This article in WSJ finally points to the fact that social networking sites are not just for connecting friends and track of who is dating whom, but they can be developed into platforms for delivery of contents and ads. To sum it up quickly, "It is a channel, stupid."
WSJ article on social networking sites as delivery channels
WSJ seems to be paying great attention to this new platform, perhaps because it can make a huge difference in business to have social networks and social computing built directly into the delivery channel of contents. Their recent article on how social computing is making an inroad into research universities is a good example of how the trend toward Augmented Social Cognition research appears to be unstoppable at this point.
WSJ article on social computing in research universities