Without forums like BitcoinTalk preserving institutional memory, without early Twitter evangelists spreading awareness, and without other communities debating consensus rules in the open, Bitcoin would have likely remained a obscure cryptography experiment.
Generally I'll say the internet did play it's part in making Bitcoin successful iand t wasn't only the social media but other websites too that started adopting Bitcoin as rewards, cash back etc all played their role in Bitcoin success. Bitcoin is called internet money/digital gold and all the names that tells the story of it being associated with the online world because it was when attention started coming online more that Bitcoin began to gain more popularity. Social media would be said to have done the most part because of how easy it's to build a community on the platforms and then platforms like Reddit, the forum, all helped in connecting the communities more together. Altcoins also did helped because of the bounty system that introduced people to the forum and they got to learrn and understand more about Bitcoin because if we're being honest without bounties some of us won't have been on the forum to understand Bitcoin to the levels we currently do as the forum taught us more about Bitcoin.
On a norms internet has played a major role when it comes to advertisers or making people know bitcoin most especially through Bitcoin forums, different social media and websites handles, and even through newspapers that talk about bitcoin and we should also remember that only spread the message about bitcoin and maybe teach us house to go about it like some tutorial videos online and what has made bitcoin last until this moment is not those advertisements but how real it is from when it has started till now, for years now and still counting it is still existing.
