I was always perturbed by the shift from calling them "social networks" to "social media". It signalled a friends-to-famous shift (plus ads) that I didn't particularly want.

Why fill my personal feed with stuff I normally get on dedicated discussion/news sites? (Rhetorical; it's obvious why.)

They still call it SNS (social networking service) in Japan. We need to keep moving to a new iteration of this - hopefully one that funnels less money and influence to a small group of players. (I'm working on my own ideas for this.)