I liked your comment. Social media capitalizes on perhaps the most distinctive characteristic of being human: the need for validation. In the physical world, we build relationships with each other by validating and appreciating each other. I liked your comment. What do you think of mine?

Legacy media is a one-way street: they talk to you. In social media, it's a conversation. Even by clicking 'like' or 'dislike' you feel like you are part of the conversation, even if it is in some small, non-zero way. You get to be heard. This is what makes it so addictive.