I've done a fair bit of work with social media over the last decade. Literal paid-for work, experimental work, some artistic/project work, and a great deal of pushing content into social media. I live a lot of my life on broadcast, and have since the very earliest days of being online in the late 90s.
Marshall McLuhan was a Canadian philosopher and media critic. He died in 1980, so he never really saw the internet, but he did see the effects of radio and TV on the societies he lived in. There's a lot of his work I don't get - I've tried - but there's one maxim he had that makes sense to me; "the medium is the message". There are a lot of ways to unpack that, but one of the effects is that media, even when they have very small differences in technical terms, can have very big differences in how they're understood and used.
I'm thinking here not in terms of The Internet as a medium, but Facebook, Twitter, Livejournal, Dreamwidth, Twitter, Tumblr, Tiktok, and so on. Someone posted a thing about Tumblr a little while ago:
(Personally, I think the 17 year old sorcerers are some of the most balanced, self-aware, sensible people I've encountered, but never mind that.)
It's pretty clear to everyone that different networks have different characteristics. After much thought, I've found that the best way to represent these is as high-school cliques and stereotypes.
The US has much better archetypes here, and they're more widely recognised, so I'm rolling with that.
Facebook is the homeroom, the core class, or whatever your school called it; the central identity from which it's hard to get away. Anyone who declares they're not using it looks a bit like they're homeschooling or unschooling; people can see the merits, but still think it's a bit weird.
Instagram is made up of the popular kids; the ones who rule the social life of the school. There's not a lot of depth to what they do here, though.
Twitter are the smart, sometimes rather mean kids; the ones who can deploy enough sarcasm and wit to get away with stuff, but who aren't popular as such. The activists are here too (my year group had none, as far as I know, or else I was it, and I wasn't much).
Pinterest is where the carefully curated kids live. The ones who are conscious of social positioning, aware they're not at the top, and maintain their carefully curated images so as not to draw attention, unless it's to very socially acceptable achievements. Because teenage girls are sensitive to this stuff, and boys kind of aren't, there's a gender bias.
Tumblr is definitely weird kid central. The baby witches, the goblin kid, the harder-core gamers, and the guy who you're pretty sure has taxidermy as his main hobby are all in here.
Reddit is where the jocks and future frat bros live. /r/AskHistorians is like the guy who, for completely incomprehensible reasons, hangs out with the jocks while effortlessly acing every exam he goes near.
Voat and 4Chan and the like are where the hardcore bullies are, because Reddit doesn't let them be quite unpleasant enough.
Livejournal, as was, and Dreamwidth now to some degree, as well as people who maintain blogs, are the school newspaper and yearbook kids. They know a lot of stuff, and write a lot of stuff, and very little of it gets seen by anyone else, but sometimes something
really explodes.
Email newsletters are the poets. There's one or two in every year group; they can be seen scribbling furiously in notebooks, writing letters, and almost certainly wearing black.
Tiktok are the class clowns. YouTube is the theatre group. Soundcloud is the unofficial school band (there's one in every school, sometimes more, mostly rock in my era).
Discord and Slack are the out-of-school friend groups; the ones that have people from different schools. Not everyone has them, but the ones that do tend to consider them a lot more important than the in-school cliques.