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Although this post was not meant to be just for online strategies, subsequent ones will be. Monitoring tools have a definite place there. For off line, I use that antiquated stuff called feedback.

My views on advertising are quite famous already. It's by and large broken, particularly online. We have an opportunity to figure out how to design customer conversations or content sponsorships that do not detract from the experience.

Participation is also something I've written extensively about. It's the vehicle that allows us to "develop a relationship through conversation."

I'd add something very important: use monitoring tools (disclosure- that's our biz) to listen before engaging. This isn't advertising or pitching, it's participation. Done with respect it can be incredibly valuable, otherwise there is the equal possibility of doing damage.

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