Many times have we written that social media is a place for having fun and for light-hearted entertainment. As you may know, we did an analysis of the Pokemon Go phenomenon, the presence of pornstars on various social channels (and how they rock it), answered crucial questions like “Do music festivals’ lineups suit their fan’s needs?”, and gave advice on how to hijack social media during various sports events like the Super Bowl. Hell, we even tried to predict the results of EURO 2016 based on Facebook data. Nothing but fun. But is any of it important at the end of the day? The thing is – it’s not. Not as much as the media, who cover such stories as “How Oreo Won the Marketing Super Bowl With a Timely Blackout Ad on Twitter” want it to be.