Does Social Media Lower the Bar for Creative?

If a marketer relies on social marketing to help drive awareness and driving consumer behavior, does it lower the demand for good creative?

I read an article today over at AdAge.com by Pete Blackshaw titled ‘Who Owns Social Anyway?’ and enjoyed one thing in particular in his article.  Pete pointed out the left-brain, right-brain battle many of us feel in social media. 

For me at least, there is a desire to place some structure around our behavior and activity while simultaneously wanting to rebel and rail against structure in the pursuit of a social presence that is genuine and honest in the content and thus, often produced in the spirit of a just-in-time, get it our the door to share mentality.