Sometimes going through old9er) books can be quite revealing. Looking through Jenkins, Ford and Green (2013/2018) Spreadable Media, from the paperback version there was this gem of a quote:
The popularity of Twitter, for instance, was driven by how efficiently the site facilities [sic] the types of resource sharing, conversation, and coordination that communities have long engaged in. The site’s early success owes little to official brand presence; big-name entertainment properties, companies, and celebrities began flocking to the microblogging platform only after its success was considered buzzworthy
(p.30)
In light of the events of November 29th and 30th, 2023, this is revelatory, and somewhat amusing as well.