I'm not sure how to feel about brands jumping into the social space and actively seeking out customer conversations. There's so much good that can come from it, so much a company can learn from its customers, so much fun that can be had... But the realist in me knows that the sooner we learn to measure all this "good stuff" and link it back to practical business benefit, the better. Because some mid level Exec in Company X isn't going to look at "fun", he's going to see spend and cut it. My other caveat, is that diving into conversations based on keyword scanning can appear amazing insightful or amazingly intrusive and brands need to get their kicks now, because when there are 100 fun brands in South Africa doing keyword scanning and diving into conversations on 100 broad product lines. Well, either they're going to run out of product or people like me are going to get swamped in free stuff. That aside (I like to tone any social media comment