There is, I think, a tendency for journalists to over-complicate social media and how they talk about it. Somehow they makes something which is fundamentally just about talking to people, well, hard. Look at the recent kerfuffle about the WSJ guidelines for using social sites.
There is a remedy for this. [And Ryan has just published it](http://ryansholin.com/2009/05/15/recommended-social-media-guidelines-for-reporters/).