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La popularité des médias sociaux est indiscutable. Les entreprises québécoises, elles, hésitent encore. Pourtant, des spécialistes s'entendent sur les avantages d'une stratégie numérique pour les compagnies.

Au Québec, 43% de la population possède un compte Facebook et 49% d'entre eux le consulte une ou plusieurs fois par jour. Les abonnés du média social Twitter sont plus rares: 3% des Québécois écrivent des gazouillis de 140 caractères et moins

Seulement 15% des Québécois suivent un commerce sur Facebook et 6% le font sur Twitter.

A status update that is met with no likes (or a clever tweet that isn't retweeted) becomes the equivalent of a joke met with silence. It must be rethought and rewritten. And so we don't show our true selves online, but a mask designed to conform to the opinions of those around us.

"Like" culture is antithetical to the concept of self-esteem, which a healthy individual should be developing from the inside out rather than from the outside in.

The psychoanalyst Erich Fromm presciently wrote over 60 years ago that man has "constructed a complicated social machine to administer the technical machine he built…. The more powerful and gigantic the forces are which he unleashes, the more powerless he feels himself as a human being. He is owned by his creations, and has lost ownership of himself."