Disclaimer, the nearest I get to social media is on MN. I don't have Fb, Insta, Twitter etc and the only other forums I go on are subject specific, so I've only seen it on here. I get that it may be internet wide. But where's it suddenly come from? What happened to talk to/discuss with/speak to/tell them? They were perfectly descriptive ways of indicating how an issue might be addressed, we didn't need a trendy phrase to replace them.
As you might have gathered, I don't like it!