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Perhaps it is the content that drives us in this context because we are lacking in good old fashion social life. I don’t think our lives are so full of pleasure that we can castaway the pleasure of liking a nice status or enjoying it when someone puts up a nice photo of us. These are in fact genuine moments of joy. It’s not the content that drives us, but the habit of pressing the buttons. Why are we attracted? This is because we lack good old fashion social life. Social networking sites are devoid of cohesive narrative and long-term significance. As a consequence, the mid-21st century mind might almost be infantilised, characterized by short attention spans, sensationalism, inability to empathize and a shaky sense of identity. [1] The extent to which time online may be displacing face-to-face contact affects social interactions, and that lack of social connection is associated with physiological changes and increased incidence of illness. [2] Positive outcomes from these technologies are political activities organized via Facebook, jobs found through LinkedIn, and others. Negative outcomes include bullying, gossip mongering, increased procrastination, etc. [3] Like with most things in life, impact is both positive and negative. For example, on one hand you can (re)connect with people easier, on the other you spend your time on connections that may be more superficial instead on those which will result in real friendships. Impact of online social tools on interpersonal communication. Networking sites, (dis)likes, comments, thumb-ups...