Or you would have to incorporate the token in some kind of way on these platforms that gives it an ingenious use-case.  Steemit has attempted to do this.  That's a utility token. 

They way i incorporate the itz token for a publishing platform is by making all sales in itz.  everyone can use the platform for free.  But to buy or sell it has to be with itz.  And the reason i want a minimal amount of itz to be in the wallet in order to even get into the platform is so that people will have to at least buy some, even if they don't spend it.  But with it right there in their wallets, they'll be more likely to impulse buy, which is helpful to the authors, who will then be more likely to stay with the platform.  it all works together.  So the token has real value because of this use-case.