That’s a good question! At first, we were very cautious with those channels, because quiet period restrictions are pretty intense when your roadshow is (supposedly) imminent. Once it became clear that we’d be on hold for awhile, social channels were particularly important for achieving lesson #3 (telling the parts of our story that got lost in the larger news cycle) because we could control the message. Even more importantly, we could get our legal team to help us find the line between being as aggressive as possible without putting the company at risk. Which reminds me of a sixth lesson that I should have included: develop a good relationship with your legal team! We were lucky to work with an amazing legal team (in-house and external) and a truly incredible GC, which made dealing with even the trickiest communications challenges fun and super interesting.