The Washington Post recently published an article questioning the efficacy of online advocacy. Their words conjured visions in my mind of the late 1990s when the key metric of success for dot-coms was the number of people who bothered to show up at their web site. What hasn't changed in the last decade is the human tendency to equate popularity with success. But to achieve true impact, communicators must move beyond the proverbial count of eyeballs to a measurement of actions that leads toward specific goals.
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