Locked down, with very little to do, people are desperate to feel like they're doing something useful. Joining in an online mob feels useful. It makes a person feel like they're doing good in the world. It gives them the rush of accomplishing something. It's an illusion, but there's a lot of feedback (upvotes, faves, retweets, etc.) that makes it feel real to people.
I don't have any great ideas for how to improve it. I've been asking myself "will this actually do any material good?" before engaging, and I significantly cut back on social media. But good luck convincing everyone else to do that, too.