The flaw of social media is that it amplifies voices and ideas that without social media would be muted or sidelined.
In real life, if someone is pushing ideas that were considered socially unacceptable, it is relatively easy for society to ignore or sideline that voice.
On social media though, the only way society can do that is through self-censorship, as any attempt to engage with socially unpopular speech only amplifies it and increases its reach.
This is because social media only cares about engagement.
Think about, if someone in real life said they wanted for an entire group of people to be genocided, society would shout them down and censure them. But try the same thing on social media, and that hateful voice is only amplified with every attempt to even disagree with it. This is how extremism becomes popular.
Now I am in no way against free speech. Quite the opposite, I am staunch proponent of it. But free speech does not mean free reach. It doesn't mean that other people can't disagree with you or refuse to associate with you.
The right-wing have worked very hard to confuse that, equating a free platform to publish their speech as a requirement of free speech and exercises of freedom of association as persecution (cancel culture).
Regular people need to stand up and make their voices heard against this insanity. While they still can be heard.