The Mass Audience is made up of individuals, and good Advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone.

- Fairfax Cone, of Foote Cone & Belding, quoted in John O’Toole, The Trouble with Advertising – 1981

If writing from one person to another is great ad copy-writing, then real one-on-one engagement is great PR. The best social media campaigns are built on real one-on-one engagement.

Being platform agnostic, how many people have you taken the time out to speak with directly?

The above photo was taken when I went on my journey to Mecca for the Hajj in December of 2006. In the crowd of all the people worshiping, I found this man in his own moment of engagement with his Creator.