I think the primary contrast is with the prevailing narrative that goes something like this: "These narcissist kids are just obsessed with Instagram and Faceboo

I think the primary contrast is with the prevailing narrative that goes something like this: "These narcissist kids are just obsessed with Instagram and Facebook and if they stopped sharing selfies they'd be fine." Social media to the general public = Instagram, Facebook, Twitter. By contrast, many adults would think of school-related apps as "like work", so ok.