Per Fingertips blog, social media is commercial marketing in the personal sphere:
With so many people trained by social media to be consciously projecting their thoughts and activities into the maw of the attention economy, it’s become difficult to earn the attention of others on the merits of what it is you’re trying to say, even within your own personal network. In this way, long-standing rules of the capitalist marketplace have infected our non-commercial relationships. … We use the word “marketing” to describe that very thing.
Those least interested in being noticed are going to have to teach everyone else how to stop requiring so much attention. How, exactly, can we do this?
I think the answer starts with what comes naturally to us: remaining silent. Being silent in this context is resistance. If people could learn to be silent in this way, refusing to put their words and pictures and emojis and links into the attention economy pipeline, a lot of it would rather quickly and thoroughly dry up.