Let's face it you probably cannot start with a social media outlet which is used by the users as a personal hangout that covers their thirst for vanity among other things and then undermine the vanity machine. I only follw a few people for their personal and/or artistic quality and their goal is to be viewed and be visible in the community as they are trying to live on their art. But in the US it seemed to be more like a social ranking machine done via FB and the likes, which seems in my view to be another means to cover the need for "success". Starting in US schools the system seems to favour in many ways "successful" kids and persons, but the "success" is rated by FB-likes, Insta-likes and such. In former times you had to have the biggest crowd of followers IRL in a schoolyard to be top among your peers. That now has shifted to virtual crowds. Most kids face that phase of social interaction where their "value" is ranked by their peer group and usually the best bully gets alpha status. To me it looks as if that sort of culture is especially severe in the US culture though it has affected many other cultures too. They social punishment for not belonging to the top peers seems especially severe in the US in comparison, hence the urge to fake likes and boast with them so that a childs life revolves around this. My theory is that the murderous school shootings may in part be contributed to by that type of culture. I've so far not faced any other suchlike school life that so rigidly sorts out children in "losers" and "winners". And I have seen Chinese and Japanese schools that are almost like torture camps. The kids there tend to break under social pressure and commit suicide, in the US it seems the broken ones are out for revenge in many forms, following the cultural examples of a true cowboy. So in my view the urge for vanity-likes and shooting up school children are two sides of the same coin maybe?