In my opinion, free speech only applies to the state as the state is not a product you can decide not to use such as Facebook and Twitter (from which you do not need free speech protection), that is the fundamental difference.

People should face no punishment other than the potential scorn of the public for their words. Say whatever you want, but be prepared to take disapproval for it.

Edit: I don't know how to explain what I said earlier but apparently I didn't get my point across so I'm going to remove it.