Don't try too hard to crack the code of authenticity. Sometimes reaching out and connecting to "the kids" requires more than constructing a seemingly fail-safe online presence.

"We're really focusing on reaching out to kids," is an expression I am getting used to hearing when talking with outreach coordinators at nonprofits. "We're trying to connect with young people by reaching out to them on the Internet," is often uttered in the same breath. "We're really going to connect with them when we launch our social networking site later this year."