Getting Started with a Facebook Page For Your Organization – Part 1

by Joanna Pineda Posted on February 17, 2009

facebook After last week’s webinar on “Creating a Social Networking Strategy For Your Organization,” clients and attendees asked me how they should get started with social networking. It can be a daunting task when you consider all the platforms, and the additional work needed to keep the pages populated.  A simple way to get started is to create a Facebook for your organization or company.

In a future post, I’ll share ways that we’ve helped clients create successful Facebook pages that are distinct from their Web sites.  In the meantime, if Matrix Group can help you navigate the social network maze, be sure to drop us a line.

P.S. Here are some posts you might find helpful – Updated 2017:

I hope you find these posts helpful as you set-up and manage your Facebook page. Please do keep commenting and send me suggestions for topics you’d like me to blog about in the future!

129 replies on “Getting Started with a Facebook Page For Your Organization – Part 1”

Hi Lisse. So glad that unpublishing and publishing worked for you! The FB search is quirky, for sure! I just looked at your FB fan page and it looks like you have 54 fans. The latest FB rule is that you need 100 fans in order to get a vanity URL.

So invite everyone in your network and ask everyone you know to invite their friends. Once you get to 100, you’ll be able to get a vanity URL. There’s also a new rule where you have to verify via an SMS message so be prepared to entered your cell phone number to get an authorization key. Good luck!

I have a personal account and a business page. I also imported a blog for my business page but all the posts appear under my personal account rather than my business page… Is that how it works? I can tell because the profile image on the blog post is that of my personal account rather than my business page…

Hi Carlos. I don’t think you can feed your updates on your company fan page with an RSS feed from the blog. You can do it from your personal account and that’s why the blog posts appear to be posting from your personal account.

I ran into the same issue. My Joanna M. Pineda personal FB page takes a feed from this blog. But we have to manually update the Matrix Group wall with an update + link. Try doing this from the company fan page Wall. It’s extra work but the update will show up from the company and in your fans’ streams. Good luck.

I want to set up a Facebook page for my business which is a marketing consultancy. I would like to be able to create pages for my clients from this same account. I have a local presence, but my clients are local and national in scope.
1) What category do I select for my account?
2) Can I build a page for each of my clients on this account and have it reach the audience that they serve?
3) One client has a trademark. How do I go about building a page for them within my business profile? Do I have to get them to establish the account and add me as an administrator?
Kathy Catoe

Hi Kathy. Thanks for your comment. Here are my suggestions:

* If your clients are local, select Local for the type, then select the type of business. If your clients are national, select Brand, Product or Organization.

* For most companies, I recommend selecting Category = Brand or Product, then select Professional Service. Choosing this category will let you enter the year the organization was founded, as well as provide an overview, mission and product information. If you choose other categories, you are likely to only be able to enter the hours of operation and a URL. And once you choose a category, you can’t undo it! Thankfully, if you make a mistake, you can just not publish the page or delete it.

* You can absolutely build a page for your clients the market it so that their Facebook pages help them reach their target audiences. The key is getting fans, which you can do by:
— inviting people in your network to become a fan; encourage all of your clients to do the same
— promoting your FB URL on the Web site, e-mails, newsletters, etc.

* Remember that once you reach 100 fans, you can request a vanity URL by going to – so try to reach 100 fans as fast as you can.

* Having a trademark is good and will help your client get a username or fight the business page name or URL they want.

* Facebook allows multiple people to be administrators. Each administrator has the same rights, so you can be an admin, but you should also set-up someone from each client as the admin on their specific FB page.

Good luck and keep us posted of your progress!

Hi – I’m so confused. I set up a Vern Shears facebook page for my company. I just did a normal facebook account. I want EVERYBODY to be able to access the page without having to login to their facebook account – i.e – this is exactly what I want to do. Then I see that I have to do a Facebook PAGE instead – So I start doing that – now I have a vern shears “normal” account, a Vern Shears Page (which I don’t even know how to access) do I log into my regular account and then what?? how do I administer the Page? Also – since I already uploaded photos and info to my Vern Shears “regular” account, how do I transfer all that to my Pages page? It’s all very confusing and frustrating. Please help

Hi- I created a business page for my organization, got a 100 friends and and requested a username. The problem is that my profile is now associated with the username and not my organization’s page. Is there a way to assign the username to just the page and leave my profile out of it?

