In Chapter 7 of 19 in his 2011 Capture Your Flag interview with host Erik Michielsen, pop culture writer and editor Mark Graham shares how the blogging commenter culture he discussed in his first Capture Your Flag interview is evolving across online social media. Now working at Viacom's VH1, Graham finds onsite commenter culture insufficient to build fan and viewer relationships. Social media effectiveness also rests on individual outreach - going to fans and viewers where they tweet, update, and blog - as well as engaging in a quid pro quo game of reciprocity. Graham is currently a senior editor at MTV Networks. Previously he worked in editing and writing roles at New York Magazine and Gawker Media. He graduated from the University of Michigan with a B.A. in English.