Fetishizing "social" has become a major distraction, and we're clearly a country that loves to be distracted. Our job in the media is to use all the social tools at our disposal to tell the stories that matter -- as well as the stories that entertain -- and to keep reminding ourselves that the tools are not the story. When we become too obsessed with our closed, circular Twitter or Facebook ecosystem, we can easily forget that poverty is on the rise, or that downward mobility is trending upward, or that over 5 million people have been without a job for half a year or more, or that millions of homeowners are still underwater. And just as easily, we can ignore all the great instances of compassion, ingenuity, and innovation that are changing lives and communities.