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Community leaders and organizers in this age are increasingly attuned to these shifts in technology. Many recognize the benefit of putting up a Facebook page, creating a twitter account and maybe logging a few reblogs on tumblr as a means to engage their audience. But too often the technology is seen as a strategy in and of itself. The Internet and social media, like fax machines, phone trees and the printing press before them, are simply tools, able to be used tactically to great effect.