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I find this question so hard to answer because I have trouble defining what "momentum" should mean. For most of my efforts, I would probably have to define momentum as better search rankings, increased response to outreach efforts, blog comment or follow-on post growth, etc. This can seem daunting initially in the b2b space (or more appropriately the for-profit to nonprofit space that I work in). However, I keep in mind that a business itself is not a people, BUT its employees are. Businesses don't retweet me or my employers. People do. The same goes for blog comments or whatever else.

As a result of this, I just have to keep in mind, like you said, what types of people my audience consists of and what they respond to. If I can keep focused on that, I think I have a pretty solid start toward building momentum.

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