In the aftermath of the Boston Marathon bombing, a single Facebook user posted a message calling on people to go for a run of any distance in tribute to the victims and survivors of the attack. The post swiftly went viral, spawning a hashtag -- #RunForBoston -- that reached at least 3.8 million Facebook and Twitter users. That's a reminder that there's no substitute for a powerful, well-timed message, writes April Wilson. "One voice can reach more people than a big brand with a big budget and a big staff -- as long as the message is right," Wilson writes.

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