Its been happening since social media was invented.
I find how people behave on SM fascinating.
Im always amazed by people who seem fine in real life but on social media have absolutely no filter or sense of self awareness. 'Just a few snaps from my holiday!' 236 pictures later, half of them selfies, the other half random views and buildings that they somehow thought people would find interesting. I guess these are the people who would have got the holiday slides out, accompanied by endless commentary in years gone by, every time you went to their house.
Or there are the people who constantly brag about their children's perfectly ordinary achievements. We're all proud of our children but I dont post a star of the week picture and 'So proud of this one!!!!!' when it's their turn to get it.
My favourite today was someone I went to school with. She was always super confident and now works in the media. I always liked her, she was loud, but great fun. I was surprised today though that her mother's day post was all about her - and the reason she is so confident, strong, intelligent (yes really) and generally amazing is due to her mother. Who isn't even on FB. So essentially just an ode to herself.
I can't fathom how little self awareness there is! (I do quite enjoy it though)