Communication is an act of balance, fraught and uncertain.
We tend to assess via numbers, metrics, because they are easy to count. They are easy to massage into self evals and client reports.
But SEO is about getting eyeballs, not keeping them. One real conversation on Twitter is worth 1000 likes. And in the educational realm, engagement trumps recall every time.
Relationships are more important than information.
Engagement is more important than reach.
This is what unites my teaching, keynote speaking, writing, podcasting and consulting. Audience matters. They are people, not targets or levers, and we need to treat them that way.