Alos, thanks for all the previous posts. They’ve been very helpful.

Hi Leisha. You are right. I just checked your UC Davis page and it’s not publicly available. Try this:
— go to your page as an admin, click FF in the lower right corner, then click on your page
— click Edit Page in the top left
— click Edit next to Settings
— in the dropdown for Published (Publicly Visible), make sure you’ve selected Published (publicly visible)

If you’ve already selected that and it still doesn’t work, try unpublishing the page, then publishing it. If your settings got messed up, this will reset the settings. You will not lose information or fans. I hope this helps. Good luck and please report back! Thanks for reading and following!

Hi Jenn. You bring up a confusing aspect of Facebook pages: each fan page needs to be associated with a personal page for management. That said, I am attached to the Matrix Group fan page but when I’m on the page, my Joanna Pineda profile is not attached to it and I post updates as Matrix Group. Here are some suggestions:

— Make sure that you are actually updating the fan page with wall updates, not your personal page
— Make sure that you are properly associated as an admin
— Create another personal FB profile, and become a fan of your page as that profile
— Click View All fans, and you’ll see a Make Admin button next to each name; select the new personal profile and make it an admin; you will now be able to manage your company fan page when logged in as the new profile
— Since you likely want to be on Facebook personally and as a company, I suggest using two browsers to manage your accounts. For example, use IE for your company fan page, and Firefox for your personal profile

At Matrix Group, there are 3 of us who are admins on the Matrix Group fan page. So we can each be on Facebook as individuals, but when we want to post to the Matrix Group fan page, we navigate to the Matrix fan page and update the wall, links, photos, etc., that way. Hope this helps and please report back. Thanks for reading and following!

I’ve set up a non-profit FB page (several times actually) for the Capital Area Youth Symphony. I loaded a pic and an event, published it and then it stuck me on one of two pages – either “create an ad” or “create a profile.” I read the rules and it seemed to be saying that I had to create the individual file. So I did, but now the youth symphony information is all gone (again) and I appear to have a second “Sharon” FB page. I’m so frustrated. Can you help?

I work for the alumni office at my school. I’m in charge of the facebook page for the office. Is it possible to invite everyone in a network to be a fan of the page?

Sharon, Facebook is really confusing in this area. If you don’t login, there’s a link to create a Page for your Organization, but this is misleading. You must first create an individual profile, then click on Create a Page for My Organization. There’s often a link from the bottom left of other Facebook fan pages.

Once you do this, your individual account becomes the admin for the Facebook fan page. To manage the fan page, you login as an individual, then go to the bottom left on your page, click on the little F for Ads and Pages. You will be taken to a page that shows the Facebook pages attached to your account.

If your page seems to be gone, try logging into both of your individual accounts, click on the little f and see if the Facebook fan page is associated with either of the accounts.

Remember that you want to create a Facebook fan page and associate it with your individual account. Hope this helps.

Hi Greg. As far as I can tell, you can’t send a message through Facebook to people in your network. You can only send direct invitations to people in your network. You do this by going to your Facebook fan page, Click on More in the top left, then select Invite friends.

My suggestion is to use your Web site, e-mail signature and e-mail network to encourage people to become fans. For example, ask people to become fans in your next alumni e-update, ask your staff and students to invite their friends to become fans (this works really, really well), and make sure there are direct links from your Web site.

Also, don’t forget that once you have 100 fans, you can request a vanity URl by going to – a vanity URL makes it really to market your Facebook fan page. Hope this helps!

I started a page for our organization on a whim and have decided I need to scrap it and start all over again with more knowledge. If I delete the page, will I be able to create a new one with the same name?

Hi Jeanette. Yes, if you delete the page and start over, you will be able to create a page with the same name. Here are a couple of notes, however:

* Any content and all fans will be deleted permanently and you can’t transfer content.

* While you can have the same name, the URL will likely be different, e.g., pages/myfavoriteclub/6876788/

* Finally, don’t forget that a goal should be to have a vanity URL like You need 100 fans to apply for a vanity URL and you go to to get it.

Good luck and hope this is helpful. Joanna

In a previous post, you said:
“— Create another personal FB profile, and become a fan of your page as that profile.”

