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“Adults didn’t grow up with social media, and so they only look for the bad, and see scary stuff like cyberbullying and sexting” he says. “They don’t realize that 90 per cent of kids use social media for really good things, like making friends.”

“Teens are simply doing on social media what they have done for decades, using social relationships to experiment and test behaviours and values they will use as adults” says Andersen.

“The role of parents is to model appropriate behaviour for their kids and to develop expectations with their kids around social media use. We can’t just hand them a cellphone and cross our fingers.

While a lot of this activity comes directly from demands of one's employer, Toronto-based life coach Joshua Zuchter said much of it is also a matter of personal choice.