Know your history. The original social media site was Whole Earth 'Lectronic Link, in 1985. It was created by Grateful Dead-heads to manage their long, strange trip.
https://en.wikipedia.org/wiki/The_WELL
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Notable items in WELL history include being the forum through which John Perry Barlow, John Gilmore, and Mitch Kapor, the founders of the Electronic Frontier Foundation, first met. Howard Rheingold, an early and very active member, was inspired to write his book The Virtual Community by his experience on The WELL. According to Rheingold's book, The WELL's Usenet feed was for years provided by Apple Computer over UUCP. The WELL was a major online meeting place for fans of the Grateful Dead, especially those who followed the band from concert to concert, in the late 1980s and early 1990s. The WELL also played a role in the book Takedown about the pursuit and capture of Kevin Mitnick. Founded in Sausalito, California, the service is now based in San Francisco.
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Anonymity is crucial.
John Gilmore used to show up at the Oregon Country Fair dressed head to toe in tie-dye. He said there are three foundations to Internet:
anonymity
authentication
anonymous digital cash
One of the most important talks I've seen is
Eben Moglen talking on Innovation Under Austerity.
Speaking to a room filled with the architects of the TCP/IP stack, he said it was a failure of the founders to allow the opportunity for (his words) 'a thug in a hoodie' to take the whole thing.
Facebook is where novelty goes to die. 4chan is where it comes from.