Reminds me of many of the issues Malcom Gladwell addressed in his review of social media in the New Yorker: http://www.newyorker.com/reporting/2010/10/04/101004fa_fact_gladwell.

I think a good point that both commentators make, is that social media isn’t going anywhere and both sides are going to use it – regardless. For now, it’s just a matter of figuring out what’s happening when it’s being used, and what needs to be done because of that.