Posts tagged with "INSTAGRAM"

The Queen Of Fashion: Simonetta Lein

It is a pleasure for us to have updates on Instagram Star Simonetta Lein.

Simonetta Lein is a true fashion icon and a trendsetter. Inspiring millions of millennials and beyond every day, her style is classy and edgy, boho chic and rock at the same time. Ranked as one of the Top 100 fashion influencers in the world – with over 1.8M followers only on Instagram –  Simonetta is a top model and tv personality always on the go. Representing the best brands, she feels how the spotlights are often on her. When she goes on a vacation she knows how to turn in off. Her favorite location is the Jersey Shore and spending time with her family and her little niece.

What she cannot miss once at the beach are her Shahida Parides long kaftan dresses. Obviously from her collection Heart2Heart “You always need a cute, colored, fresh dress to put on, while you go on the beach.” The same dress can easily be so versatile to be perfect for a sweet summer dinner, a bit of lipgloss and Simonetta Lein is ready.

Simonetta also doesn’t feel it is Summer if she doesn’t wear a kimono. They just put you in the vacation mood, she says. They are easy and can be wore on top of your favorite bikini or cute dress. After a day at the beach whatever you wear, just put on a silk kimono and you will feel fashionable in a second. “When I wear my kimonos I know it truly is Summer. Just a reminder to enjoy my favorite season.”

Lastly a big cute hat to protect from UV rays and yet making a statement while having it on. Her favorite hat says “out of office”.

Follow the queen of fashion Simonetta Lein at @simonettalein on Instagram and Twitter and check out www.simonettalein.com

 

Credits

Top Model Simonetta Lein

Kaftan Dress Shahida Parides for Simonetta Lein #heart2heart

Kimono Le Superbe via Shop Sixtyfive

Stylist Kate Massih

Photographer Byron Purnell III

MUA Elaina Valentine

Hair Stylist Mecca Jones

Dimitri Vegas & Like Mike “Instagram”

Two  of  dance  music’s  most revered acts, Dimitri Vegas & Like Mike and David Guetta, have teamed up with Afro Bros and two of the biggest Reggaeton names in the world, Daddy Yankee and Natti Natasha, to bring together an absolutely smashing lineup on one of the biggest songs of the summer — ‘Instagram’.  A dynamic official music video featuring the artists also accompanies the single, and brings high-energy summer fun. 

Consistent chart-toppers Dimitri Vegas & Like Mike continue to demonstrate their ability and diversity to work with a variety of styles. The pedigree of their collaborations is a testament to their genre-bending capabilities, having collaborated with a diverse range of artists including Gucci Mane, Paris Hilton, Ne-Yo, Hans Zimmer, Wiz Khalifa, Snoop Dogg, and many more.

Dominating the festival scene worldwide as DJ Mag awarded ‘World’s #1 DJ Duo’ and ambassadors for the mammoth global festival Tomorrowland, Dimitri Vegas & Like Mike productions are effortlessly catchy, and always create memorable main stage moments.

David Guetta has established himself as arguably the world’s biggest and most successful DJ of all time by colliding the worlds of dance music and hip-hop. By teaming up with some of the biggest names in hip hop, R&B and pop, and reinventing their sound for the electronic dance-floors, Guetta created pop alchemy. Black Eyed Peas, Kelly Rowland, Akon, Rihanna, Sia, Lady Gaga, Usher, Madonna, Justin Bieber, Nicky Minaj, Guetta’s quality as a producer has set a new template for the sound of commercial radio. Guetta has amassed over 50 million album and single sales; over 10 billion YouTube and Spotify plays; numerous #1 singles and Platinum and Gold certifications across the globe; two Grammys for Best Remixed Recording and dozens of other accolades.

Afro Bros, famed for playing various music genres like Latin house, afro house, moombahton, house and urban, round up the electronic fusion on “Instagram” with their tailored studio sound. Dabbling in tropical flavors with their most recent single and collaboration with Jamaican Reggae/Pop Star, Sean Kingston titled ‘How Many Times’, the Afro Bro’s contribution on “Instagram” demonstrates their musical diversity once again. 

