We live in a time where social media has fostered an entirely new level of transparency. Many have embraced it and figured out how to make it work in their favors, while far too many still don’t understand the potential – the possibilities of harnessing social customer service as a branding asset, and the potential disaster of trying to close one’s eyes and pretend it’s not there. Remember that dream in which you’re standing in a very familiar place in your underwear as everyone’s looking? Yes, we’re there.