You only have to look at some of the content analysis studies of media to see some terrible trends. If news correspondents with 500,000+ twitter followers adopt a social media model in their discourse, it becomes more about the churn than the value of the actual news piece. It's the same idea with Facebook, Twitter or whomever for the average net denizen. Like they say, the easiest way to get a question answered on the internet isn't to ask the question, but to post the wrong information. That pretty much defines the concept of "unSocial media".