I'm proof-reading a book that a friend of mine is writing about how normal right-wing/conservative populism becomes corrupted by fascist/hate stuff, and a big part of it is hate groups actively "normalizing" their content and spreading it via mainstream social media like twitter and youtube. That way, they show up alongside more mainstream political thought. If hate speech, even "polite" hate speech, is consigned to its own dedicated world rather than sharing ours, it doesn't spread the same way.