the performance data and reallocate your budget to the best-performing ads to maximize your return on investment.
Real-World Examples
- Spotify: The music streaming service's annual "Wrapped" campaign uses hyper-personalized user data to create shareable ad content, which users then organically promote across social media, driving massive engagement and brand loyalty.
- Airbnb: Airbnb runs location-based ads that inspire travel by showcasing unique stays in destinations that users have shown interest in, effectively turning browsing behavior into booking conversions.
5. Community Building Strategy
A community building strategy shifts the focus from broadcasting messages to fostering genuine connections. This long-term approach involves creating and nurturing an online space where customers and fans can gather around shared interests, values, or experiences related to your brand. Instead of simply acquiring followers, the goal is to build a loyal, self-sustaining ecosystem where members support each other and advocate for the brand.
This method works by making customers feel like they are part of something bigger than just a transaction. By facilitating meaningful conversations and providing a sense of belonging, you transform passive consumers into active participants. This is one of the most powerful social media marketing strategies for generating brand loyalty, as a strong community will often promote and defend the brand organically.
How to Implement a Community Building Strategy
Successfully building a community requires commitment to participation and value creation, not just promotion. The brand must act as a facilitator and a member, guiding conversations while allowing the community to develop its own culture.
Actionable Steps:
- Define Community Purpose: Clearly articulate why the community exists. Is it for product support, sharing user-created content, or connecting people with a shared lifestyle? This purpose will guide all interactions.
- Choose the Right Platform: Select a platform where your audience is already active and that supports community features. Facebook Groups, Discord servers, and dedicated forums are popular choices.
- Engage Authentically: Actively participate in discussions. Ask questions, respond to comments, and share valuable content without a constant sales pitch. Be a member, not just a manager.
- Empower Superfans: Identify and reward your most active members. Feature their content, give them exclusive access, or create ambassador programs to make them feel valued and encourage their advocacy.
Real-World Examples
- Peloton: The fitness brand has cultivated a powerful community through its app and social media groups. Members use hashtags, join live classes together, and motivate one another, creating a powerful sense of accountability and shared achievement.
- Sephora: Its Beauty Insider Community is a thriving online space where makeup enthusiasts share tips, ask for advice, and post tutorials. This user-driven environment provides immense value to members while reinforcing Sephora’s position as a beauty authority.
6. Social Listening Strategy
A social listening strategy is a proactive approach to monitoring social media channels for mentions of your brand, competitors, products, and industry-related keywords. It goes beyond simple monitoring by analyzing this data to gain actionable insights. This strategy transforms social media from a broadcast channel into a powerful market research tool, enabling brands to understand public sentiment, engage in relevant conversations, and make data-informed decisions.
This method works by systematically tracking and analyzing conversations and trends happening not just around your brand, but also around your industry as a whole. By "listening" to what your audience and the wider market are saying, you can identify opportunities, mitigate potential crises, and refine your other social media marketing strategies. It provides a real-time pulse on consumer perceptions and market shifts.
How to Implement a Social Listening Strategy
Effective implementation requires the right tools and a clear process for turning raw data into strategic actions. The goal is to move from passively observing conversations to actively using the insights to improve business outcomes, from customer service to product development.
Actionable Steps:
- Set Up Keyword Tracking: Use tools like Sprout Social or Brandwatch to set up alerts for your brand name, common misspellings, competitor names, and key industry terms.
- Monitor Competitor Conversations: Pay close attention to what customers are saying about your competitors. This can reveal their weaknesses, customer service gaps, or successful tactics you can adapt.
- Analyze Sentiment: Track whether mentions are positive, negative, or neutral. This helps you gauge brand health and measure the impact of marketing campaigns over time.
- Engage Proactively: Respond quickly to both positive and negative feedback. Addressing customer complaints publicly can turn a negative experience into a demonstration of excellent customer service.
