Just like educational programs and cheating on school tests are things and cheating is moderated by social rules against it, social media has benefits, and there are visual rules we must define and utilize to moderate it.

Post engaging factual content and responses. Not for-profit, but for the benefit of the community.

And upvote as much posted by others.

Downvote low quality, misleading, manipulative, commercial, or factually incorrect posts and responses.

And, block or ban repeat offenders or commercial accounts.