[Skunkworks] are networks cashing in on the social sites?

last week there was a hot toic going around in nairobi and naturally it was also all over twitter and facebook. Interestingly withing a few minutes on twitter there were alreay over 100 updates on one trending topic from Kenya which means there's quite a following( pun intended). So there's clearly uptake of these sites in Kenya but as of yet haven't seen any local networks try to cash in using sms to interface with them... so will any take it up. The only sign I've seen is that on Zain you can get google calendar updates via sms.