Its refering to Hive as a social media protocol in the sense that it is significantly social media related under the categories described. Nothing is actually just a "social media protocol". But does it have enough features to be looked at under the umbrella of social media, that it does.
Almost all these categories are a function of the protocol and not of any Hive related frontend which is basically a website. But some platforms outside Hive attempt to claim that these things are a function of their platform. So addressing it all under the umbrella of social media can be done.
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But I do think @starkerz made a good point in referring to Hive as a platform vs. a protocol. Which one are you judging? Hive.blog is a platform whereas the blockchain is a protocol. Is it fair to judge the protocol against other platforms that don't have their own protocols? Pitting Hive, the protocol, against Minds the platform is apples to oranges. Why not judge it against Ethereum, which is the protocol. So, what we're pointing out here is the inconsistency. Either judge protocols vs. protocols or platforms vs. platforms. That seems to me to be a fairer comparison.
I hope you understand the nuance.