Do you mean that it’s OK to set up two separate profiles: a personal one and a professional one? If so, that’s good news, because I didn’t like the thought of linking our organizational page to my personal profile.


Hi Jeanette. Yes, that is certainly an option. Here’s what you can do:

* Create a separate Facebook personal profile and make that the admin for your Facebook fan page.

* You’ll have to login separately to manage your personal Facebook account and your company Facebook personal page and the company fan page.

* But keep in mind that your individual account is only the admin for the fan page. In fact, you can have many admins on a fan page. And people who visit the fan page can’t see who the personal admin is for the fan page. So it’s not necessarily a big deal to make your personal account the admin for your fan page.

* If your company, however, wants to keep track of all usernames and passwords that are admins to your Facebook fan page, then I recommend creating a separate individual account.

Hope this makes sense. Good luck!

I have a facebook page but my church is thinking about creating a facebook page and I have a few questions. Can anyone help with an answer? First of all, if someone puts an offensive item (picture, video or words) on our page would it be seen by everyone before it could be removed? Our administrator says that it would never be seen by everyone, is this true? The second is, what is the difference between a page for an organization/business or a page for a non-profit? I am a beginner with facebook. Thanks for any help you could give me.

Hi Gail. Thanks for the comment. To answer your questions.

* I have looked on the Facebook interface and the FAQs and I cannot find a way for you to moderate photos prior to them being posted to your company page. So I think the answer is that when a someone posts a photo or video to your page, everyone sees it. Of course, you always have the option to remove it since the photo or video was added to your page. Finally, you can always block people from posting photos or videos to your page. If I learn otherwise, I will let you know.

* There isn’t a huge difference between creating a fan page for a non-profit or a business. What does matter is the organization type that you select, which then controls what descriptive information you can post online. But there is no difference in functionality, e.g., you can have fans, you can post updates, you can update the status, etc.

There is a however, a difference between groups and pages. Groups are more for clubs or groups of people joined by a common interest. The layout is a little different but there is also a lot of overlap in functionality.

Check out the Facebook Help Center for more information.
Good luck and hope this information is helpful. Joanna

Hi Joanna,

I found your page because I had so many questions while trying to create my site’s FB page, but you have answered all of them.

So I just wanted to say Thank You! This page is amazing! Great and very thorough info.

I will be passing it on to everyone I can.

Very best,

To Post 70 where Joanna states that it is possible to have TWO Facebook profiles – a personal and a business one.


And is in fact a violation of Facebook’s Terms of Service (TOS) as per the post by Mari Smith
in March 2008

If information has changed since Mari posted, can you please provide the information with the specific link to the changes in Facebook TOS to back up your claim.

Thank you.

Hello lacouvee. Thanks for your comment. Let me clarify what I meant to say in comment #70.

* I absolutely agree that profiles are for individuals, while fan pages are for companies.

* I didn’t recommend that you create a business profile. Instead, if you want to keep your personal and professional lives totally separate, create a separate individual account for work, and make that account the admin for your business fan page.

* That said, individual admins and their profiles are not visible from the fan page. For example, I am an admin on the Matrix Group Facebook fan page at, but you can’t find a connection back to me from the fan page.

Hope this makes sense. Thanks again for the comment. Joanna

An individual may NOT have two accounts! You cannot create a profile for your personal life and a profile for your business life. It’s against Facebook’s TOS. You can however have your own personal Facebook account and be the admin (and creator) of a Business (fan) page.

You are recommending creating a “generic” profile – for who? A fictitious individual?

I understand that admins and their profiles are private and not visible from the fan page.

The issue was, and still is, that you need to be careful about who sets up the business (fan) page since the creator can leave the company and take the fan page with them if they are disgruntled.

Facebook has not really considered the needs of businesses with their policies.

Hi lacouvee. Here is what Facebook has to say about accounts on their Terms of Use page:

Registration and Account Security

Facebook users provide their real names and information, and we need your help to keep it that way. Here are some commitments you make to us relating to registering and maintaining the security of your account:

1. You will not provide any false personal information on Facebook, or create an account for anyone other than yourself without permission.
2. You will not use your personal profile for your own commercial gain (such as selling your status update to an advertiser).
3. You will not use Facebook if you are under 13.
4. You will not use Facebook if you are a convicted sex offender.
5. You will keep your contact information accurate and up-to-date.
6. You will not share your password, let anyone else access your account, or do anything else that might jeopardize the security of your account.
7. You will not transfer your account to anyone without first getting our written permission.
8. If you select a username for your account we reserve the right to remove or reclaim it if we believe appropriate (such as when a trademark owner complains about a username that does not closely relate to a user’s actual name).