Daddy Yankee remains one of the major influences in the music industry with more than 11 million albums and  over 50 million followers through social media. Named as “One of the Most Influential Hispanics” globally by CNN and Time Magazine, Daddy Yankee made history in 2018 with 10 Guinness World Records with the title for his achievement as the First Latin artist to reach the number one on Spotify, as well as seven titles for the success of the hit song ‘Despacito’, performed alongside Luis Fonsi, and two additional titles for topping the Billboard Latin Rhythm Airplay lists. Currently the seventh most streamed artist on Spotify, he recently received the Icon Music Award by the Latin American Music Awards for his contribution to the music and the community.

Latin pop superstar Natti Natasha is an unstoppable force, with her music have grossed over one billion streams on  Spotify.  A  multi-platinum  and  Billboard  award  winner,  Natti  was  dubbed ‘most  watched  female  on  YouTube in late 2018 thanks to the music video (‘Criminal’) for her collaboration with Ozuna, which has received a staggering 1.8 billion+ YouTube views. As well as an impressive fan base on YouTube and Spotify, Natti also boasts 14.8 million followers on Instagram. And, as this new track states, is perhaps why Natti doesn’t “give a f**k about your Instagram”.

5 Getaway Must-Haves Global Traveler Emilia Taneva Stashes in Her Bag

Before your feet hit the pavement for any getaway vacation you need to pack the must-have necessities for your trip. Traveling light is the only way to go, so choose the items you stash in your bag carefully. One of the worst mistakes people make while getting ready for a trip is leaving something important behind and either have to do without or purchase a new one. That’s why world traveler and influencer Emilia Taneva has put together a guide for getaway must-haves so you don’t forget any of your essentials at home!

Chanel Makeup Base. When you need a versatile makeup that does more than just mask your flaws, choose Chanel Soleil Tan De Chanel Bronzing Makeup Base. Ideal for travelers, this cream-gel bronzer can be used under your favorite foundation, as a spot cover-up, a smoother as well as a highlighter. Unlike other bases, Chanel Soleil Tan De Chanel Bronzing Makeup was formulated to leave your skin velvety soft with a light finish and a hint of color.

Love & Positivity Rose Quartz Stud Earrings by Congés. When you have finished traveling, are rested and want to stand out look to Congés. Designer Hasmig “Jasmine” Penna leaves her pieces untreated to harness their natural beauty. These hand-cut rose quartz stones represent love and are made in the heart of Los Angeles. In an evening outfit or daytime ensemble, add these 18k gold studs with a white diamond center to create an elegant look.

Rose Quartz rounded hand cut stone White diamond center (very good quality approximately 1.35 mm for each ear…

Mason Weekend Bag. Sole Society created this trendy tote for the stylish traveler. Made soft enough to sleep on, this bag features soft faux leather that will never leave you feeling stranded. The 19½ x 12 x 10 bag is one of the getaway must-haves that works with every outfit in cognac brown or black. What makes this bag a must-have? The spacious interior shoe compartment with a bottom zipper at the base. The sturdy bag still looks chic when it is packed to the seams so toss in anything you need and don’t worry! There are top carry handles, a removable strap, smartphone pockets, protective metal feet, and a sexy leopard lining so you never feel like you’re away from home.

Clinique Pep-Start™ Daily UV Protector. Ideal for daily sun protection the Pep-Start™ Daily UV Protector Broad Spectrum SPF 50 from Clinique meets all of the FDA’s standards for sun protection, stopping both UVA and UVB rays. Formulated with minerals to flawlessly blend into the skin for a better-than-bare finish on any skin tone.

Summersalt Swimsuit. With a colorful made in Italy style, this swimsuit is available in many different color combinations. Bold, elegant and sure to turn heads the colorblock swimsuit will make onlookers expect a cannonball or a swan dive. So, why not make a splash with this getaway must-have?

About Emilia Taneva:

Emilia Taneva is a creative photographer, travel blogger, digital influencer, and Board-Certified Orthodontist. She is ranked as one of the top influencers in North America, with a focus on travel, fashion, and lifestyle. Taneva was born in the medieval city of Veliko Tarnovo (Bulgaria) where civilizations and cultures have collided throughout its history. At a young age, she was captivated by history and tour books and would daydream about seeing the world one day. Today, Taneva runs the popular travel blog, Bubbly Moments. The Bubbly Moments is focused on the world’s most luxurious destinations and exclusive places. She has traveled to over 40 countries on five continents and knocked some big adventures off her bucket list along the way. Her all-time favorite destinations include Hawaii, the Maldives, Hong Kong, the French Riviera, and Singapore.

