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Social media are talk technologies. They are the means of production in an age of communication. They aid in the production and exchange of knowledge and information and culture, based on human interests. They are media in which people see themselves represented. Their impact is as much psychological and social as it is technical.
In recent years, social media have come off the page. Social tools have become more talkative, obile, and real-time. They have taken a conversational turn. And as these social tools increasingly facilitate relationships and communication, their role in these deeply personal and social dynamics has become a matter for design. The need for a deeper understanding of the fit between tools and social interactions calls for a new design practice. This is social interaction design.
Source: http://www.slideshare.net/fred.zimny/sx-d-principles-of-social-interaction-from-adrian-chan-2012