To me the answer is obvious.
Look at how the web is used now. Like it or not a high proportion of web activity is social. However, users of sites with a social focus recognise that there are drawbacks to the current arrangements, in that your user experience does not always reflect what's best for you. To give a simple example, the news feed on Facebook is curated based on algorithms you do not have full control over.
From a technology perspective, there are two key parts to what could replace this arrangement to provide a tangible benefit... home servers and decentralised identity. Home servers would need to be as close to zero configuration as possible, whilst still remaining secure. Decentralised identity would then be used to connect to the home servers.
One way to think about it would be... instead of typing in a website address, you choose from a contact list. Whatever people share is held on their personal server. You could use apps that run on your own server to aggregate media from your contacts.
The tangible benefit is found in connecting to others without relying on middle men. Contact is direct whilst still retaining convenience.