To really get to grips with the debate I've decided to adopt an initial negative view towards social media technologies and their evidenced, positive impact on design, media and creativity based businesses.

I'm going to look at examples in three key sectors of:
Media content and distribution
Design (product) and innovation
Knowledge - spanning training and higher eduction

Beyond these sectors I will also consider the impact of social media tools on promoting and building bigger business, profit, brand awareness and loyalty through clear and obvious advertising and more subtle or hidden techniques.

The main reason for this initial negative stance is in response to the incessant stream of news reporting a lack of coherent business models and of evidence of profit generation by even the most high profile, global businesses in this new digitally connected age. However, by taking a negative stance I expect to uncover at least a handful of examples of good practice whereby social media tools and opportunities have been identified and exploited leading to business success. The crunch will be whether this transpires to be the exception or the norm.

Thoughts: Are social media tools actually damaging more businesses than they are helping by creating constant noise and confusion?

If the tools and platforms can be used effectively for business what are the simple rules of successful use and deployment?