article seems to suggest that social media itself is a driver or homicides rather than the context and content of whatever is in these communications which appear on social media that result in violence.

A wild misrepresentation of the article. It is strange to take "impersonal communications make aggression easier combined with physical isolation has an effect on violence" to be "Twitter is killing people"

To focus exclusively on the incomplete sociological perspective

Every perspective is incomplete. That's impossible to avoid, just because in this specific case you've decided to care about that fact doesn't make their article wrong.

would be to totally ignore the much more significant and empirically supported factors at play which go unmentione

They don't even to unmentioned.

OK so you're really at this point just looking for reasons to talk about rhetoric and complain they didn't write the entire article about xyz problem that's easier to discuss since it's already been sound bitten to oblivion. This isn't productive. Cheers.