With the ongoing emergence of new social media platforms, individuals in north american societies are behaving in a more self-serving way as opposed to being interested in serving the group as a whole. Be it for personal use or businesses, the bottom line for all social media platforms (i. e. twitter, facebook, instagram, linkedin etc. ) is about how many followers, shares and likes a certain post receives. This in turn determines one"s popularity, presence and overall influence on the. Therefore, one can say that social media is used to fulfill an individual"s personal needs as outlined in stages 3 (belonging and love needs) and 4 (esteem needs) of maslow"s hierarchy of needs. Found at the peak of maslow"s hierarchy of needs, self-actualization occurs when all the basic and personal needs have been met. It is seen as the desire to fully live out one"s potential.