Social media is a giant distraction to the ultimate aim, which is honing your craft as a songwriter. There are people who are exceptional at it, however, and if you can do both things, then that's fantastic, but if you are a writer, the time is better spent on a clever lyric than a clever tweet.
It really doesn't matter whether it's the villain or the hero. Sometimes the villain is the most colorful. But I prefer a part where you don't know what he is until the end.
I did a film once that I was killed in. It was a painful, horrifying day. It was a wonderful day from the standpoint of acting, but I was a wreck otherwise.