Email gangs come together - and go away again.

More blogging by Britain's MPs and ministers is likely to reduce politics to the level of a webchat.

Social media is less about searching for new ideas than it is about brand building and loyalty. But brands need more than loyalty to remain competitive, especially in a recession. The excitement in social media might turn out to be an unfortunate diversion away from the necessary task of having to invest in the long-term. If that turns out to be true, we may all become more disloyal because of it and decide to shop elsewhere.