The document discusses 5 myths and outlines a 4 step process for meeting organizational objectives through a website. The 5 myths are not described. The 4 steps are: 1) Profile website visitors, 2) Decide which of 5 tactics meet objectives, 3) Develop a strategy to meet objectives, and 4) Choose a technology partner to implement the plan. Key objectives discussed are listening, talking, energizing, supporting, and embracing.