Egyptian democracy advocate Mona Seif says she used social tools to help spark the uprising in her homeland -- but she says her online presence didn't begin with her political beliefs. Seif says she created a Twitter following with innocuous tweets about her pets and family, but was able to leverage those relationships to spread revolutionary fervor. Marketers should take note, writes Bob Garfield: Social tools "are not about messaging; they are about relationships. Until you have established one, nobody much cares what you say."

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