According to research by MarketingSherpa, one out of every six emails never reaches the intended recipient, because it is blocked mistakenly by a spam filter. And according to Visualize.Yahoo, the spam filters in Yahoo! Mail put a halt to four out of five emails during their email verification process.

At GetResponse we strongly believe that the only way to ensure that your emails get delivered is to use permission-based email marketing. It is the key to maintaining an impeccable reputation and the highest possible delivery rates.

However, in their war against spammers, ISPs continue to develop new verification tools that often cause your legitimate campaigns to be junked by spam filters accidentally, even if your emailing policies comply with all the legal requirements and industry best practices.

The confirmed opt-in is no longer just optional; it’s now the foundation for sending legit emails and maintaining your reputation with recipients and major ISPs.

What’s next?

Visualize.Yahoo in a spectacular way illustrates their email verification system with checkpoints a message needs to pass in order to reach inboxes. Those are:

• IP address
• links included
• sender’s reputation
• email content
• recipients’ reactions

Any message that fails to pass even one of the verification steps is flagged instantly as spam, which, as they claim, gives them a 4-to-1 ratio of spam to valid email. With approximately 5.6 billion emails processed every day, this represents an enormous load of emails that are rejected by spam filters due to various reasons. So if you don’t pay enough attention to your anti-spam policies, your campaign might be among those 4 billion rejected emails.

Yahoo’s verification criteria are much like those of all the major ISPs (although Gmail keeps theirs secret, while those from SpamAssasin are publicly available on their website).

Let’s see what they are.

Spam Words

Visualize.Yahoo’s most thought-provoking feature is the animated stream-graph of trending keywords vs. spam words.

However, the fact that many (free, sale, today, last, day, etc.) are both “good” and “bad”, indicates that spam tests reach far beyond the spam words checks. Email verification is a far more complex procedure that all email elements are subjected to.

Sender’s Reputation

Your reputation with ISPs and with your recipients is the most powerful factor in guaranteeing seamless inbox delivery. Therefore:

• Use a valid sender’s domain;
• Use a consistent, recognizable sender’s email address;
• Ask your subscribers to whitelist you;
• Don’t send emails to stale addresses;
• Avoid batch-and-blast emails – break lists into segments;

IP address

Every internet protocol (IP) address has a reputation of its own. And this reputation can be impacted by factors such as:

• irregular sending patterns
• outgoing volume
• poor statistics
• shared vs. dedicated IP space.

Since building IP reputation involves a lot of advanced solutions, such as feedback loops and email authentication, it’s best to use a reliable email service provider (ESP) that can safeguard the good reputation of your IP.

Content

Email verification refers not only to subject line and spam words checks. Nowadays the following elements of your email are also routinely tested:

• HTML coding
• image-to-text ratio
• word collocations, position in text, and frequency of use
• Internet domains mentioned
• links included
• disclaimers
• ads included
• “cute” spelling (e.g. “S.P.A.C.E”)

…and many others.

User-Defined Filters

These probably are the most difficult hurdles to pass, because they are based on the actions and engagement of recipients and user community-based reporting to block unwanted email. They actually “learn” what users consider spam and use that knowledge to determine which messages to allow and which to boot. The typical patterns are to:

• block a message that has been reported as spam by one user for that particular user’s inbox;
• allow a message only for a particular inbox if its user “un-spams” it;
• block a sender for everyone if the sender (or a message from the sender) has been reported as spam by many recipients;

The only solution here is to improve your brand reputation and recognition by e.g.:

• sending whitelisting request
• branding your “From” field and subject line for better recognit
• sending highly relevant emails
• running re-engagement campaigns
• removing inactive subscribers regularly
• providing transparent unsubscribe options
• and sticking to many other best practices procedures.

So, how to make campaigns spam filter resistant?

The easy answer is: never send spam.

However, the definition of spam is being updated constantly, as ISPs come up with new spam-filter algorithms to prevent abusers from invading inboxes. That’s why marketers need to adjust their strategies constantly to ensure compliance with the most recent regulations and technologies.

Before you get help from professionals, (yes, you can outsource such solutions) you should implement the most obvious strategies:

• use only double-opt in subscription procedures;
• test your messages in the major ISP inboxes before you send to entire lists;
• keep up-to-date with the most important laws and regulations, such as CAN-SPAM;
• build a good reputation for your brand and keep your recipients engaged;

This is just a start. For more tips to seamless inbox delivery, download our comprehensive white paper: The Deliverability Success Guide.

