Framing your social media efforts

When Chris Brogan speaks, I listen. This time I take issue…

“There are three main areas of practice for social media that your company (or you) should be thinking about: listening, connecting, publishing. From these three areas, you can build out your usage of the tools, thread your information networks to feed and be fed, and align your resources for execution. There are many varied strategies you can execute using these toolsets. There are many different tools you can consider employing for your efforts. But that’s the basic structure: listening, connecting, publishing.” Source: Framing Your Social Media Efforts

Why? I think publishing goes BEFORE connecting — your online brand is a big part of what people want to connect to, so I think you have to publish first [after listening of course!]. What say you?