If you want to have a private conversaion, social media doesn't seem to be a good vehicle for it. Much like airing your dirty laundry in the town square has been considered bad etiquette, airing personal greivances on the internet seems to be in poor taste.
It must be noted that manners never arise sponaniously in culture, but becuase people fear the consequences of breaching etiquette. I for one welcome the return of politeness to society.
This isn't what social cooling results in though. Thoughts and opinions are imposed, it's just that their imposition is monopolized and becomes implicit. Dirty laundry will still be aired in the town square, but it'll be the King's and everyone will be forced to smell it.