And if you’d like to share your experiences and tips on avoiding spam filters, take the floor and post a comment. They’re always welcome.

Optimize Your Spam Filter Resistance – Quick Guide is a post from: Email Marketing Tips - Blog GetResponse

Related posts

• Blog Love: GetResponse on KISSmetrics
• 10 Steps to Improve Email Deliverability – FREE Whitepaper
• How to keep your deliverability – and spirits – high!

There are still email marketers who view the unsubscribe  link as necessary, but a totally scary part of email marketing. They want to keep it as far away from their readers as possible. They use old tricks like putting 50 spaces at the end of the email, or changing the background to match the font color.

But these actions have far worse consequences than a potential unsubscribe. Because stationed at the top of almost every email viewer is a nice clear button we know as SPAM or JUNK.  Now that is scary!

Subscribers today don’t just use the SPAM button to register a complaint about scams, or emails they didn’t request. It can be as basic as they no longer want to receive that email. They could have double opted in yesterday, but if your content doesn’t appeal to them, then they just decide to “kill it”!

You can’t really blame them. According to a Microsoft security report, more than 97% of all emails sent over the Internet are unwanted. After a while, people get tired of sorting the good from the bad and hit SPAM to cut down on the clutter. Marketing Sherpa (1)  says that almost 39% of consumers have used the spam button “…as a way to unsubscribe from emails they had asked to receive.”.  To rub salt in the wound, North America scored the second highest complaint rate (0.12%) among all the continents in our GetResponse report “Email Marketing Metrics Around the World”.

So you could be the most virtuous person in email marketing on the planet, and still get SPAM complaints.  Of course, the email client services also know that many spam reports are really unsubscribes, but it’s almost impossible to tell the difference – unless a pattern develops. Then all spam complaints hurt your sender reputation and could be leading to wholesale blocking of your emails.

The bottom line is that, as marketers, it’s your responsibility to inform readers why they’re receiving your email and how they can stop receiving them, and your “pitch” has to be more appealing, relevant, and straightforward than the SPAM button.

We have chosen Ellusionist, an enterprise customer with thousands of magic fans and subscribers, to demonstrate how it should be done. Now if anyone can make an unsubscribe button disappear, it’s this magic trick community.

Unsub link marked in yellow

They start off with an open, clear message in each of their email headers.  Then 4 very simple points – 3 that could reel you back in and 1 that makes it easy to leave.  It’s honest and polite and could save some unsubscribes. No reason for this reader to mouse around his email client and choose SPAM. Smart, huh!

* Web page view
* Why you are receiving the email
* How to stop receiving it
* How to make sure it reaches your inbox every time

So, you may ask, do they really need more opportunities to leave?

The answer is yes.

For any subscriber, signing up for a newsletter is an experiment. They may have some general idea of the content they’ll receive, but not about the quality or how the emails will relate to them.

New subscribers will judge you on the first newsletter or email you send to them.

But if they read your newsletter and decide it’s not for them, and your only unsubscribe option is at the top of your newsletter, which is not in their direct view at the right moment – and guaranteed not to allow “last gasp” emails? That’s right, the SPAM button!

That’s why our clever friends at Ellusionist decided to make sure they gave fans an easy “escape” if they decided the content wasn’t for them – but one that wouldn’t hurt the Ellusionist brand.

So their “best practice” was to offer readers not only the option to remove themselves from the email list, but alternate and additional ways to stay engaged. Easy, yet strategic.

Jason, Ellusionist VP, had this to say about their strategy.

‘We want to offer transparency to our audience and ensure they have the ability to choose how they want to communicate. Their feedback is a great source of information for us and allows us to target and segment much more effectively. We pride ourselves on the credibility of our newsletter content and are confident enough to display the unsubscribe buttons where they are most noticeable and effective.’

The takeaway here is that honesty is the best policy when it comes to unsubscribing. Ensure that your subscribers  are clear on exactly what they are receiving and why they are receiving it. Then give them the option to decide if it’s what they want to read.

We wonder whether you agree with Ellusionist? What’s your opinion? Let us know, we’re really curious!

