A genuine follow-up question is, "What is statehood?" By any accepted definition transnational corporations are not states. Even if you modify the moniker with the prefix net- it still feels wrong to me.
There are very few senses in which the "citizens" of Facebook share a common identity purely because they inhabit Facebooklandia. If anything, the citizens of Facebook are its shareholders, bosses, and employees. We can see this because corporate decisions most often intersect the desires and intentions of those three stakeholders rather than the desires of the customers. Also, even though it is a cliché beaten to death, unless you are paying for a service you are not the customer, you are at best a "user", at worst a productised entity.
Advertisers hold much sway in what content gets shown and produced.
Having said that, I agree with the author's thesis. If you want to reach hearts and minds go to where their eyeballs are – go to where they are plugged into the information streams.
I think we should reserve the term net-state for online/virtual sovereign groups of individuals and potentially bots that have some form of self-governance.