Amid the cacophony of information about social projects, how do we call public and philanthropic attention to
our cause? As this article explains, organizations must build and leverage an actionable audience, and the best
framework for this is a three-stage pyramid model of social media–based strategy: reaching out to people,
keeping the flame alive, and stepping up to action. But, warn the authors, do not chase attention at any cost:
if we focus too much on gaining the public’s attention, we risk losing sight of our mission and accountability.