Real-World Examples
- Netflix: The streaming giant uses social listening to gauge audience reactions to its shows and movies, often using sentiment analysis to inform decisions about which content to renew, promote, or acquire.
- Wendy's: Known for its witty and rapid-fire Twitter presence, Wendy's leverages real-time social listening to join trending conversations and respond to customer mentions, creating viral marketing moments that feel authentic and timely.
7. Video Marketing Strategy
A video marketing strategy centers on creating and sharing video content to engage audiences, demonstrate product value, and drive conversions. Given that video is the most consumed content format on social media, this approach leverages high engagement rates and shareability to build stronger emotional connections. It's one of the most powerful social media marketing strategies for capturing attention in a crowded feed and conveying complex messages quickly.
This method works by using visual storytelling to make your brand more human and relatable. From short, entertaining clips to in-depth tutorials, video content can stop the scroll and hold a user's attention far more effectively than static images or text. By presenting information in a dynamic format, you improve message retention and make your brand more memorable, which is crucial for influencing purchasing decisions.
How to Implement a Video Marketing Strategy
A successful video strategy requires more than just hitting record; it demands a clear understanding of platform nuances and audience preferences. The goal is to produce content that not only looks professional but also resonates authentically with viewers.
Actionable Steps:
- Hook Viewers Immediately: The first 3 seconds are critical. Start with a compelling visual, a provocative question, or a surprising statement to grab attention before users scroll away.
- Optimize for Mobile and Silent Viewing: Design videos with a vertical, mobile-first orientation. Since many users watch with the sound off, use on-screen text and captions to ensure your message is understood.
- Experiment with Formats: Test different video styles, such as behind-the-scenes footage, tutorials, Q&As, and user-generated content features. Analyze performance to see what resonates most.
- End with a Clear Call-to-Action (CTA): Tell your viewers what you want them to do next, whether it’s visiting your website, following your page, or sharing the video.
Real-World Examples
- Tasty: The BuzzFeed food network built a massive following with its signature top-down, fast-paced recipe videos. This simple, replicable format generated billions of views and translated directly into cookbook sales and branded product lines.
- Nike: The athletic brand excels at inspirational brand storytelling through powerful video campaigns. Its videos often focus on athletes' journeys rather than products, creating an emotional connection that reinforces brand loyalty and its "Just Do It" ethos.
8. Social Commerce Strategy
A social commerce strategy fuses the worlds of social media and e-commerce, creating a seamless path from product discovery to purchase directly within a social platform. This approach revolutionizes the traditional sales funnel by eliminating redirects to external websites, thereby reducing friction and capitalizing on the impulse-buying nature of social media browsing. It's a powerful addition to modern social media marketing strategies because it meets customers where they are already spending their time.
This method works by transforming social media platforms from brand awareness channels into direct revenue-generating storefronts. By integrating shoppable tags, in-app catalogs, and native checkout features, brands can shorten the customer journey significantly. This creates an immersive and convenient shopping experience that leverages the visual and community-driven aspects of social media to drive sales.
How to Implement a Social Commerce Strategy
Implementing a social commerce strategy requires more than just listing products; it's about creating an integrated and engaging shopping experience that feels native to the platform. The goal is to make purchasing as easy and intuitive as liking a post.
Actionable Steps:
- Set Up Native Shops: Utilize platform-specific tools like Instagram Shopping, Facebook Shops, or TikTok Shop to create a digital storefront. Upload a high-quality product catalog with compelling descriptions and professional imagery.
- Create Shoppable Content: Regularly post content featuring your products and use shoppable tags. This includes posts, stories, reels, and even live streams where viewers can purchase featured items in real-time.
- Leverage Social Proof: Encourage and display customer reviews, ratings, and user-generated content directly on your product pages within the social app. This builds trust and validates purchase decisions.
- Streamline Customer Service: Be prepared to handle customer inquiries, order tracking, and support requests directly through the platform’s messaging features to maintain a seamless experience.