Facebook is clearly saying that they don’t want people creating false profiles or spoofing other people. However, it does not say that each person can only have one account. While I agree that companies should create fan pages then make individuals admins on their account, I can understand how some people don’t want their personal FB profile associated with their company page. In this instance, I think it makes sense to create another individual profile to serve as the admin; I recommend to all business owners that they keep track of the username and password on this account.

From Mari Smith’s blog, quoting directly from Facebook TOS

“In addition, you agree NOT to use the Service or the Site to:

Register for more than one User account, register in a User account in the name of an individual other than yourself, or register for a User account on behalf of any group or entity”

As previously stated – you are simply NOT allowed to have two user accounts. It is a violation of Facebook’s Terms of Service. User who have opened two accounts have had their accounts cancelled.

Hello lacouvee,

With all due respect, I cannot find reference to having only 1 account on the Facebook terms of use

Mari Smith’s blog post is from 2008 and it’s possible the Facebook terms of use have changed in this regard. We all know that Facebook has made lots of changes to to its policies in the last year.

I still maintain that it’s okay to have a personal account and a separate account for managing your company fan page. Yes, it’s true, you need to provide accurate information and you can’t create a fictitious person. Hope this helps.

It is not necessary to create a profile to start an organization’s page and creating more than one personal account is a clear violation of FB’s policy.

When you start your page–and I created and administer my university’s page which has over 13,000 fans–Facebook does ask if you want to create or link it to a personal account, but it is NOT a requirement. Also, if you do link to a personal account, then that the individual has admin access to the account forever–and that’s exactly why it isn’t a good idea to do it.

Having your organization’s business account (a business email address) is what you should use to set up a business facebook page, then whoever has access to that email address and password can make people admins from the page or delete them.

Also, on a REAL organization page (using a business account and not linking it to a personal profile)–you have to wait until the magic 1,000 number of fans to get a vanity profile name.

This is from Facebook FAQ

Business Accounts
What is the difference between a business account and a personal account?

Business accounts are designed for individuals who only want to use the site to administer Pages and their ad campaigns. For this reason, business accounts do not have the same functionality as personal accounts. Business accounts have limited access to information on the site. An individual with a business account can view all the Pages and Social Ads that they have created, however they will not be able to view the profiles of users on the site or other content on the site that does not live on the Pages they administer. In addition, business accounts cannot be found in search and cannot send or receive friend requests.

How do I create a business account?

You may create a business account if you don’t already have a standard Facebook account. To get started, you will need to first create a Facebook Ad or Facebook Page. Once you’ve entered in the required information, you will be taken to the “Facebook Login” page and asked if you have a Facebook account. If you do not currently have a Facebook account, then at this point, please select “I do not have a Facebook account.” You will then need to enter your email address and date of birth.

Please be aware that managing multiple accounts is a serious violation of Facebook’s Terms of Use. If we determine that an individual has more than one account, we reserve the right to terminate all of their accounts.

Hi Yvonne. Thanks very much for your comment, but I have to disagree with you on two points:

* From the home page, you can click a link to Create a Page for your Business. Clicking on this will take you to a page that lets you begin the process of creating your page. When you click Create Page, you are taken to a page titled Create a Facebook account. From this page, you can login or create an account. You can’t manage your pages without a Facebook account. Yes, the personal account associated with a fan page is an admin, but any admin can de-activate the admin status of another person.

* You now only need 25 fans to secure a vanity URL for your Facebook fan page. Here is the reference:

Good luck! Joanna

Hi Anabel. Thanks for your questions. Here are some thoughts:

* You as an individual can only suggest a fan page to people who are YOUR friends. But you can and should encourage others to become a fan of your Facebook fan page by:
— encouraging your staff and supporters to ask their friends to become a fan
— including links to your Facebook page on your Web site and e-mails
— encouraging your newsletter subscribers, members and customers to become a fan

* A vanity URL is a short and user-friendly Web address for individuals and entities that have Facebook pages. I blogged about this topic here:
but here are the highlights:
— you can get a vanity URL for yourself and your Facebook fan page by going to
— the ugly Matrix Group fan page URL is
— our vanity URL is

Hope this helps and thanks for reading!

