A variety of blockchain approaches are trying to solve the data bottleneck of blockchains ranging from modular approaches like Farcaster to integrated approach like DeSo
Putting social media on blockchain increases the control of network particiants like creators, users, advertisers, developers and moderators. That's why we put social media on blockchain.
While the last couple of cycles have seen the dominance of General Purpose Blockchains like Eth, DeSo is starting the paradigm of application specific blockchains