Exposure is Not the Same as Impact: It’s Time to Stop Using Impressions to Measure Value

What are Impressions? Impressions are the number of potential eyeballs on your story or social media post based on estimated readers/viewers of the outlet/source. In 2019, impressions are laughed out of the room. It’s not uncommon to see impressions in the billions. There are 7 billion people on earth: about 1 billion of them don’t have electricity, and most of the others don’t care about your article. If you have 1 billion impressions but you walk out