Another day, another social media scandal. By now, I’m sure you’ve heard of “Weiner-gate,” referring to the incident of Congressman Anthony Weiner sending an unsavory photo via Twitter. This incident is one of several high-profile fiascos that have played out over the last year, and I can guarantee there will be many more.

Of course, one of the many things you should get out of this is that you shouldn’t send dirty photos via social networks (um, duh). My aim here is not to point on the obvious or dwell on mistakes, but to point out that social marketing—really, per the consumers—has fueled the need for a good product, service and brand (personal or otherwise). And by good, I mean actually good. Not fake good. Not a product that breaks 10 minutes after you buy it. Not a personality you wear because it suits your audience. Transparency good. Something honest.