The only reason people are concerned now is because Trump manipulated the electorate in a different way than politicians usually do, and this is a great violation of tradition.
It's true that this ratcheted up to 11 in the last major election, and was co-opted by somebody outside of the establishment. In the end, the establishment pivoted, and are getting nearly all of their goals met. More, in fact, than under their own plans. So they're pretty happy about it, and see it more as an innovation for their benefit than as a violation.
I don't mean to be picking sides here. In theory, the same tools are available to their opponents, and I'm sure they're trying to. In practice, I suspect that they will not fare as well using the same techniques. They'll continue to develop others, just as they had used social media innovatively in the past two.