(1) MarketingSherpa “Email Marketing Benchmark Guide 2008″ (2008)

Ellusionist was founded by Brad Christian, a professional magician with more than 25 years of experience. With more than 70,000 members, the Ellusionist magic community is the largest of its kind on the internet. No other magic training Web site provides this level of ongoing support to its members.
Find out more at www.ellusionist.com

Unsubscribe magic is a post from: Email Marketing Tips - Blog GetResponse

Related posts

• Optimize Your Spam Filter Resistance – Quick Guide
• Blog Love: GetResponse on KISSmetrics
• Why you should never buy an email list!

A couple of days ago we wrote about why recipients mark your messages as SPAM. We received some good feedback and since we agree that it’s an important subject – especially with the upcoming holiday “spammathon”, we decided to follow up with some more basics…

SPAM is a “four-letter word” that can make you furious when you don’t understand the reasons behind it, or give you a few sleepless nights before a big campaign. Now we’re pretty sure that you know the basic SPAM words such as “sex”, “drugs”, “Viagra” or “for free” and “no cost”. But there are many more words and phrases that can cause that your messages to be blocked by ISP SPAM filters, and the list grows longer every day!

So we decided to do our own research and discover the most common words and phrases you should avoid using in your title, subject line, and message content.
It’s not the entire SPAM list, of course, but at least it will highlight the “big offenders” so you can bookmark or print it out to make sure your email marketing campaigns avoid the “curse of SPAM!” and hit their targets every time!

Source: Profitknowledge.com , Salesnexus.com, Hostdepartment.com. Deliverability.com

Those Forbidden SPAM words! is a post from: Email Marketing Tips - Blog GetResponse

Related posts

• Optimize Your Spam Filter Resistance – Quick Guide
• Are spam complaints voting you out of Hollywood?
• GetResponse Email Solutions Team is back from MAAWG Barcelona

Ever have the feeling that you’re doing everything right with your email marketing, but the “spam demons” are out to get you? Well, we’re here to demystify the issue and to remind us all why certain mundane practices are so important to avoiding the dreaded spam folder.

Let’s review the top 11 reasons (though not always reasonable) why recipients flag emails as spam. Hopefully, this will help you evaluate your subject lines, titles, email frequency, etc. before sending to determine if you’re getting too close to these “danger zones”.

Epsilon International surveyed over 4,000 consume on why they flagged emails as spam. Here are their reasons in descending order:
1.    Try to trick me into opening it (74%)
2.    Offensive subject matter (68%)
3.    Any emails I did not ask for or subscribe to (62%)
4.    Senders who are unknown to me (61%)
5.    Emails automatically filtered into the junk mailbox (43%)
6.    Any email I don’t want, regardless of whether I subscribed (37%)
7.    Email sent from a sender not in my address book or approved sender list (34%)
8.    Email from a company I may have given permission to send me mail at one time, but that I no longer wish to receive (34%)
9.    From companies with an offline relationship, but never gave permission to contact me via email (32%)
10.    From companies I have done business with but send too frequently (27%)
11.    Email that tries to sell me a product or service, even if I know the sender (24%)

Notice that almost HALF are “permission-based”, which can be virtually eliminated by using the confirmed opt-in procedure offered by GetResponse!  Other reasons can be addressed by employing anti-spam best practices and avoiding common spam words. And finally, just taking extra care to ensure that your subject lines and titles clearly communicate your brand and the content of your message – all topics we’ve covered in recent blogs.

Now let’s look at the primary reasons recipients unsubscribe (same survey) to see if there are any common threads.  As you know, we’re all about solutions, so I’ve added some “corrective actions” to provide some takeways:
A.    Irrelevant content – It’s #1 folks! There are lots of suggestions in our blog archives, but we promise to keep researching and offering you more “relevant” tips.
B.    Receive too frequently − #10 on the “spam” list but #2 here…wow! Run a free survey to find out how often your audience (s) wants to hear from you and what content they want to receive.
C.    Suspect email address being shared/sold – Both ”C” and “D” hammer this home. Always publish a concise Privacy Policy and always abide by your statement. Period.
D.    Don’t recall signing up – More common that you think, so it probably wouldn’t hurt to send a “thank you” for being a subscriber/customer every once in a while!
E.    Privacy concerns – Again, always include your Privacy Policy and ask them to read it!

