Maybe the issue is this perception that "the Internet" consists mainly of the big 4 social media sites.
Go on Discord. People have usernames, avatars. Discord Profile Bios are just as unique as forum signatures.
Discord also is a centralized piece of proprietary totalitarianism. No thanks.
Fuck discord. Another big for-profit platform that is swallowing big chunks of the internet. before discord there were lots of self-organized forums with their own communities and rules. Now I need to register with some big overlord and download their shitty app just to read what has before been just an URL away?
I am on Discord and the balkanization+homogeneization is still as prominent there as everywhere else.
Server admins are just NPCs providing @everyone announcements from time to time, to keep the player engaged (spoiler: the average Joe is just irritated by those). Sometimes you get a quest from them.
Also: 99% won't read profile bios (and you have to pay for actual customization, don't you?) while forum signatures were front-and-center.
I have to say I'm surprised to see Discord mentioned as an opposite to social media instead of... just yet another iteration of the same ploy.