Social Media Projects and Relationships

In working on our client social media plan I have been struggling with defining what the relationship is I want to promote with my plan.  I find the relationship aspect less exciting than the potential a social media tool would have as a resource both for my museum’s stakeholders and a wider audience.  What type of relationship is a collective research project, say like wikipedia promoting?  It doesn’t jive with my idea of a social relationship.   If these tools can be successful (and I’d say wikipedia is) sans relatioships, do we need to plan for relationships, or for intended use?