Social Media- Just a Popularity Contest?

When it comes down to it, social media is really just a popularity contest. It can be thought of as a glorified version of "Mean Girls" or "Clueless". For the most part, individuals and companies care about being popular on social media. Here's my reasoning:
 
   [Companies use social media to generate more brand awareness]
   [People use social media to show off the cool things they do]
   [Companies get excited when they are the most popular on social media because that leads to more
   revenue for them]
   [People get excited the more likes they get because that means they are popular and people care
   enough about their life to give them a like]

Just like in junior high, there is a tactful and tacky way to be popular on social media. Some examples of tactful companies and people include: Charmin, Converse, Ellie Goulding, Coastal, & Blendtec. Some examples of companies that use social media in a tacky way all the time or just every so often are: Axe, GoDaddy, and Carls Jr.

So please be respectful of everyone out there as you try to gain popularity for yourself or for your company! Popularity is good and you should strive to achieve it, just don't be a punk about it.