Social media sites today are nothing like the forums and guestbooks of the 90s. Social media now is highly effective at developing addiction like symptoms as well as driving people to decisive topics and conspiracy theories. It has a measurable effect on teenagers wellbeing and academic performance too.

My bigger concern is the how rather than the why on this topic.

I'll agree with you that I'm far more worried about the how than the why, exponentially more worried.

I'm just not sure if "this time it's different". There was abundant decisive political smearing and conspiracy theories on Geocities. They had an entire section called Area51 (https://geocities.restorativland.org/Area51). There was a politics neighborhood that had a bunch of crass political bashing (it's pretty funny to read about someone off his rocker about Janet Reno). There was also the Art Bell show playing in every radio market with him interviewing vampire experts and whatnot. The old Internet/culture really wasn't all that different than it is today.