Rnw garments, 360 magazine,Raphael Na’te Walton

RNW Garments

RNW Garments is a Los Angeles based independent street wear label founded in 2011. The brand philosophy “Since Birth” is born out of their tagline NO GUTS, NO GLORY. Hailing from South Central LA, designer Raphael Na’te Walton has organically grown RNW Garments to be a brand for people of all walks of life no matter their ancestry or background.

For all the old and young souls still chasing their glory, to those who have achieved the greatest achievements, but strive for more; RNW Garments embody the hustler spirit and serves as a symbol of that fire within all of us to chase our own glory.

RNW currently offers traditional street wear pieces such as tees, hoodies, jackets and headwear but will soon transition into cut and sew production which will allow founder Raphael Na’te Walton for the opportunity to bring the brand to new heights.

www.rnwgarment.com
@rnwgarments

Gentle Monster Launches Kids Capsule Line

Featuring Instagram Phenomenon from Tokyo, Coco @ coco_pinkprincess

This month, Gentle Monster introduces its expression of infinite possibilities and dreams through its first Kids Collection. Inspired by the dreams and ambitions of a new breed of creators, the Gentle Monster Kids Collection takes you on a journey envisioned by Luca Mastroianni and reenacted by 8-year-old Tokyo Instagram phenomenon Coco.

Experience each of the surreal worlds with unique personas through their lens. Gentle Monster downsized six of its iconic frames, from the futuristic Ribbon style to the fashion-forward, Chapssal.

The Gentle Monster Kids Collection comes in special bespoke packaging in bright colored logo design.

Available at all Gentle Monster Flagship locations and at gentlemonster.com from this month.

The Gentle Monster Kids collection features the following six styles:

Ribbon (Kids) 02 – $270.00 / Peggy (Kids) CB1 – $280.00 / Newturtle (Kids) GR1 -$270.00 / Newturtle (Kids) R1 – $270.00 / Eastmoon (Kids) 01 – $209.00 /Jackbye (Kids) 01 – $199.00 and Chapssal (Kids) 033 – $184.00

LifeScale: How to Live a More Creative, Productive, and Happy Life

The book is a solution to the crisis for everyone – men, women, parents, and children — dealing with digital distraction which aims to solve the effects of digital addiction by helping us rebuild the strength to focus, learn and grow through each chapter. One of the original oracles of Silicon Valley, Brian is a world-renowned keynote speaker and has consulted for Fortune 500 companies, helped launch hundreds of start-ups and advised celebrity entrepreneurs from Shaquille O’Neal to Ashton Kutcher to Oprah!

Did you know…

The constant stimulation of tech is rewiring our brains, altering body chemistry and affecting our productivity, health, and wellness?

  • Facebook, Instagram, Snapchat and other popular apps/games were deliberately designed to change our behaviors (it’s called persuasive design).
  • On average it takes 23 minutes to regain focus every time you pull away from a project to check your phone or twitter feed.
  • 36% of Millennials and Gen Z employees say they spend two hours or more checking their smartphones for personal activities during the workday.
  • Digital distractions cost the U.S. economy $997 billion a year in lost productivity.
  • Multitasking, the way most Americans “get things done,” actually reduces productivity by 40% and lowers IQ scores.
  • Social Media is damaging our teens. The more time they spend on social media, the more likely they are to be depressed, suffer low self-esteem and compare themselves negatively to their peers. 50+% prefer texting to talking!

This list goes on…

Today, most people are living with persistent distraction because it’s just a fact of life now. But, like cigarettes, which were originally endorsed by doctors, many of the devices and social networks we use were designed to be addictive. It’s time for a holistic approach to putting digital distractions in their place.

More than an Author, A Digital Distraction Survivor…

Brian is a bit of a Silicon Valley legend who helped advise more than 1,000 startups as well as researching technology’s evolving effects on markets and behaviors. He’s not coming at this topic as an expert in self-help. He’s an admitted victim who confronted his own loss of focus and productivity before writing this book.

