Self-publicising and the need to keep everyone informed of what you are doing seems to me to the real driving force behind the rise of most social media platforms. It's 'who shouts loudest wins' type of platform.
When Facebook first appeared I signed up quite enthusiastically, but within a year it was clear to me that the idealistic 'friends' and posting on each others wall were soon overtaken by the 'look at me' type of person who soon had a nice easy to use platform to shout at everyone. My conclusion around 2010 was that Facebook was OK until everyone else joined.
Anyway, I'm sure there have been many doctorates earned on the merits, theories and downsides of social media so I don't need to go on too much.
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