user experiences social approval, as evaluated by others, Facebook can get that user to do things that generate billions of dollars in economic value. This makes sense because the currency of Facebook is attention. Users manicure their image in the hope of impressing others, but they soon discover that the best way to get attention is through emotion and conflict. Want attention online? Say something outrageous. This phenomenon first emerged decades ago in online forums such as The WELL, which often devolved into mean-spirited confrontation and has reappeared in every generation
