That’s a really good point. I’d add to that: instead of performing well in a narrow domain and being able to scale just on that specialty, large orgs tend to diversify in order to expand into other markets and make more money. Those different business goals can be in conflict, like we see with Google’s ads vs search vs cloud vs AI.
Because social media is just that: media. They’re platforms for ads and marketing that are more akin to broadcast media with a parasocial interactive twist. Contrast that with social networking which facilitates connections between actual people.
At some point in the last two decades, those distinctions have blurred, often to great shareholder benefit.