The problem is that pre 2010 social media, the internet was still using stuff like individual forum boards, and had stuff like Livejournal going on which was its own version of social media. With the creation of the iPhone and putting the internet in our hands with smartphone tech, they had the tools to control us easily.
Now a lot of people use Facebook to create subject groups, so there's no need to make your own site. You can make calls on messenger, watch videos and share media, it's a complete package. Twitter has its own version albeit utterly shit. Tiktok and Instagram etc all keep our attention, and the social media overlords control where we are on the internet; it has been shrunk down and it's costlier to create you own forum space, with hosting etc. They don't want us doing that because there's nothing in it for them if they don't control it.
Smartphone technology was both a blessing and a fucking curse. We can't do shit about it, because the folks who own it all, control the people who use it. You might say you want to stop using social media, but you can't if you have family on there who rely on it for connection to you. Once you've gotten invested in something for communication, it's incredibly hard to let go.
I don't use FB, twitter, tiktok, Snapchat or the like. I have an Instagram account because I like looking at dogs, and it's the one way that I keep up with my friends. I use WhatsApp because my immediate family rely on it for communication. I wouldn't use it otherwise.
We need to move away from centralised social media, but it won't happen because people are too reliant on it. It was designed to be addictive and necessary in the online world.