I especially noticed the twitter madness during the 24/7 ebola virus coverage. The newscast couldn't get Antony Fauci from NIAID/NIH or the director of the CDC to scream armageddon (and rightly so), so they decided to read alarmist drivel from the general public about their ebola fears. I guess when you can't get the experts to help you bend a story towards sensationalism, it is time to turn on the twitter tap. Whatever fans the fire and sells Dyson vacuum advert time is news.
I seriously suspect the social media thing is being embraced so much as news corporations figured out they were broadcasting placed advertising for the benefit of other corporations they already owned and people were getting wise, and the real people were on the web getting their news. Putting interaction from the public back in makes it 'seem' more legit. When my 96 year old grandmother tells me that the morning shows suck as the networks only have guests selling products (books, movies, tv) that they produce, and none of it is objective, I suspect someone else probably noticed too, as great grandma thinks it is 1972.