Paul has followed up the article with a 40 minute presentation in which he elaborates further. Well worth a watch if you have time.
To summarise what Paul's getting at:
Social networks do not exist solely as a way to drive traffic to your website. They have value in their own right and do somethings better than traditional websites. As a result our sites need to support them and play its role in the ecosystem, rather than behave like spoilt only child.It's time for your site to play nicely with social media - article by Paul Boag
Social Media is a user experience issue - presentation video by Paul Boag