Big Social is broken and cannot be fixed because each social network is owned by one corporate entity.
They control the communications infrastructure, the features, the relevancy algorithms, and the publishing.
They own your virtual self because they own your personal data.
As I said: how data is organized, social organization follows.
This is the fundamental flaw of Big Social.
Why Big Social is so *evil*: each network is devoted to building a Frankenstein version of yourself.
This Frankenstein has most of your atributes: a face, romantic history, shopping preferences, etc..
Everything that Big Social can find out, catalogue, and define as "you" is actively being built every single day. They follow you. They know your wants and desires.
But just like Frankenstein's monster, this version of you lacks soul.