Look 'em in the eye.

The article offers the author's views on the impact of interacting through the web site www.facebook.com to the role of editors in helping people from different communities in 2009 in the U.S. She states that if editors give up their role as leaders of their community and use more of their time on the Internet, they allow people to think that their newspaper is of no use for them. She cites that editorial boards could not provide help to people through online forums.