I suppose it was predictable that some newspapers would pour scorn on Birmingham City University's MA in Social Media (check #masocialmedia).
At Sunderland we are working hard on our new MA in Public Relations. Naturally, the need to understand the impact of social media is at the heart of the programme.
We are not offering an MA in Facebook. But we do believe we would be failing our students badly if social media WASN'T a key element.