Do you remember the old Airfix models or, perhaps, the self-assembly furniture (Mfi, Ikea or Habitat)?
They came with a set of instructions, some more detailed than others.
And once you sweated, uttered a few profanities and tested your patience to the limit, you had something that half-resembled the glorious picture you had in your mind.
But they were homogeneous.
They lacked soul.
you dare not depart from the script for fear the treasured image would fall apart.
As to social media …
There is no script (yet).
Stop following the herd.
Create something remarkable.
Build a Tribe.
The rest, as they say, is history.