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nist-gov/www.nist.gov/baldrige/has-social-media-changed-your-organization
Scott Williams 4063bef310 Initital commit.
2025-03-05 18:59:57 +00:00

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<h2><a href="/baldrige">Baldrige Performance Excellence Program</a></h2>
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<a href="/baldrige/how-baldrige-works" data-drupal-link-system-path="">How Baldrige Works</a>
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<a href="/baldrige/how-baldrige-works/about-baldrige/baldrige-impacts" data-drupal-link-system-path="">Baldrige Impacts</a>
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<a href="/baldrige/how-baldrige-works/about-baldrige/history" data-drupal-link-system-path="">History</a>
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<a href="/baldrige/how-baldrige-works/about-baldrige/history/how-baldrige-program-began" data-drupal-link-system-path="">How the Baldrige Program Began</a>
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<a href="/baldrige/examiners-list" data-drupal-link-system-path="">Examiners</a>
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<a href="/baldrige/examiner-resources" data-drupal-link-system-path="">Examiner Resources</a>
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<a href="/baldrige/how-baldrige-works/baldrige-community/board-overseers" data-drupal-link-system-path="">Board of Overseers</a>
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<a href="/baldrige/how-baldrige-works/baldrige-community/judges-panel" data-drupal-link-system-path="">Judges Panel</a>
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<a href="/baldrige/how-baldrige-works/baldrige-community/executive-fellows" data-drupal-link-system-path="">Executive Fellows</a>
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<a href="/baldrige/how-baldrige-works/baldrige-community/baldrige-foundation" data-drupal-link-system-path="">Baldrige Foundation</a>
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<a href="/baldrige/how-baldrige-works/baldrige-community/state-local-baldrige-based-programs" data-drupal-link-system-path="">State &amp; Local Baldrige-Based Programs</a>
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<a href="/baldrige/how-baldrige-works/baldrige-community/baldrige-ambassadors" data-drupal-link-system-path="">Baldrige Ambassadors</a>
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<a href="/baldrige/how-baldrige-works/baldrige-community/communities-excellence-2026" data-drupal-link-system-path="">Communities of Excellence 2026</a>
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<a href="/baldrige/how-baldrige-works/baldrige-community/international-award-programs" data-drupal-link-system-path="">International Award Programs</a>
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<a href="/baldrige/how-baldrige-works/newsmedia-room" data-drupal-link-system-path="">News/Media Room</a>
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<a href="/baldrige/how-baldrige-works/newsmedia-room/researchers" data-drupal-link-system-path="">Researchers</a>
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<a href="/baldrige/self-assessing" data-drupal-link-system-path="">Self-Assessing</a>
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<a href="/baldrige/self-assessing/getting-started" data-drupal-link-system-path="">Getting Started</a>
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<a href="/baldrige/self-assessing/baldrige-key-terms" data-drupal-link-system-path="">Baldrige Key Terms</a>
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<a href="/baldrige/self-assessing/improvement-tools" data-drupal-link-system-path="">Improvement Tools</a>
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<a href="/baldrige/self-assessing/improvement-tools/foundations-successful-business" title="Foundations for a Successful Business" data-drupal-link-system-path="">Foundations for a Successful Business</a>
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<li class="usa-sidenav__item">
<a href="/baldrige/self-assessing/improvement-tools/are-we-making-progress" data-drupal-link-system-path="">Are We Making Progress?</a>
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<li class="usa-sidenav__item">
<a href="/baldrige/self-assessing/improvement-tools/are-we-making-progress-leaders" data-drupal-link-system-path="">Are We Making Progress as Leaders?</a>
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<li class="usa-sidenav__item">
