Campaigning has been an Oscar staple for years, even predating social media. It's one of those open secrets in the industry that no one really bats an eye about it anymore. I mean, there's grumbling about how someone can be so pushy and bullying (Weinstein), etc., but there's really no "pure" winner in terms of just being recognized for their nominated work.
Harvey Weinstein, Melissa Leo, Leonardo DiCaprio, Anne Hathaway, Eddie Redmayne, etc. Heck, as much flak as Anne got during the awards season where she won for Les Miserables, Eddie was just as thirsty, if not way thirstier than Anne, when he was the frontrunner for TTOE. Sometimes, not campaigning actually hurts their chances of winning - see Emanuelle Riva vs. Jennifer Lawrence.
It's a necessary evil, for all these artists, to do the schmoozing. If they want that "Academy Award Winner" intro on future movies and a nice bump on their salary.