Real-World Examples
- Instagram Shopping: Countless fashion and beauty brands use Instagram’s shoppable posts and stories. Users can tap a product in a photo, view its details and price, and proceed to checkout without ever leaving the app, making the path to purchase incredibly direct.
- TikTok Shop: Brands partner with creators on TikTok to promote products through engaging short-form videos. A small shopping cart icon allows users to buy the featured item instantly, blending entertainment with e-commerce and capitalizing on viral trends.
9. Cross-Platform Strategy
A cross-platform strategy involves creating a cohesive brand presence across multiple social media channels while tailoring content to each platform's unique audience and format. Instead of simply reposting the same content everywhere, this approach adapts the core message to fit the specific nuances of TikTok, Instagram, LinkedIn, and others. It’s one of the most effective social media marketing strategies for maximizing reach and engaging different audience segments where they are most active.
This method works by recognizing that user behavior and expectations vary significantly between platforms. A professional case study thrives on LinkedIn, while a short, energetic video is better suited for TikTok. By customizing content, you respect the platform's culture and increase the likelihood of audience engagement, creating a unified yet flexible brand experience.
How to Implement a Cross-Platform Strategy
A successful cross-platform strategy requires careful planning to ensure brand consistency while optimizing for each channel’s strengths. The goal is to create an integrated ecosystem where each platform contributes to the overall marketing objectives in its own unique way.
Actionable Steps:
- Adapt Content Formats: Repurpose a single core idea into multiple formats. A blog post can become an Instagram carousel, a short-form video for Reels or TikTok, a Twitter thread, and a professional discussion point for LinkedIn.
- Maintain a Consistent Brand Voice: While your tone may change from professional (LinkedIn) to playful (TikTok), your core brand voice, values, and messaging should remain consistent across all channels.
- Develop Platform-Specific Calendars: Use a master content calendar for overarching themes, but create separate, detailed schedules for each platform. This helps tailor posting times and content types based on each channel's analytics.
- Analyze Each Platform’s Performance: Track metrics individually for each platform. Understand what works where, and use those insights to refine your content and achieve better results on each channel.
Real-World Examples
- Nike: The athletic brand masterfully adapts its "Just Do It" ethos for every platform. It uses Instagram for visually stunning athlete stories, TikTok for engaging with trends and challenges, and Twitter for real-time commentary on sporting events, all while maintaining its core inspirational message.
- Disney: For major movie releases, Disney rolls out integrated campaigns that feel native to each platform. It shares cinematic trailers on YouTube, behind-the-scenes content on Instagram Stories, interactive polls on Twitter, and official updates on Facebook to build massive, multi-channel hype.
9 Social Media Marketing Strategies Comparison
Strategy | Implementation Complexity 🔄 | Resource Requirements ⚡ | Expected Outcomes 📊 | Ideal Use Cases 💡 | Key Advantages ⭐ |
Content Marketing Strategy | Medium to High 🔄 | Moderate to High ⚡ | Long-term brand trust and organic growth 📊 | Brands seeking thought leadership and SEO value 💡 | Builds credibility, evergreen content ⭐ |
Influencer Marketing Strategy | Medium 🔄 | Variable, often Moderate ⚡ | Boosted brand awareness and engagement 📊 | Targeted niche outreach via trusted individuals 💡 | High trust, targeted reach ⭐ |
User-Generated Content (UGC) | Low to Medium 🔄 | Low to Moderate ⚡ | Increased engagement and authentic social proof 📊 | Brands wanting cost-effective content and loyalty 💡 | High authenticity, low cost ⭐ |
Social Media Advertising | High 🔄 | High ⚡ | Fast traffic and conversions 📊 | Performance-driven campaigns with precise targeting 💡 | Immediate results, detailed analytics ⭐ |
Community Building Strategy | High 🔄 | High ⚡ | Strong loyalty and organic promotion 📊 | Nurturing long-term customer relationships 💡 | Builds loyal advocates, organic growth ⭐ |
Social Listening Strategy | Medium to High 🔄 | Moderate to High ⚡ | Proactive insights and crisis management 📊 | Market research and real-time brand monitoring 💡 | Informs strategy, early issue detection ⭐ |
