When Twitter first launched I thought it was suspect. Too easy. All media latched on and promoted it to no end. Facebook too. Many organic grassroots media were shunted, bought or shut down.
It took a bit of time and planning. Some money and investment.
“...Many organic grassroots media...”
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You said “organic”...
I’d guess DARPA, “Lifelog”...
https://steemit.com/discussion/@boodles17/is-facebook-dervived-from-darpas-lifelog-project