Here is another piece on design and the social media.
David Armano looks at "social media" as a design problem and notes that Wikipedia describes design as;
" The planning that lays the basis for the making of every object or system. It can be used both as a noun and as a verb and, in a broader way; it means applied arts and engineering. As a verb, "to design" refers to the process of originating and developing a plan for a product, structure, system, or component with intention."
So maybe it is time to approach social business by design.