Are you surprised at how easy it is to correct these negative results? And relieved we hope!

If you’d like us to blog further on any of these issues, just shoot us an email and we’d be happy to help!

Source: Ingistics LLC and Marketance™ www.marketance.com

SPAM – Why Did They Do That?!! is a post from: Email Marketing Tips - Blog GetResponse

Related posts

• Optimize Your Spam Filter Resistance – Quick Guide
• GetResponse App Center Launched
• Gimme Fuel, Gimme Fire… (GetResponse 20 Times Faster!)

It features: brand new user-friendly icons to help both new and experienced users navigate quickly and efficiently, saving some time and stress. They are self-explanatory and communicate clearly what each icon represents and what it can do for your message. But these cool icons aren’t the only things we’ve changed in the GetResponse Editor. We’ve significantly improved the speed and removed all the little “speed bumps” that you told us slowed you down in the last version.

Our mission is to help you create better campaigns every time, and we sincerely hope this helps.

Check Out the New and Improved Editor! is a post from: Email Marketing Tips - Blog GetResponse

Most Commented Posts

• 64 Email List Building Ideas
• Email Marketing: 15 List Building Tips
• Publish Your Sign Up Forms on Facebook

First, there are two kinds of email bounces: hard and soft.
A soft bounce is an email message that gets as far as the recipient’s mail server, but is bounced back before it reaches the recipient. One of the most common causes for a soft bounce is a full mailbox. This often occurs with subscribers who use the basic (not premium) ISP email boxes, which offer very little storage.

A hard bounce is an email message that has been returned to you because the recipient’s address is invalid, the domain name doesn’t exist, the recipient is unknown, or the recipient’s mail server has blocked your server.  This is a bit more troublesome and requires careful investigation.

When you receive email complaints…
What does it mean when you get email complaints and how can you reduce them? It’s quite simple.
Internet Service Providers (ISPs) like Yahoo and AOL provide Feedback Loop software which returns all messages marked as SPAM by their email account users.  Now, here’s where your email may get treated as an abusive message or SPAM for a variety of reasons. For example, if recipients get email they didn’t ask for and don’t want, they should click “This is SPAM”.  But sometimes it’s because they don’t recognize – or remember − the sender, even though they opted in.  Sorry, they’ll get flagged and filtered out just the same. Remember, whatever the reason, if your email message is marked SPAM by a recipient and you receive the dreaded message, they are removed from your GetResponse contact list.

Mailing lists are the email marketers’ goldmine, so it’s both productive and profitable to apply best practices to your list hygiene and message creation. Of course, GetResponse does much of it for you automatically, but here are some simple tips to help you reduce bounces and email complaints:

• Keep your subscriber list clean.

Make sure every person you are sending messages to knows they are coming from you. Be very clear on your web sign up forms about what type of information the subscriber would like to receive, whether newsletters, blog updates, coupons, or articles, even which topics.

• Use double opt-in

Double opt-in is a great way to ensure that your list is clean and free from human error. Typing errors can not only clutter your list, but cost you in lost sales opportunities. The double opt-in process makes “doubly sure” that all your email addresses are genuine and correct. And don’t forget to personalize your confirmation emails to welcome new subscribers!

• Test your email messages before sending!

Spam testing your emails is a great way to keep your content spam free and your reputation protected. Whether you know it or not, ISP’s are constantly changing their methods and GetResponse ensures that our spam testing software is up to date and fully compliant. So all you have to do is click the spam check button and wait for the green tick!

Get rid of bounces and complaints! is a post from: Email Marketing Tips - Blog GetResponse

Most Commented Posts

• 64 Email List Building Ideas
• Email Marketing: 15 List Building Tips
• Publish Your Sign Up Forms on Facebook

Author – GetResponse Email Solutions Manager, Marcin Luks

Confirmed Opt-in improves campaign results! We analyzed over 700M messages sent from GetResponse Pro accounts between August 1st and November 1st 2009, and compared certain “success” factors for confirmed opt-in and unconfirmed opt-in users. Check out the newest stats now!

The battle between “confirmed opt-in” and unconfirmed opt-in supporters has been raging for almost as long as email marketing has existed.  Much has been said, yet the endless stream of articles and shouting matches on blogs and forums continues. We’d like to help sort it all out, starting with the basics:

Definitions:

Unconfirmed Opt-in (also “unverified opt-in” or “single opt-in”) takes place when a new subscriber is automatically added to a mailing list, without any “extra steps” to verify his/her intention to join.