In LifeScale, Brian shares:

  • The straight dope on how the tech industry got us addicted and keeps us addicted to Facebook, gaming and more.
  • His own challenges with distraction and ineffective multitasking and explores his journey to find short-term hacks and then long-term solutions to solve this problem.
  • Maps out a plan all of us can use to regain focus and creativity while learning to use Facebook, Snapchat, Twitter, emails and all those apps on our smartphones as tools that enhance our lives instead of dominating them.

Order book here

Panel for Mental Health re: Social Media

On April 30th, Facebook announced that it will be testing hiding likes on Instagram. Some will be angered by the proposed change but this could be great news for the wellness community, in light of the ongoing studies that have found Instagram to be the most detrimental social networking app for young people’s mental health.

“It’s interesting to see Instagram ranking as the worst for mental health and wellbeing.  The platform is very image focused and it appears that it may be driving feelings of inadequacy and anxiety for young people,” said Shirley Cramer, chief executive of the Royal Society for Public Health.

The Economist reported that while social media gave users extra scope for self-expression and community-building; it also exacerbated anxiety and depression, deprived them of sleep, exposed them to bullying and created worries about their body image and “FOMO” (“fear of missing out”). Studies show that these problems tend to be particularly severe among frequent users and young adults.

In fact, studies have shown an increase in major depressive episodes from 8.7% in 2005 to 11.3% in 2014 in adolescents and from 8.8% to 9.6% in young adults. The increase was larger and statistically significant in the age range of 12 to 20 years, arguably social media’s key demographic.

So the question becomes:What are some tools we could develop to help mitigate the negative effects of social media?

For this year’s Mental Health Awareness Month #GroupDyynamics presents: @YOU Liked Yourself, a two-hour event that corrals peers of the creative industry and successful leaders in the wellness fields to discuss the issues that impact our global community.

Would love for you to stop by if you’re available! Happy to arrange a time for you to speak with any one of our panelists!
About Dyynamics:
 

Launched in 2016, Dyynamics is a niche blog committed to profiling creatives from all walks of life no matter their gender, race or sexuality in order to showcase cultural diversity as the force that lends to the progressive development of humanity.  The site content includes Q&A’s with visual artists and burgeoning musicians, long-form features on enterprising aesthetes, and detailed recaps of sought after events and travel destinations. Our mission is to focus on “more culture, less news”. Our goal is to connect the informed taste-maker to the people who create or purvey contemporary culture.

 
About the Panelists:
 
Bronx native Annya Santana was driven to start a clean beauty brand in response to the lack of transparency and diversity within the beauty industry. Her line “Menos Mas” promotes a lifestyle where less is more and skin care is regarded as skin food. The brand’s goal is to provide a space for the diverse community to celebrate health from the inside out.
 
Liana Naima utilizes energy work. breathwork. vocal release and mindfulness meditation in her practice to silence the mind and induce a transcendent state for healing. 
She has a BA in Philosophy from Bryn Mawr College. M.Ed. from Hunter College. and is a trainee of the Mindfulness-Based Stress Reduction (MBSR) program. 
As an energy worker. she is a certified White Light Reiki Master and Vortex Energy Healing® Practitioner.  
 
Model, influencer and self-love advocate P.S.Kaguya dedicates herself to creating content and building a personal brand that promotes the unfiltered expression of individuality in the hopes that others will gain the confidence to do the same. 
 

Actor and comedian Benito Skinner has come a long way since starting his YouTube channel at the end of 2016. What began as a creative outlet quickly gained an excitable young following, with the comedian’s short one-man character sketches and pop culture parodies embraced as a welcome antidote to the relentless news cycle. “Laughing has always been my way of feeling a little better about things,” he adds. As straight men continue to dominate the international comedy scene, Skinner offers a welcome alternative — and young people are responding in large numbers. With over 477,000 followers on Instagram and more than 110,000 subscribers on YouTube, the multi-talented actor is paving his own career path. 

Anne Welsh

Interview with Instagram influencer Anne Welsh

In simple terms, Anne Welsh is a hard-working, fashion-driven mum, who shares her lifestyle and experiences of positive living on Instagram. But she is also much more than that. The former Chairperson of the UK Sickle Cell Society and Founder/President of ‘Arise Consult’ is a passionate advocate for people with chronic illness.

Anne influences many people with her fashion style, travel and lifestyle in general. But sharing content of her everyday life has resulted in her gaining nearly a million Instagram followers.