<a href="/baldrige/self-assessing/improvement-tools/easyinsight-take-first-step-toward-baldrige-self" data-drupal-link-system-path="">easyInsight: Take a First Step Toward a Baldrige Self-Assessment</a>
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<a href="/baldrige/self-assessing/improvement-tools/are-you-role-model-leader" data-drupal-link-system-path="">Are You a Role-Model Leader?</a>
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<li class="usa-sidenav__item">
<a href="/baldrige/self-assessing/improvement-tools/integrating-baldrige-other-tools" data-drupal-link-system-path="">Integrating Baldrige with Other Tools</a>
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</ul>
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<li class="usa-sidenav__item">
<a href="/baldrige/self-assessing/baldrige-sector" data-drupal-link-system-path="">Baldrige by Sector</a>
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<a href="/baldrige/self-assessing/baldrige-sector/manufacturing" data-drupal-link-system-path="">Manufacturing</a>
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<ul id="menu-baldrige-2-4-1" class="usa-sidenav__sublist">
<li>
<a href="/baldrige/self-assessing/baldrige-sector/manufacturing/are-you-ready-address-your-business-challenges" data-drupal-link-system-path="">Are You Ready to Address Your Business Challenges and Get National Recognition?</a>
</li>
</ul>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/self-assessing/baldrige-sector/service" data-drupal-link-system-path="">Service</a>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/self-assessing/baldrige-sector/small-business" data-drupal-link-system-path="">Small Business</a>
</li>
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<a href="/baldrige/self-assessing/baldrige-sector/education" data-drupal-link-system-path="">Education</a>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/self-assessing/baldrige-sector/health-care" data-drupal-link-system-path="">Health Care</a>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/self-assessing/baldrige-sector/nonprofitgovernment" data-drupal-link-system-path="">Nonprofit/Government</a>
</li>
</ul>
</li>
</ul>
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<li class="usa-sidenav__item usa-sidenav__item--parent">
<a href="/baldrige/products-services" data-drupal-link-system-path="">Products &amp; Services</a>
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<ul id="menu-baldrige-3" class="usa-sidenav__sublist usa-accordion">
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<a href="/baldrige/products-services/baldrige-cybersecurity-initiative" data-drupal-link-system-path="">Baldrige Cybersecurity Initiative</a>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/products-services/baldrige-excellence-framework" data-drupal-link-system-path="">Baldrige Excellence Framework</a>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/products-services/baldrige-excellence-builder" data-drupal-link-system-path="">Baldrige Excellence Builder</a>
</li>
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<a href="/baldrige/products-services/baldrige-executive-fellows-program" data-drupal-link-system-path="">Baldrige Executive Fellows Program</a>
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<li class="usa-sidenav__item">
<a href="/baldrige/products-services/become-baldrige-examiner" data-drupal-link-system-path="">Become a Baldrige Examiner</a>
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<a href="/baldrige/become-baldrige-examiner-welcome" data-drupal-link-system-path="">Director Message</a>
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<a href="/baldrige/products-services/become-baldrige-examiner/examiner-role" data-drupal-link-system-path="">Examiner Role</a>
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<li>
<a href="/baldrige/baldrige-examiner-code-ethical-conduct" data-drupal-link-system-path="">Code of Ethical Conduct</a>
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<a href="/baldrige/baldrige-examiner-qualifications" data-drupal-link-system-path="">Qualifications</a>
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<li class="usa-sidenav__item">
<a href="/baldrige/products-services/become-baldrige-examiner/apply" data-drupal-link-system-path="">Apply</a>
</li>
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<a href="/baldrige/testimonials-why-serve" data-drupal-link-system-path="">Testimonials</a>
</li>
</ul>
