One more time around for this August PRSA Tactics article about thought leadership and the common characteristics of people who successfully portray it on the social Web, and elsewhere. I received some nice comments and additional ideas from readers on this article which is located here on the Public Relations Society of America Web site. My thanks to everyone who contributed. Have a look and share your thoughts as well.

A common thread among the comments is the notion that true thought leaders are not chest-thumping know-it-alls who lift themselves up while being condescending to others. We’ve all experienced some of these. The point is that creating community and content that others value while potentially aiding your own purposes (such as attracting attention to your brand, product or service) requires simple etiquette and some personality. Thought leadership – or whatever you might like to call it – is hard to achieve if your head is in the clouds.

A variation of thought leadership I didn’t include in the article regards “positive controversy,” or offering a contrarian view of a popular topic or issue. Sometimes assuming a little risk to voice an unexpected or less supported opinion can draw more attention to you or your cause and help key messages spread. Going this route incessantly would get old and turn many people away, but used tactfully it has merit.