Prior to becoming a social media influencer, Anne had a formidable academic career focused on obtaining an Accounting and Finance Degree as an undergraduate and then attending the prestigious ‘Cass Business School’ in London to complete a further Master’s degree in Investment Management. Before founding ‘Arise Consult’, her career roles included Vice President at New World Capital and Senior Vice-Associate of Marketing at Investment Bank, Lehman Brothers and Neuberger Berman.

Being a mother has changed Anne in many ways, but especially in her views on ‘compassionate’ fashion for women. She shares her advice to future bloggers and reveals how she became an Instagram influencer.

Anne, how did you build up the huge following you have on Instagram? How did all start?

I must say it wasn’t an easy start. It was a journey that still continues every day. Firstly, I had an aspiration to be an influencer and role model for family living as well as for people who are challenged by chronic diseases; however, I was not exactly sure how to achieve that goal.

I researched multiple platforms and the right platform for me was Instagram. I have now been involved with Instagram for two years and the platform continues to improve in allowing users to post with more sophistication and gain more followers. I find that I can directly approach anyone in the community and learn from other people’s experiences.

A theme that has always permeated my story boards is to promote the awareness of sickle cell disease. As a sickle cell sufferer, I felt obligated to tell positive and uplifting stories that would inspire others to achieve great things in their personal lives. I also found out that this positive approach to life has been embraced by many people living ordinary lives, but who are looking for a ‘new spark’ or who may be facing personal challenges outside of their control.

Building my Instagram following was not something that happened over night. You must post regularly and gradually; through comments and likes, you become to understand what people like and prefer to see posted. Improving on the posting experience is an evolutionary story. Be patient, as success is unlikely to happen quickly.

What are your posts all about and how do you interact with your followers?

My posts are usually centered around my personal experiences; travelling, beauty, fashion and lifestyle, with an important focus on health. Fashion is almost always a part of my posts and I get to work with my children and family on these aspects. Styles & certain fashion looks become my form of communication, an expression of my femininity, a way to find new statements and rediscover myself. That is why I love to showcase fashion and beauty aspects.

Sharing travel destinations is typically another function of my job description. I am fortunate enough to travel to many places internationally as well as locally across the UK. London itself is a world class destination with so many great photo opportunities. When I am at a location it requires significant schedule and logistics planning so that I can fit in business meetings between getting to photogenic sightseeing locations. Sometimes this can be very difficult to accomplish, and discipline is the key.

I am also happy to show some details of my family life, specifically woven around those interesting moments I share with my kids, my nieces and nephews and the family’s daily routine. I have found this part of my postings to be very popular. I am sure my followers encounter many of the same challenges I do with having a family, so it is a common bond we share.

What is your partnering philosophy with different brands?

I am very selective with brands. I usually accept invitations from only a small percentage of the brands that approach me. The first hurdle for a brand that seeks collaboration with me is I must love the product or service. If I don’t hold that passion it will come across to my followers as not very genuine and this will not achieve the marketing results of the product. When I post something which includes a brand, it is because it is the best in the sector.

Another key aspect of my personal brand, Anne Welsh, is that I interact with my followers. I work diligently to keep them updated and I personally respond to many of the questions I am asked. This level of interaction is actually a key requirement of the clients that approach me.

What is your best advice for people who want to become Instagram fashion or lifestyle bloggers?

My best advice for anyone who wants to be a lifestyle or fashion influencer is to be yourself. I think the only way to achieve success is to be original and at the same time be able to translate that originality into your own distinctive brand that companies can see as being useful for their business.

My passion for my family, the fact that I suffer with sickle cell disease and where I live have all been instrumental in developing my original offer. I would also follow-up that to say this is a very competitive market and clients are becoming much more savvy in how and at what level they pay Instagram influencers.

Using the fashion theme as an example, I consistently showcase my ‘Passion for Fashion’ and prominently display my latest looks on my website and on my Instagram page. You don’t have to have a million-dollar wardrobe, but you have to be thoughtful in what you purchase and research how these pieces can be recycled in unique ways.

Do you have any special projects coming up?

I have a very special project coming up, that is so dear to me. It has been my absolute dream for the last ten years to complete a book that improves the awareness of Sickle Cell Disease. My greatest influence will be to showcase to sufferers that your quality of life can be improved; that there is hope. The book is a memoir of my life, and the daily challenges that I have faced and how I have overcome them to be where I am today.

