Are digital media like hammers or France?

The question was presented last class whether digital media is more like a tool or a place.  It was used in context of the election and whether used this "tool" better or maybe conquered this "place" in effort to being elected.  This question struck me as very interesting and I think both points of views could be clearly argued for.  

This question does not change in the face of competitive businesses.  Should a business take the outlook of trying to best utilize digital media or try to conquer digital media?  It seems to me that most businesses take the view of digital media as a tool, and want to utilize it to maximize their business and presence.  However, would they be more successful if they view it as a place, and their goal was to create a dominating presence to take over the digital media "place."  

I am curious to hear your thoughts and opinions on the subject matter.