Confirmed Opt-in (“verified opt-in” or “double opt-in”) means that before a  new subscriber is added to a list, a confirmation email is sent asking the subscriber to confirm his/her intention to sign-up by clicking on the link in the email message. If the link isn’t clicked, the address won’t be added.

Now some marketers have objected:

‘Why annoy my new subscribers with unnecessary verification emails? What’s the point, anyway?’

Well, there are several very important reasons to verify:

1)    Keeping your lists clean – Typos are a common problem with web sign-up forms. Who hasn’t made them? However, this is a huge headache for mailing list managers.  One wrong letter and your emails could be sent to a totally different person, or the mailbox may not even exist, so you’ve wasted your time and money, and possibly annoyed some prospects. No matter how innocent the “offense”, both situations can cause serious deliverability problems with Internet Solution Providers (ISPs), like redirecting all your messages to junk folders or even blocking future emails.

2)    Dodging malicious subscriptions – Imagine the effect of someone subscribing email addresses to your list as a prank or, even worse, using a malicious script to fill out all sign-up forms on the Internet (including yours) with bogus information! Or spammers using forged email addresses to send millions of emails, including the one used to sign up to your list. Or how about a competitor or an old high school enemy setting you up for a “joe-job” by adding anti-spammers and/or authorities to your mailing list? This stuff CAN happen to you, and HAS happened to many others! Using confirmed opt-in takes care of these problems for you, now and forever, AUTOMATICALLY!

3)    Avoiding the “spammer” label – What happens when subscribers complain about your emails and send spam complaints to your email marketing provider (like GetResponse) or to your ISP? Many providers, like Yahoo, Gmail, AOL or Hotmail, will sometimes ask you to prove that your list consists only of email addresses from subscribers who willingly signed up to receive your messages. In most cases, the only undeniable proof is confirmed opt-in subscriptions. If you can’t provide that, you might be labeled a spammer! We all know that could cause major problems for your business, so better protect your list (and your reputation) beforehand, than pay for it later.

4)    Increasing your email deliverability – A list consisting of verified addresses, and subscribers who are 100% certain they wish to receive your emails, dramatically increases email deliverability. But that’s not all – you get much better open and click ratios and fewer complaints and removals. All these factors improve your reputation as a sender − and your email marketing results.

Clean list -> less complaints and better deliverability -> more sales!

5)    Paying less for your list – When you host your list with GetResponse, you are charged according to your mailing list size (GR pricing). With unconfirmed opt-ins, you’ll always have a fair amount of subscribers that don’t want to stay on your list or cannot receive your emails for some of the reasons we discussed. With the confirmed opt-in model, you won’t be paying for contacts that don’t return revenue, so you save!

Now, what do the unconfirmed opt-in supporters say in their defense?

‘Confirmed opt-in lists lead to reduced revenues.’

It’s a MYTH!

Let’s look at the facts. The Institute for Spam and Internet Public Policy (ISIPP), GetResponse partners, call it an “illusion”: ‘Any perceived short-term ‘loss’ is more than compensated for by: higher advertising rates, higher acceptance of email, higher response rates and higher conversion rates’ .  In other words, the confirmed opt-in process improves Return on Investment (ROI). By sending to a confirmed list, you have a much higher probability of success. Period!

‘Confirmed opt-in reduces your list.’

Really, what’s the point of keeping a larger mailing list if a significant number of subscribers have no intention of remaining on your list, or the email addresses never existed in the first place? What if they were replaced by high-quality contacts that might actually purchase from you? Now do the math and decide if you can afford to waste time and money on unconfirmed subscribers.

If verification is so important, you might ask –

‘Why is GetResponse making it optional to choose between confirmed and unconfirmed opt-in?’

Email Marketing is always evolving. At the moment, confirmed opt-in is becoming the standard, as more and more experienced and responsible marketers switch from unconfirmed opt-in to confirmed.  But, as with every evolution – individuals need time to experiment and decide for themselves which is the better option.  As we mentioned earlier, there are two sides to this argument and we want to give you the freedom to choose. Let me ask though, after reading this article, which side will you be on?

