If there was ever a need to argue that social media is not some sort of passing fashion for “young people” then look no further than the business groups on Ning — an online platform where people can form their own social networks.

Among the Northern Ireland groups are the Institute of Directors. NI Crunch Talk has almost 300 members from business, politics, arts and the voluntary sector.

Joanne Stuart, chairman of IoD NI Division, launched it as a response to the economic downturn to provide a platform to bring business people together to share ideas and talk through challenges and successes.

“RSS feeds, updates from the activity at Stormont, and video content provide a single point of reference. Anybody can post blogs to stimulate discussions. We also use chat room functionality to have live online discussions with local Ministers. This provides business people with the opportunity to put their questions directly to the Minister,” she said.

Since its launch the IoD has run “live chat” with Invest Northern Ireland’s chief executive Alastair Hamilton and politicians Jennifer McCann, Sammy Wilson, Conor Murphy, Sir Reg Empey and Margaret Ritchie. The questions are informed and detailed. Here are just two Sammy Wilson, then Environment Minister, was asked.

“Minister, draft river basin management plans seemed to lack methods which demonstrated how effective the plans would be. Will NIEA be taking forward this work programme before December 2009?”

Planning Service on Conservation areas: “Great importance is attached to the preservation of the existing character and appearance of such areas allied to the promotion of their economic well-being.” Why is no action is being taken against developer blight?

The transcripts remain on the site — so to get both the questions and the answers visit http://nicrunchtalk.ning.com/.

Davy Sims is chair of Digital Circle, the representative body for the Northern Ireland digital content industry. He blogs at davysims.com.