Used to be my analogy was, okay, so little humorous posts, photos of cute animals, and short updates from friends is a pretty solid social media, like Coke as a beverage. Which is why people try to sell you Coke as a way to make red velvet cake or degrease engines, anything other'n actually drink the stuff.
Except now, Coke is new Swasticola and everyone's trying to decide which generic supermarket version they would prefer. Big K Cola? Never heard of it.