I see the challenge of answering "why?"
- Why do we need these tools? For broadcasting information or for customer service?
- Why does one group use it but another doesn't? Should every group/individual be mandated to get social?
If there aren't clear answers to these questions before you start, it's easy to be headed down a dead-end road.
@Kathleen - I think the digital divide is actually shrinking. With so many of the social media tools available on your phone (you can text to Twitter if you have a dumbphone like mine), and even low-income communities having mobile access (often as their only access to the web), the big divide is typically at work over who is using it and who isn't.