The book will be released on 19th of June to coincide with the United Nations Sickle Cell Day.

Why having a social media platform is right for your business

The one thing entrepreneurs, small business owners, large and small corporations around the globe have in common is the desire to grow and thrive in their line of business. In the last decade alone social media has significantly changed how people connect and communicate, with approximately over 2.4billion users worldwide. Keeping this in mind, growing one’s business simply boils down to building a strong brand online because that’s where the consumers are.

Let’s go through a few ways in which social media is good for business.

Allows you to adapt to shifts in consumer attention

Prior to the social media boom, businesses would communicate to their potential customers by paying to have their commercial ads on magazines, radio, and television. The non-free element of these platforms made it more difficult for startups to reach an audience and most would rely on ‘word of mouth’ to market their business. Today, online platforms are free, interactive and have an uncanny ability to reach a niche audience. As a business, you can constantly use surveys to find out if the consumers’ needs have changed or evolved and develop a marketing strategy to target your audience and meet their needs.

There is a lot of demographic data readily available on social media networks; analyzing this data can help you develop marketing tools that your audience is better likely to receive.

Social media is interactive

Social media allows you to have real-time interactions with your customers, and you can respond to comments and questions on your brand while on a grocery line or having a coffee. There are many existing online platforms which one can use to interact with consumers making it difficult for businesses to survive on all of them as this requires time. Which begs the question, how do I identify the right social media platform to use?

• Choose a platform your customers are on: A business should only exist on a platform that their audience is in to ensure value adding interactions. This allows you to ‘cull the herd’ in a manner of speaking, access and respond to your target consumer needs

• First, ensure your marketing strategy is better than your competitors and apply it on a platform that is comfortable for you. For example, if you are unable to create compelling short ads or hire someone to do it for you then twitter may not be the best platform to use; a business needs to play to its strengths. However, one cannot ignore core platforms which are essential for your business to be on such as LinkedIn and Instagram because of the attention such platforms receive.

• Choose a platform that allows you to have real-time interactions with people either through face to face marketing of group chats. This could be a strategic way to building lasting relationships and connections and leverage these connections for your business.

Interactive features like monitoring apps alert you to any bad reviews your business may be getting and allows you to respond adequately and promptly to avoid loss of sales and brand damage. It also lets you know how your competitors are doing, and this will enable you to make strategic business decisions if niches have been identified.

Offers many features

Popular social media platforms require the user to be active in order to gain a large following and subsequent likes. So, if you are unable to continually have an online presence, ‘cheat apps’ are your best bet. Let’s use the example of Instagram which is currently the most visited social network. The app offers individuals and businesses services such as Insta likes free which gives the perception that your posts are popular and value adding to your audience. Instagram auto likes are a good marketing technique in the sense that it is easy to use and time-saving. A business simply has to submit an Instagram photo or URL and go about day-to-day activities while the system ensures that you receive as the number of like you requested. This feature not only brings traffic to the products and services your business offers but also gives you an edge over your competitors.

Advantages of auto like services

• It is time-saving. Once you subscribe and choose a package that works for you, the system does the rest while you can focus on other ways of growing your brand

• It is a great tool for entrepreneurs. It helps build the client base as people are more likely to take time to look and follow URLs of popular posts.

• It allows a business to increase sales while growing and promoting it’s their brand. The free auto likes will get the attention of consumer who will in turn like and sometimes share the post. This increases the likelihood of getting lifetime customers and reaching new audiences.

• It is affordable. Some packages are free allowing business to save on monetary resources while steadily growing their brand.

Allows you to partner with influencers

A social media influencer is an individual with a large online following that trusts their judgment and can easily help you improve brand visibility. These group of people often guide their followers purchasing choices by simply talking or sharing links and images about the products and services you offer. Since their opinions are trusted, your brand credibility soars, and this translates into sales.

In some instances business hit the gold mine and go viral through these partnerships. Consumers will share content they deem worthy with their friends and followers who will also do the same and before you know it your business has been exposed to millions of people online.

In conclusion

A lot has changed over the years; a business’s ability to adapt to these changes will determine whether it will succeed or fail. The use of social media to market one’s business is one such change. Social networks undoubtedly have a wide range of benefits to a company from increasing brand awareness to increased sales, and this makes it a vital component to business continuity.