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<li class="usa-sidenav__item">
<a href="/baldrige/products-services/baldrige-examiner-training-experience" data-drupal-link-system-path="">Baldrige Examiner Training Experience</a>
</li>
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<a href="/baldrige/publications" data-drupal-link-system-path="">Publications</a>
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<a href="/baldrige/publications/baldrige-excellence-framework" data-drupal-link-system-path="">Baldrige Excellence Framework</a>
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<a href="/baldrige/publications/baldrige-excellence-framework/businessnonprofit" data-drupal-link-system-path="">Business/Nonprofit</a>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/publications/baldrige-excellence-framework/education" data-drupal-link-system-path="">Education</a>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/publications/baldrige-excellence-framework/health-care" data-drupal-link-system-path="">Health Care</a>
</li>
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<a href="/baldrige/publications/baldrige-excellence-framework/baldrige-excellence-framework-graphics" data-drupal-link-system-path="">Baldrige Excellence Framework Graphics</a>
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<a href="/blogs/blogrige" data-drupal-link-system-path="">Blogrige</a>
</li>
<li class="usa-sidenav__item">
<a href="/blogs/blogrige/2024s-ceo-challenge-implement-systems-perspective-accelerating-speed-trust" data-drupal-link-system-path="">Insights on the Road to Performance Excellence</a>
</li>
</ul>
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<a href="/baldrige/conferences" data-drupal-link-system-path="">Conferences</a>
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<a href="/baldrige/qe" data-drupal-link-system-path="">Quest for Excellence Conference</a>
</li>
<li class="usa-sidenav__item">
<a href="https://www.baldrigeconference.org" data-drupal-link-system-path="">Baldrige Fall Conference</a>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/conferences/baldrige-exhibit-schedule" data-drupal-link-system-path="">Baldrige Exhibit Schedule</a>
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<a href="/baldrige/award-recipients" data-drupal-link-system-path="">Award Recipients</a>
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<a href="/news-events/news/2024/10/nist-announces-2024-baldrige-awards-performance-excellence" data-drupal-link-system-path="">Current Baldrige Recipients</a>
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<li class="usa-sidenav__item">
<a href="/news-events/news/2024/10/nist-announces-2024-baldrige-awards-performance-excellence/baldrige-best" data-drupal-link-system-path="">Baldrige Best Practice Spotlight</a>
</li>
</ul>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/award-recipients/name-trademark-guidelines" data-drupal-link-system-path="">Name &amp; Trademark Guidelines</a>
</li>
</ul>
</li>
<li class="usa-sidenav__item usa-sidenav__item--parent">
<a href="/baldrige/baldrige-award" data-drupal-link-system-path="">Baldrige Award</a>
<button class="usa-accordion__button" aria-expanded="false" aria-controls="menu-baldrige-7"><span class="usa-sr-only">Expand or Collapse</span></button>
<ul id="menu-baldrige-7" class="usa-sidenav__sublist usa-accordion">
<li class="usa-sidenav__item">
<a href="/baldrige/baldrige-award/are-you-ready-apply-baldrige-award" data-drupal-link-system-path="">Are You Ready to Apply for the Baldrige Award?</a>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/baldrige-award/award-criteria" title="Baldrige Award" data-drupal-link-system-path="">Award Criteria</a>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/baldrige-award/how-apply" data-drupal-link-system-path="">How to Apply</a>
<button class="usa-accordion__button" aria-expanded="false" aria-controls="menu-baldrige-7-3"><span class="usa-sr-only">Expand or Collapse</span></button>
<ul id="menu-baldrige-7-3" class="usa-sidenav__sublist usa-accordion">
<li class="usa-sidenav__item">
<a href="/baldrige/baldrige-award/how-apply/application-format" title="Application Format" data-drupal-link-system-path="">Application Format</a>
</li>
</ul>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/baldrige-award/award-cycle-overview" data-drupal-link-system-path="">Award Cycle Overview</a>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/baldrige-award/your-organization-eligible" data-drupal-link-system-path="">Is Your Organization Eligible?</a>
