Why Mainstream Social Networks Complicate Our Identities People are naturally social creatures. That’s what makes social media such a powerful concept. Social media channels allow human beings to sort themselves into groups and factions seamlessly, and maintain intimate relationships at greater distances than ever before. But as anthropologist Herbert Spencer describes in his theory of the social organism, society is a system of interrelated parts that operate interdependently. Social media users understand that concept intuitively, and segment their relationships accordingly.