Protocols are one thing incentives are another, what would be the incentive for the average person/masses from protecting their data/not giving it up to social media? 

If they are already willing to hand it over for vanity metrics they can sell on secondary marketplaces to advertisers, most people think free access to these networks are worth the trade-off



TheBTCManual

Over 98% of Facebook's revenue comes from advertisements.

thomaswolf

There have to be protocols utilized by platforms and new software that prevent it from being the cash cow for social media / content creation sites.

It won't be an easy transition, but we're in the dark ages until we take ownership of our content and its monetization.