With all the preaching about interaction- speaking with your audience- it was refreshing and even a little startling to hear Chris make that statement.
Most "Social Media 101" missives do put listening up there, but I now think that perhaps we do not give it enough emphasis over talking (messaging).
It does make sense. Even in the go-go "pitch-pitch-pitch" world of PR, the more listening (and reading) we do before reaching out, the more successful we are.
Do we need to put more more emphasis on listening, even if it means talking less?