The idea that we need to consider a "return on action" defined by quality of action was something that really stuck with me from Cindy's talk.
It's an interesting way of considering the value of engagement. We use the digital/social equivalents of mass awareness figures from the old world of advertising to measure success of campaigns in this space, i.e. likes, hits, fans. But always volume. The main problem with this is that apart from average time on site there arent' many metrics that meaningfully measure engagement unless an action is required.
Going to start thinking about building actions into the work I do. I feel like we've made a move in this direction with the work we've done on Parents for Playgrounds, but we could do so much more!