"freedom of speech" refers to specific legal principles related to what kinds of reprisals the US federal government can take against you for speech (fun fact: there are types of speech which can send you to jail [0]). It has nothing to do with what kinds of actions society can take against you, or private citizens, or private institutions.
This is an article about astroturfing.
[0] https://en.wikipedia.org/wiki/United_States_free_speech_exce...