Think about it.

• Your widget - is it a conversation?  Or a tool?
• Your blog - is it a two way conversation? or a publication?
• Your "viral video" - is it part of something greater? Or a tactic?
• Are your listening, monitoring or measuring the conversation? Or none of the above?
• Your influencer relationships - are they relationships, or paid friendships?
• Your "blogger outreach" - are you forming a relationship, inviting their participation as a two way street? Or are you sending a form letter pleading for free distribution of your campaign?
• Are your campaigns executional? Or are they part of a broader relationship-building effort?

The key differentiators:

• Are you making a statement or participating in a conversation? 
• Are you:
  
  • a conversational brand,
  • a social object,
  • a broadcast message or
  • a social enabler?
    • Do your efforts reflect this reality?

The truest test of a brand's commitment to a relationship:
Does your customer support online, on the phone or via mail/email offer to same level of support as your social/twitter team, marketing agency, social agency or pr agency?

Key Takeaway: It's easy to care about a relationship in a silo.  It's much harder to commit to that relationship across the board.

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Inspired by Joe Jaffe's post and the follow up discussion with Craig Daitch in the comments.