Ghostwriting and Bill Sledzik

The drama around ghostwriting blogs continues with this post from Bill Sledzik. I definitely don't feel as the purists do--ghostwriting is 100% wrong. I do feel, however, that putting out overly refined messaging via social media is dangerous, and probably not effective. The best brands let the conversations flow, they don't try and force the conversations on their communities. Anyway, what do you think?

Is social media changing communications or not?

A fascinating debate is developing in social media: Social media is changing the foundations of public relations versus social media is just another vehicle to deliver a message (the fundamentals are still the same. You get two posts for the price of one today. The first is from Bill Sledzik from Kent who argues that much of what we see in social media is PR 101. The second is from Amber Naslund who argues that social media is indeed changing how PR is practiced. Where do you fall?