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Agreed. It's not really being used correctly any time I see it being used (aside from describing actual propaganda, which is what this term comes from) -- "whataboutism" is a very specific tactic. The intent to distract from the issue at hand is a necessary component. Bringing in relative context in a productive manner != whataboutism.

It's a good word when debating facts but, you're right, when debating subjective things like this, bringing up the credit reporting agencies sure seems like it is on topic.

Whataboutism isn't about "talk[ing] about issues in a wider context." It's about distracting from the issues at hand and derailing discussions.

Whataboutism is pointing to your opponent's flaws to change the subject from yours. I think OP is suggesting that both social media and consumer financial profilers need closer scrutiny, not that SM should be excused.