Why You Should Choose Confirmed Opt-In is a post from: Email Marketing Tips - Blog GetResponse

Most Commented Posts

• 64 Email List Building Ideas
• Email Marketing: 15 List Building Tips
• Publish Your Sign Up Forms on Facebook

You are now experiencing the totally new look and features of GetResponse! We hope you like it as much as we do! The more you use the new release, the more ideas you will get for exciting new campaigns. The new interface makes it easier than ever!

To help you get to know the new GetResponse, we have prepared a special GetResponse 6.0 Migration Guide for you, click here to take a look. With this new version of our service, we have also made some changes to our pricing plan. From now on, our fee will be based on the email list size. Now you can choose a plan that will be just right for your needs and your wallet!

To take a look at our new pricing options please click here

The new pricing plan includes powerful new features, and more ease of use than you thought possible– all guaranteed to make your email marketing ROI sky rocket!

Get a head start right now with these powerful tools and features:

• 300+ Designer Templates
• Video Email Marketing
• Online Surveys
• Email Analytics
• and much more!

We hope you truly enjoy and benefit from the new GetResponse! If you have any questions or ideas, simply email us. We love hearing from you!

Thank you for your business!

Introduction to New GetResponse! is a post from: Email Marketing Tips - Blog GetResponse

Most Commented Posts

• 64 Email List Building Ideas
• Email Marketing: 15 List Building Tips
• Publish Your Sign Up Forms on Facebook

< ![endif]–>

As the launch of the new GetResponse approaches, we’d like to give you some important information concerning the process of moving your current account to the new system. Here’s what you need to know:

Before the migration – schedule service disruption:

The data migration will begin on July 4, 2009 at 9 PM EDT and end on July 5, 2009 at 5 PM EDT, therefore service will not be available during that time period.

Note: During this scheduled data migration, all GetResponse sites will be down and you will not be able to access your account.

Your account during service disruption:

Please rest assured that no account data will be lost during migration! Your web forms will be working, however all processes related to sign ups will be queued and processed within 24-48 hours. That means that anyone who subscribes or signs up to your campaign will not be added to your contact list for 24-48 hours. If applicable, new subscribers will also be credited to your account within the same time period. Please note that new subscribers will not receive confirmation or thank-you messages immediately, but they will go out automatically after the above time period.

No payments will be processed on July 5. Therefore, if your recurring charge is set for this date, it will take place on July 6.

After the migration:

After the migration is completed, you will be introduced to the new GetResponse interface and the old version will no longer be available.

All the settings from your account will be carefully moved to the new system and will remain intact. You can be confident that no data will be lost.

As with most major migrations, the system may not be working perfectly from 2 to 3 days after the data has been moved. Please let us know about any problems you experience by contacting our capable Customer Service Team. It will help us to quickly address any issues.

We have performed migrations many times and, as always, we will do our best to conduct a smooth migration for the new launch. Again, you can rest assured that this process will not affect your account or stored data in any way.

If you have any questions regarding the migration process, feel free to contact us. We will be happy to answer any questions you might have!

Thank you for choosing our email marketing service! We hope you will be just as excited about this new version as we are!

Best Regards

GetResponse Team

Migration Details is a post from: Email Marketing Tips - Blog GetResponse

Most Commented Posts

• 64 Email List Building Ideas
• Email Marketing: 15 List Building Tips
• Publish Your Sign Up Forms on Facebook

Every day brings us closer to the launch of GetResponse 6.0, the biggest and the best release ever! The new version gives you a totally new interface, powerful features, multimedia, and much more.

Of course, we understand that change can be stressful, that’s why before the Big Day comes, we’d like to let you know more about what’s coming with the new and improved GetResponse. To review some of the new features, enhancements and new GetResponse for iPhone preview please watch our videos:

Attention Tweeple. We have decided to reward those “serious email marketers” who are first in line to take control of the power and possibilities of GetResponse 6.0. We will be soon launching an exclusive competition for @GetResponse followers to celebrate the launch of GetResponse V6.0.

Make sure to stay tuned! There’s lots more excitement to come!

Email Marketing – GetResponse

What’s Coming With New GetResponse! is a post from: Email Marketing Tips - Blog GetResponse

Most Commented Posts

• 64 Email List Building Ideas
• Email Marketing: 15 List Building Tips
• Publish Your Sign Up Forms on Facebook