An example that probably everyone can understand is youtube. Content creators are often begging for like/subscribe and even present graphs that show that only 10% of their regular viewers are subscribed. This seems like a social problem to some, but in reality it’s a technical problem because if you like/subscribe, your feed will drown in “similar” videos of much lower quality and that will haunt you for weeks. And there’s a whole set of other ui/ux issues even if you decide to subscribe. So many people avoid interacting with videos too much because of that.

I know youtube is a beaten horse, but it is a textbook example of what I mean. I could theorize about what’s wrong with wikis, but wiki guys see it much better. My key thought here is “check twice that it’s not technical before calling it social”, but it may not be the case here.