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Here's a simplified version of Ben's fine advice. Run an A/B test. Keep all the variables the same except one. I explain this at http://yourseowizard.com/website-pro-blonds-have-more-fun/. Enjoy.
Thank you Kent. I think Facebook is too liberal with the definition of a "friend." I don't personally know most of mine. They found me on a random day and sent a Friend request. I am moving away from Facebook and toward LinkedIn. Connections there seem to have more strength.