Yes, specifically Australian Labor hate social media because while they are to the left of the overton window here, in reality they are a centre-right party pretending to be progressive. But social media is where the actual progressive people congregate.

This social media campaign though I believe actually came from a campaign by the newspaper The Daily Telegraph, which is owned by Rupert Murdoch's News Corp. Labor are always trying to placate News Corp media, and News Corp media still blatantly tell their readers not to vote for Labor. It hasn't worked for decades, but Labor seem to believe that one of these days it will be different (it won't).

So politically it ticks some boxes for them, helps them suck up to the newspapers that will always hate them, helps diminish social media spaces where their opponents (actual progressives) congregate, and generally demonising "big tech" does just play well politically here.