Michael Lopp on social media an the “likeability feedback loop”:

This likeability feedback loop tastes great. Who doesn’t want a steady flow of relevant, interesting, and targeted information? Who doesn’t want the world synthesized and simplified into a palatable set of information that one can easily consume in just a few moments? And who doesn’t like the simple satisfaction of sharing or retweeting that likable and relatable piece of information that just speaks to me.

The likeability feedback loop feeds on itself. It uses its signal to prioritize and resend what resonates and what does not. It is good business to do this well because the more we find what we search for, the more likely we will return. The business often does not care if we’re more or less informed, it monetizes that we come back as many times as possible.