"Is there any more interesting way to think about the topic than the loose and impressionistic manner that it is currently framed?" Of course there is. And the doscussion is just getting started.

A PR piece version of Rhetoric 101. Useful and revealing for the language the authors use to frame their version of social exchange - even while they hold themselves up as non-experts.

"People aren’t lured into relationships simply because you cast the bait to reel them into a conversation.

"Sincerity extends beyond the mere act of creating a profile on Twitter or forming a fan page on Facebook or a group on LinkedIn. The dual definition of transparency serves very different forms of both genuine and hollow separated by intent and impression. Relationships are measured in the value, action, and sentiment that others take away from each conversation. Talking “at” or responding without merit, intelligence, or quality grossly underestimates the people you’re hoping to befriend and influence.

"If participation were this simple, then perhaps everyone would excel as a Social Media “expert.”'