Of course "social media" are just one arrow in the modern quiver of information tools that are reshaping how seriously governments everywhere have to take the perceptions and concerns of the populaces they affect (their own and those that belong to other nations alike).

To overly focus on "social media" is to miss the larger point. UW is simply leveraging and enhancing the insurgent conditions within some populace or populaces of a country who's government one seeks to coerce, influence, overthrow, etc. We have a traditional bag of tools, tactics, techniques and procedures for doing that based largely upon the lesson's learned from various operations in WWII. Technology has advanced since then, but UW is the same. The question for the US as a whole is "do we appreciate how organizations such as AQ are counducting UW today with more modern tools, techniques and procedures to attempt to leverage conditions of insurgency among many dissatisfied populaces, primarily in the greater Middle East" (or do we simply lump them as a terrorist organization consisting of "Al Qaeda and its affiliates and adherents" as in the National strategy for Counterterrorism)?

For SOF, are we updating our own thinking, doctrine, plans, etc to more effectively leverage the tools of our times? For our policy makers are they updating their thinking, policies, programs, etc to more effectively advance US national interests in a manner least likely to provoke popular blowback or trigger a "resistance" effect among the affected popuulaces?

The times are changing, the tools are changing. Governments, Policies, doctrine, plans, etc are all lagging far behind.