Today I caught an NPR interview from a few days ago with Clay Shirky, author of "Here Comes Everybody." I was installing a new Drupal site, and so listening with divided attention. Nothing in the interview jumped out at me until the last minute when Shirky mentioned social media has a tendency to favor phatic communication, a mode of communication with the goal of opening social channels between people.
When there are no rules, the second law of thermodynamics will come into play and the entropy of the system will increase. One way in which entropy increases is that, without any restrictions on communications among subsystems, communication will occur in an unrestricted way...
from Code Complete, 2nd ed. by Steve McConnell
The above statement pertains, in context, to software development, yet "Twitter" is what popped into my mind when I read it.