</li>
<li class="usa-sidenav__item">
<a href="/baldrige/baldrige-award/award-process-fees" data-drupal-link-system-path="">Award Process Fees</a>
</li>
</ul>
</li>
</ul>
</nav>
</span></div></div>
</div>
</div>
</div>
<!-- nist-index-ignore-end -->
<!-- nist-index-ignore-start -->
<div
class="views-element-container nist-block nist-social__wrapper--block" data-elastic-exclude=""
>
<h2
class="nist-block__title"
>Connect with us</h2>
<div><div class="js-view-dom-id-5bc5468243dc482e8127d5543e1f54033660a1924d4399156442237e937aab22">
<div><div class="views-field views-field-nid"><span class="field-content">
<div><a href="https://www.x.com/BaldrigeProgram" class="nist-social nist-social--x" title="X (Twitter)" ><span>X (Twitter)</span></a><a href="https://public.govdelivery.com/accounts/USNIST/subscriber/new?qsp=2561" class="nist-social nist-social--envelope" title="GovDelivery" ><span>GovDelivery</span></a><a href="https://www.youtube.com/playlist?list=PL914FB9D44BF49C14" class="nist-social nist-social--youtube" title="Youtube" ><span>Youtube</span></a></div></span></div></div>
</div>
</div>
</div>
<!-- nist-index-ignore-end -->
</div>
</aside>
<div
class="nist-page__region nist-page__region--content tablet-lg:grid-col-8 desktop-lg:grid-col-9"
>
<div
class="nist-block"
>
<h1 class="nist-page__title">Has Social Media Changed Your Organization?</h1>
</div>
<div
class="nist-block"
>
<!-- nist-index-ignore-start -->
<div data-elastic-exclude class="nist-block nist-social__wrapper">
<h2 class="nist-social__title">Share</h2>
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<div class="nist-social__wrapper--share">
<div>
<a target="_blank" rel="noopener" href="https://www.facebook.com/share.php?u=https://www.nist.gov/baldrige/has-social-media-changed-your-organization"
title="Facebook" class="nist-social nist-social--facebook-gray">
<span>Facebook</span>
</a>
</div>
<div>
<a target="_blank" rel="noopener" href="https://www.linkedin.com/shareArticle?mini=true&amp;url=https://www.nist.gov/baldrige/has-social-media-changed-your-organization&amp;source=https://www.nist.gov/baldrige/has-social-media-changed-your-organization"
title="Linkedin" class="nist-social nist-social--linkedin-gray">
<span>Linkedin</span>
</a>
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<h3>January 2011</h3><p>For me, it all started about a year ago when I realized that my decision-making process for major purchases had completely changed. My decision making now begins and frequently ends with research on the Web. It begins with <a href="http://www.macmillandictionary.com/buzzword/entries/crowdsourcing.html">crowdsourcing</a><span>. What brands are people buying? What vendors are being recommended? Who has satisfied or dissatisfied customers? Who has loyal customers? Only after answering these questions do I visit the vendor's or manufacturer's Web site to check specifications, warrantees, options, etc.</span></p><p>These musings and then a lot of research and listening led to one of the more important changes in the <a href="https://www.nist.gov/baldrige/2017-2018-baldrige-excellence-framework">2011–2012 Criteria for Performance Excellence</a>, the inclusion of Web-based technologies and social media as significant customer listening mechanisms. So my question this month is whether social media has changed your organization. And if your answer is "no," you might want to reconsider; your customers may have changed your landscape without your involvement. In my opinion, one of the more significant insights gained from enlightened leaders this past year has been their pursuit of a proactive social media posture and policy.<br><br>So I was doubly intrigued in December after we launched our new Criteria and then discovered that the <a href="http://hbr.org/archive-toc/BR1012">December issue of <em>Harvard Business Review</em></a> (<em>HBR</em>) focused on "Social Media and the New Rules of Branding." The first thing I saw in that issue was the statistic that consumers annually share online 500 billion impressions of products and services, according to Forrester Research analysts. I believe the key question addressed in <em>HBR</em> is whether your organization is adopting social media as an important strategy or placing the organization in a precarious reactive situation. In her article, Leslie Gaines-Ross makes the point that anyone with a personal computer and access to blogs, Facebook, Twitter, or YouTube can launch a significant information-based attack on your organization. Her advice is to be prepared for potential battles by stockpiling credentials that speak to the good work of your organization. Make "new media" your friend before it can become your adversary. And should negative information appear, respond with speed, balance, and transparency.