I'd like to take a crack at answering the OP.
This is what Facebook is. It's distilled bhava. It's "becoming" in crack cocaine form. It's a virtual factory which primarily generates identity view:
sakkāya-diṭṭhi, the first of the ten fetters ("belief in a self"). It lets you very easily weave a sense of identity, based on what you decide to post. Then other people (whom you might or might not know)
reify that constructed identity by pressing the "like" button. This feedback gives people little hits of dopamine, and conditions them to want to build up that sense of self all the stronger, as it's a source of happy juices to do so. In this way, sakkāya-diṭṭhi becomes strongly conditioned.
These are the real addicts who will have the hardest time ever closing their Facebook accounts no matter how much scandal Facebook might stir up. Where will they get their easy hits of dopamine from (if they no longer have a small crowd of "friends" peppering them with "likes")?
From
MN 128: "Corruptions"
Dolts pretending to be astute,
they talk, their words right out of bounds.
They blab at will, their mouths agape,
and no-one knows what leads them on.
Emphasis added there, as I think
it's bhava which leads them on: continually constructing a sense of identity through what is posted (and how much social attention, and re-assurance of their existence and likeability, which can be garnered through such postings).
(
Note: Many such Facebook-related scandals in fairly recent news linked to
here and
here and
here and
here.)