Video Marketing Strategy | Medium to High 🔄 | High ⚡ | Higher engagement and emotional connection 📊 | Brands leveraging storytelling and viral potential 💡 | Strong engagement, versatile format ⭐ |
Social Commerce Strategy | Medium 🔄 | Moderate to High ⚡ | Increased conversions with seamless buying 📊 | Direct sales on social platforms 💡 | Shortens purchase journey, higher conversion ⭐ |
Cross-Platform Strategy | High 🔄 | High ⚡ | Broader reach with cohesive branding 📊 | Brands targeting multiple platforms with tailored content 💡 | Reduces platform risk, unified brand ⭐ |
Putting It All Together: Your Blueprint for Social Success
Navigating the dynamic landscape of social media can feel like assembling a complex puzzle. You now have the pieces: powerful strategies ranging from content and influencer marketing to social commerce and community building. The true mastery, however, lies not in knowing what each piece is, but in understanding how they fit together to create a cohesive and impactful picture of your brand. The most effective social media marketing strategies are never siloed; they are interwoven threads in a larger digital tapestry.
The journey from a collection of disparate tactics to a unified strategy begins with a clear understanding of your core objectives. Are you focused on driving direct sales for your e-commerce store? A potent combination of a Social Commerce Strategy and a hyper-targeted Social Media Advertising Strategy might be your starting point. Is your goal to build brand loyalty and create a vibrant community around your SaaS product? Then, prioritizing a Community Building Strategy supported by a diligent Social Listening Strategy will yield the best results.
From Individual Tactics to an Integrated Engine
Think of these strategies as gears in a machine. A single gear turning on its own has limited impact. But when you connect them, they create a powerful engine that drives sustainable growth. For instance, a robust User-Generated Content (UGC) Strategy is a fantastic start, but its power multiplies when you:
- Amplify top-performing UGC through your paid advertising channels.
- Repurpose authentic customer videos into compelling short-form content for your Video Marketing Strategy.
- Feature creator content in your community forums to spark engagement and inspire others.
This synergy is where the magic happens. Your advertising becomes more authentic, your video content becomes more relatable, and your community feels more valued. Each strategy feeds and strengthens the others, creating a positive feedback loop that accelerates your results and deepens your connection with your audience.
Your Actionable Path Forward
To translate this knowledge into action, avoid the temptation to implement everything at once. This approach often leads to burnout and diluted efforts. Instead, build your blueprint for social success with a focused, iterative approach.
- Audit and Prioritize: Review the nine strategies discussed. Which two or three align most closely with your immediate business goals and available resources? Start there.
- Create Your "Strategy Stack": Document how your chosen primary strategies will support each other. For example, your stack might be: UGC Strategy (to gather social proof) → Social Media Advertising Strategy (to promote that proof) → Social Commerce Strategy (to convert the resulting traffic).
- Set Clear KPIs: Define what success looks like for each strategy. For community building, it might be engagement rate. For social ads, it might be return on ad spend (ROAS). For UGC, it might be the volume of high-quality submissions.
- Test, Measure, and Iterate: The social media world is in constant flux. What works today may not work tomorrow. Continuously analyze your performance data, gather feedback through social listening, and be prepared to adapt your approach.
By embracing this integrated mindset, you move beyond simply posting content and start building a resilient, strategic presence. You create a brand that not only participates in conversations but leads them, fostering a loyal following that advocates on your behalf. The power of modern social media marketing isn't just in reaching people; it's in building something meaningful with them.
Ready to supercharge your User-Generated Content and advertising efforts? Adworkly specializes in helping brands scale their social media marketing strategies by sourcing high-performing UGC and deploying it across paid channels for maximum impact. Discover how we can help you build an authentic and effective growth engine by visiting Adworkly today.
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