<br><br>A growing number of senior executives see social media as a way of enabling leaders to gain trust and credibility that many organizations have lost over the last decade. According to <em>HBR</em>, leaders from IBM, PepsiCo, Best Buy, Apple, and Microsoft, among others, are using social networks to engage customers, employees, and their communities and to personally respond to their concerns. In a <a href="http://blogs.hbr.org/hbsfaculty/2010/12/how-social-networking-has-chan.html?cm_mmc=email-_-newsletter-_-weekly_hotlist-_-hotlist010311&amp;referral=00202&amp;utm_source=newsletter_weekly_hotlist&amp;utm_medium=email&amp;utm_campaign=hotlist010311">December 23, 2010 <em>HBR</em> blog post</a>, Bill George states that social networking is the most significant business development of 2010, allowing senior leaders to communicate and share information through two-way interaction.&nbsp; George believes this is one reason <em>Time</em> magazine just named Facebook founder Mark Zuckerberg as person of the year.<br><br><a href="http://www.learningsolutionsmag.com/articles/611/?utm_campaign=lsmag&amp;utm_medium=email&amp;utm_source=elg-insider"><em>Learning Solutions</em> magazine</a> believes that crowdsourcing will emerge as a mainstay source for knowledge acquisition in 2011. Since social networks and learning are informal, they offer many advantages, including diversity of content at low cost; real-time messaging; the ability to tailor messages and information channels; real-time feedback from customers and a rapid response channel for providers; opportunities for innovation; the ability to build communities of and with customers; speedy, flexible collaboration with multiple organizations or partners; and a host of automated metrics.<br><br>So as we begin a new year and collectively continue our journeys on the road to performance excellence, I encourage you to consider your opportunities for potential benefit from the harnessing of social media. Here are some specific questions to consider:</p><ul><li>Do you know the social technographics of your customer base?</li><li>Is your social media footprint aligned with your customers' knowledge base and desires?</li><li>Are you listening to what your customers are saying about you via social media?</li><li>Are you prepared for potential adverse attacks on your organization?</li><li>Are you actively initiating a dialogue with your customers and key stakeholders through social media (e.g., blogs, Twitter, LinkedIn, Facebook)?</li><li>How are you guaranteeing ethical behavior in your organization's and its employees' use of social media? Does your organization have a social media policy? (According to a global survey, <a href="http://blogs.hbr.org/cs/2010/12/six_social_media_trends_for_20_1.html">only 29% of companies do</a>.)</li><li>Are you sharing audience-specific information in a rapid manner through social media?</li><li>Are your senior leaders communicating through social media?</li><li>Is the future use of social media addressed in your strategic planning?</li></ul><p>When you come to a fork in the road, will you be prepared to take the correct turn? Happy New Year from the Baldrige Program!</p><h3>Resources</h3><p><a href="https://www.nist.gov/baldrige/2017-2018-baldrige-excellence-framework">Baldrige Excellence Framework</a><br><a href="https://www.nist.gov/baldrige/products-services/baldrige-excellence-builder">Baldrige Excellence Builder</a><br><a href="http://nistbaldrige.blogs.govdelivery.com/">Blogrige</a><br><a href="https://www.nist.gov/baldrige/how-baldrige-works/newsmedia-room">News</a><br><a href="https://www.nist.gov/baldrige/baldrige-materials-archive">Archived Columns</a></p><hr><p>You need to have Acrobat Reader installed on your computer to view the PDF file. If you do not have Acrobat Reader installed on your computer, download the program at <a href="http://get.adobe.com/reader/" id="http://get.adobe.com/reader/|">http://get.adobe.com/reader.</a> People with visual disabilities can download tools and information at <a href="http://www.adobe.com/accessibility" id="http://www.adobe.com/accessibility|">http://www.adobe.com/accessibility</a> to help make Adobe PDF files accessible.<br>&nbsp;</p>
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