Pinko, to me (Tara) anyway, describes an approach to things including:

1. inbound, rather than outbound messages

2. making tools available for a community, then getting out of the way

3. being part of the community, not a tourist

4. being 100% authentic

5. advocating FOR your community to your company rather than the other way around

6. being 100% ethical

7. serving a niche, rather than the biggest possible demographic you can find

8. recognizing when you are doing a poor job of that and change

9. dropping the words viral, ROI, stickiness and monetizable from your vocabulary

10. never taking yourself too seriously