> Surely there must be something in between Facebook and Jekyll/Hugo.

There's an effort to try and build some standards for open web sharing at indieweb.org - cross-post comments, syndication to existing social networks. A few of those standards have now been given the W3C stamp (MicroPub, WebMention).

There's some services built on top of it like WithKnown, MicroBlog and people building on top of WordPress, building their own site and so on.

The founding principle of that community (build what fixes your problem, don't try and solve everyone's problems) keeps it quite well focussed.