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2013 is too late, the machinations of the Cambridge Analytica scandal had already begun at that point.
I think about 2010 was when big tech peaked at being at least viewed as a predominantly utopian force (if not necessarily actually being one). Social media was still mostly social, rather than a side effect of an advertising business. Recommendation algorithms were relatively rudimentary, where they existed at all. Smartphones apps were not dopamine factories designed to be psychologically addictive.
After that was roughly the beginning of "disruptive" tech and a big expansion of surveillance tech.
I think I agree. Still in the period when facebook's userbase was mostly teenagers, and before smartphones became ubiquitous.
In my opinion it was facebook buying instagram in early 2012 that signalled the beginning of the end. Of course they were only following in the footsteps of google and yahoo before them, but it was the first domino in the enshittification of social media specifically.
For me it started in 2006 when OLGA went offline. OLGA was a community of people who transcribed how they played songs on guitar, and the music industry decided that they held the rights to that and sent a takedown request.