Don’t get hung up on the technology, said Edelman’s Marshall Manson. The issue is about community (or tribes as Seth Godin puts it). It could be a knitting community or a war game community. The key is relationships and shared problem solving.
But technology drives group forming around shared interests. We need to rehumanise communication: by being authentic, transparent, and personal.
PR Studies 
So, so, true.
It’s great to know that Edelman, perhaps above any other agency, recognise this.
I loved the way you picked up Tribes. Just slipped it in alongside Publics, Stakeholders, Social Segments and User generated groups.
Nice.