Abstract: A method and apparatus for guiding interaction with a subject person, for example a customer. Data relating to prior social activity of the subject person is obtained, for example from stored emails, social media, and the like. Based on the data, a determination is made of a set of personality traits of the subject person, a social networking status of the subject person, or both. The determination may include whether the subject person is a potential advocate or detractor, or a potential impact of the subject person. The subject person is categorized based on the determination, and a set of parameters for guiding interaction with a subject person based on the categorization is provided. Proposed outgoing communication can also be assessed for personality traits being conveyed, and noncompliant traits can be automatically identified and adjusted.