Social media sites have been designed to keep people on the site because the longer someone is online the more ads can be shown and more money is made. Anything that arouses an emotion is given top priority because it will cause people to stay online. People are able to find others that share their opinions, no matter what the opinion is, which causes people to feel validated in their opinions and begin to treat them as fact. Social media then shows the individual more and more of whatever that opinion is which digs them deeper and deeper into the belief that they have found truth. The less you question your opinions and beliefs the harder it is to be open-minded when someone suggests that you might be incorrect. This has divided us as a society into factions that are no longer tolerant toward others.