Joanna, I have printed this post, all 27 pages of it ! ……just to make sure I didn’t miss any of your tips. Your advice has been incredibly helpful in this first week of setting up our business FaceBook page. I am even more impressed to see when I logged back into this post this morning that you have since posted an update on March 11th about FaceBook pages now getting walls, links etc. Very impressive how quick you are off the mark. You’re all over it !

My question is, how do I actually get a Vanity URL ? I have gone to the link you reference in comment #81, but it just gives the rules about having 25 fans. I have 26 fans now (Yeah! – not bad for less than a week! and that’s not even asking friends yet!). So I figure that makes us eligible. But I just don’t know how to request one. I read somewhere that the vanity url automatically comes once you hit the 25 fan mark. Is that right? That sounds a bit hard to believe. I suppose I’m asking is there a FaceBook email or contact I need to be contacting to get the ball rolling? I am eager to publish our vanity url at the bottom of my emails rather than the very long hyperlink which looks awful (but has at least got me 26 fans! So I can’t really complain!)

My business is SummerHills Retreat Byron Bay.

If you could please let me know what I should be doing to get a vanity url, that would be absolutely wonderful. Although I don’t know if I can be any more impressed with your posts than I already am! Thank you . Thank you. Thankyou. You have answered so many questions already. You have no idea how helpful your insights have been to someone like me just starting out.


Oh, I forgot to also ask. I read this post for the first time only a few days ago. By then I already had some fans writing on my business wall. Then I read your first tip in this post which was to setup a personal profile first. Bugger, I setup the business page without the personal page. Doh. Now I can’t add friends and I also can’t fan other businesses which is a real bummer. Or am I doing something wrong? Is there a way to convert my business page to a personal page without losing fans? Or should I setup a personal page now anyway? If I do this then can I still link the new perosnal page to the business page? It’s so confusing!

Also (promise this is the last question for today!) – I can’t edit the founded date, mission statement, products, and other cool info that other businesses seem to have. I read your post about choosing the right category at the very start. Again, I read this too late, so I must have chosen the wrong category to begin with. Is there a way to migrate my business page to another business page with the right category so that I can edit founded date etc, but without losing the fans and comments from fans?

If not do you know if there is a change in the pipeline with facebook to be able to edit founded date/ mission stmt etc, from a different category, in the near future? They must realise that founded date etc is relevant to all business categories !

Now that I’ve stuffed up that step by choosing the wrong category to start with, is there somewhere else I can add this info to my business page? I noticed there is something called notes? Is this the best spot or is there somewhere else better, as a Plan B, for people like me that have setup business pages before finding your blog ?!?!?


Hi Francesca. Thanks for all of your comments. So glad that you like my blog and have found this post and all of the comments so valuable! Let me try to address all of your questions.

* You can request a vanity URL by going to:
— you will then get a list of the accounts you are attached to and be allowed to request a vanity URL
— I set up a vanity URL for Matrix Group ( and myself (

* You want to add a Founded Date in your profile. I believe Founded Date is available for Brand/Product –> Professional Service. I have looked at your Facebook page at:!/pages/Bangalow-Australia/SummerHills-Retreat-Byron-Bay/115155138510644

I think the way you have set-up the page is fine. If you want to add Founded Date, I suggest adding a “since 19xx” in the profile. To do this, click on the Edit link in the Profile box (top right corner, looks like a little pencil). So, your profile could read: Since 19xxx, Summer Hills Retreat Byron Bay has been a ……”

I wouldn’t sweat the Page type since what you have is fine. On the other hand, if you really want to make changes, do it now before you have lots and lots of fans.

* As for connecting your page to a personal account, you surely have a personal account now because Facebook requires a personal account to be associated as the admin for the account. So, start connecting with friends on Facebook and then start inviting them to “Like” your Byron Hills page. Remember that FB pages cannot invite random people to “Like” their page; only friends can invite their friends to “like” specific pages.

* I recommend getting your vanity URL up and running asap, then linking it up your e-mail signature and your Web site. Be sure to also ask your customers and friends to “Like” your FB page in all of your e-mail and print communications.

