Steve is a CCOM practitioner who understands the nuances of a communication strategy. In a recent meeting with members from the executive leadership team, Steve comments that "we might reach a lot of people with our Twitter postings, but does that help mobilize people to be advocates for our brand? That's what we should focus on." The last part of Steve's comments reflects an emphasis on _______ rather than ______ in CCOM efforts. options: Harmony, efficiency Effectiveness, efficiency Efficiency, alignment Integration, effectiveness