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