Does social media feed on ego or create ego?

[My oh Mike]

It seems like diligently placing our personalities into a medium would allow us to reflect on them in a way wherein we'd know ourselves better, being able to literally see ourselves interact with others basically through the eyes of a third party. You'd figure this would cause a more genuine response from ourselves, yet in doing so many of us in fact lose ourselves... People become fake, self indulgent, egos become inflated.... why? Does social media just exist in a way that it naturally creates ego or does it feed off ones already existing ego?