In another of our ongoing discussions about social media and its impact on the travel industry, we discuss the ability of social media to memorialize conversations. This creates a long tail of information. What was embarrassing a year ago is a gift that keeps on giving - pouring salt into a wound that never closes. Yet so many firms with significant resources and good brand names are putting a lot of risk into inexperienced hands. The fallacy of treating social media as a task to hand off to an intern or other inexperienced staffer has generated a lot of examples of what not to do. Its unfair on the intern and downright dangerous for the brand. IAG's Steven Frischling and Pamela Johnson, president of PJ Inc. Public Relations explain why and cite examples.