Touche. But you miss that not all social media (e.g. blogs and forums, instant messaging) are "social media platforms".

Also, the trick doesn't work with social media platforms in the same way. Rupert Murdoch bought Myspace, where is it now? He didn't get the same control and power he got when he bought The Times and The Sun and could tell the staff who wrote the content what to say to their passive readers.