Now, that's despite social media appearing to undermine social solidarity, because, rather than sharing a common experience, as we are free to pick and choose content that coincides with our prejudices and opinions—in other words, we tend to see what we want to see. And the social media embodies the notion that what is important—what matters—to us as individuals is all that matters. This can undermine a sense of collective or shared reality, and in dealing with a crisis such as COVID-19, that sense of sharing a common challenge is vital.