Sometimes the answer isn't 'Going Big'. Rather than build new centralized platforms that will inevitably fail in proportion to their user base. Choose 'protocols' that can naturally scale and deliver the best for every person. Smaller tight knit communities 'on your own terms' that are user-first is the future of social media. Facebook's goal is not to 'connect the world' their true goals lie in their business model 'to sell your data to advertisers'.
The Fediverse tries to put social networking back into your hands, just like email and websites - it's based on the #ActivityPub protocol that's internationally accepted and works according to your needs and not to some advertiser's! Pick any server or host your own. You can set the rules.
The irony of it is that this drive by governments to want to try control privately owned centralised social networks, will very likely increase the move to smaller more decentralised and federated social networks, in much the same way the laws of economics drive markets around the world based on supply and demand. The options are already all there and being used by many around the world. IRC for example is over 30 years old and still going strong. It's the reason that Mastodon came out of nowhere and is so busy today too.
Sometimes the answer isn't 'Going Big'. Rather than build new centralized platforms that will inevitably fail in proportion to their user base. Choose 'protocols' that can naturally scale and deliver ...