* Here are a couple of other posts on my blog that you might find useful:

Top Tips for Creating a Great Facebook page

What We’ve Learned About the New Facebook Pages

Getting Started with Facebook – Part 2

I blog a lot about Facebook and other social media platforms so I hope you’ll subscribe to my blog via RSS or e-mail.

Hope this answers your questions. Good luck and keep me posted on your progress.

Thanks Joanna, you’re awsesome! I have added Founded date now to the profile so that’s a great start thank you! I’m just a little confused about the rest. I have gone to and its saying I need a personal profile to use this facility. So are you saying that it is mandatory now to have a personal profile to administer some the functions on my business page? This is totally fine, it’s just a little confusing and since I have stuffed up already a few things I don’t want to take the wrong steps moving forward…. So if I understand correctly, I have to setup a personal account to do things like
– request a vanity URL – is that right? Also so far I have only been asking people to “Fan” us. What is the benefit of asking people to “Like” us? What is the difference? I can see the viral nature of getting as many fans as possible, but what is the benefit of “Likes” – does a “Like” also pop up on the news reel of other people too? Or is it that the more well “liked” your page is, the better it looks????

Also should I setup a personal profile in my personal name or in the SummerHills (first name) Retreat Byron Bay (surname) ? Do I setup the personal profile separately and then is there a link to associate my personal profile to my business page??

Sorry to ask such dumb questions but I am new to the world of Social Media ?!?!?

Thanks so much Joanna, you have been a wonderful help already !

I will subscribe to your blog feeds now 🙂


Hi Joanna, I have just received an update about FB at this link. It answers some ofmy questions above, but it also raises new ones ! I had noticed the last 2 days that the Fan Manager was now called “Like” and my guests were now saying they could no longer find the “Fan” button, but that they were able to see the “Like” button. I have 2 new questions : (1) Firstly, is the “Fan Manager” being replaced with a deeper metric? If so what extra things the new metric measuring? My “Like” Manager still gives me the same info (just a list of fans). I’d be interested to hear your view on what “other” metric the “Like Manager” is meant to give because I can’t see any difference? (2) Secondly, does this mean the “Become a Fan” button and “Fan Box” is also changing? If so where do we get updates for these and what is going to be different with “Becoming a Like” and a “Like Box” ?? I guess I have setup my business page in the middle of a new FB release so it makes it all the more confusing that I don’t really have a baseline to compare to – only seeming inconsistencies from one day to the next ?!?!? I am very confused ! Thank you for your help !!! Cheers Francesca

When setting up a business page I read on your site that you need to select “consumer products” as a category to get the word “company” to appear under your company name when it is searched. Most companies have an icon of a suitcase rather than their logo when you search for them. How do you get the suitcase icon to appear?

Also, if I wanted the word “organization” to appear under my company name (instead of “company”), what category needs to be selected for that?


How do I link my two facebook pages to my one cell phone with SMS. When I try to connect my contacts on sms from both facebook page, it knocks the other one off.

Hi Francesca. I’ll try to answer some of your questions:

* You need to set-up a personal profile, and then create a company Fan page. Your personal profile will not be visible from the fan page and you’ll only need to login as yourself to manage your Fan page. Facebook won’t let you create a personal account with a name like SummerHills; they have automated checks to make sure personal accounts don’t have company-sounding names.

* Become a Fan has been replaced with Like. I did a recent blog post on this topic:

* If you’d like to change the vanity URL for your personal profile OR your company page, you can read about it here:
which tells you this:

How do I change my username?
You can change your username from the Settings tab of the Account Settings page. Scroll down to “Username” and click “change.” Then follow the on-screen directions. Keep in mind you will only be able to change your username once.

* Francesca, be very careful when changing your username. Facebook won’t let you change it again. Remember to check which profile (personal or company) you are managing when setting the vanity URL. I suggest changing your personal URL first, then changing the company URL. The first URL may not get released immediately, so if you can’t get Summerhills for your company page, I suggest waiting a day or two, then trying again. I hope FB will release the original name.

Good luck!

I created my page, have 26 fans, still if I search for it, does not show as public yet? whow long does it takw to have a Public Local Business Facebook page?

Hi Tania. I searched for Busch Consulting and found your page. There is sometimes a delay of a day or two after making your page public, so perhaps it was just a matter of time. Good luck!

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