Every now and again, a reader leaves such a well thought out, effort-laden comment that it deserves a lot more attention than it gets in the comments. Landi Groenewald from DigiVox did just that - so let me continue the debate on commodity service brands and social media using her comment to riff off. See her original comment on this article . LANDI : We believe however, that the point is to be transparent and relational, and therefore honest. ANDY : Yes, in a perfect world. But the sooner social media providers realise there are company's that don't HAVE to care, and therefore shouldn't be in the space, the better. I'm just worried the Twitter/Facebook is being punted as a cure-all, to everyone. Where that line gets grey is commodity brands. Make no mistake, I think they have amazing opportunities in the education / sponsorship coverage areas, but that has to be carefully weighed up against the fact that they'll immediately attract a lot of attention, purely d