YES
On one hand, the sociological tradition of the University of Chicago is mostly qualitative (interview, field research), rejecting statistics, which offers an excellent complement to the intensive quantitative data capitalistic social media get on their users. On the other hand, I’m not even sure they’d need to read Goffman; they could just correlate how profitable a user is with how many times they click on links, or on the "show more" button, or watch videos, per hour, and draw their own conclusions (links are bad, long posts are bad, videos are bad), without even developing a general correlation between cognitive resources and Goffman’s total institutions.