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Common sense is a terrible demon. It has a way of insidiously whispering in our ear, telling us that the things we logically believe to be true, actually are and therefore there is no need to spend time and effort examining them deeper. We have to, instead, take action.

Social media is not always about life and death situations and the fight for freedom. It is also as amusing, subtle, endearing and light-hearted as the interaction of the crowd. It is this nuance which takes place on a personal basis which makes it so powerful, pervasive, important and has companies (and governments) running scared.

When your country is growing under a sovereign debt that’s 160% of GDP, you have no heavy production industry, your agriculture has stagnated and your main industry, tourism, has been under attack through lack of leadership and competition from neighbouring countries, the suggestion that a few Tweets might help save the day is ludicrous.