Every day brings a new challenge - at least, on Facebook.
In recent years we've had the ALS Ice Bucket Challenge, the No Make-Up Selfie for Cancer Research and the dubious and downright inadvisable Duct Tape Challenge, to name some of the most notable - or notorious.
But now there's a new virtual competition in town, and this time it's parenting.
The Facebook Motherhood Challenge has been doing the rounds for about a week, and asks women to contribute by posting a series of photos that make them "happy to be a mother".
They are then encouraged to "tag" people they think are "great mothers", to post their own pictures.
Unlike some other viral memes, there is no discernible pay-off - no money being raised for charity, no heightened awareness of breast cancer or reminders of the dangers of giving whole grapes to toddlers without slicing them first.
This time, the point of taking part in the craze sweeping social media appears to be to show how successful you are as a mother, and to namecheck other mums you feel do a similarly sterling job.
So far, so seemingly harmless - but the phenomenon has been met with some consternation from critics.
Flic Everett, writing in the Guardian, says the Motherhood Challenge "made her want to punch her computer screen", branding it a "smug club" that "fetishises motherhood".
The most "offensive" part of the whole idea of the "challenge", she says, is the idea that it's a "challenge" at all.
"A challenge is coping with grief when you wish you were dead, or pushing your mind and body to the limit in a feat of superhuman endurance," she writes.
"It’s not posting a few snaps of your toddler and waiting for your friends to type “aw gorgeous hun xxx” underneath.
"And it’s unclear whether the challenge in question is to prove what a great mother you are, or merely to challenge your friends to prove that they are too."
She adds that there is a world of difference between happiness and smugness (defined as “having an excessive pride in oneself or one’s achievements”).
"Many mothers simply feel inadequate most of the time, and that sense of failure is exacerbated dramatically by others boasting about how easy and rewarding they find it all, from first “latching on” to graduation (“So proud!!”)," she says.
Blogger Leigh Kendall, who lost her baby son, Hugo, when he was just 35 days old, writes: "For me, Facebook (and all social media) can sometimes feel like returning to the school playground – and in a negative way. All that competition!
"The sense that you need to prove yourself and your abilities. The Motherhood Challenge also has me pondering these questions: If you haven’t been tagged, does it make you a bad mum?
"If you are a woman but aren’t a mum (whether by choice or by circumstance) does that make you less important because you can’t join in?
"If you are a mum who has lost a baby or child, do your friends not tag you for fear of upsetting you?
"By tagging x amount of your friends, are you saying mum friends you haven’t tagged aren’t good mums?"
A separate post on Mumsnet, titled: "Am I being unreasonable to be really irritated by the Motherhood Challenge?" asks similar questions.
One user, Kitkatmonster, writes: "I seem to be the only one who thinks this is a nonsense, and a bit worrying as the number of photos of Friends of Friends' children that I've seen this weekend is actually scary. Does no one lock their page down as private anymore?!
"Am I being unreasonable in getting irritated and wondering how many women have shed a tear secretly over seeing this, the ones battling infertility, having accepted infertility, the ones right now miscarrying a longed for baby?
The most controversial internet crazes
The most controversial internet crazes
1/7 Gun Selfies
Where it actually came from remains a mystery, but the 'Selfie' remains a popular feature on the internet - it was even named word of the year by Oxford Dictionaries in 2013. However, a number of gangs in America have taken it a step further, posting 'gun selfies' of themselves. Last year, two men were charged for 142 counts of possession of a firearm and were bailed by police after posting numerous photos. The craze has led to several calls for photos to be taken down, with parents fearing that children could try and create their own poses.
Originating in Australia in 2008, the trend of 'planking' swept Britain a year later. The craze, in which people form a straight figure with hands down by their sides, had thousands of participants uploading their efforts on to Facebook. While most were harmless enough, the more daring have been known to plank across railway tracks and between buildings, causing major health concerns. In 2011, a 20-year-old man died after 'planking' on a seven-story building in Australia.
Twerking, a mixture of twisting and jerking, has been around since the late 1990s, but its popularity dramatically increased after Miley Cyrus 'twerked' at the 2013 MTV VMA awards with Robin Thicke, prompting fans to upload their own versions on Youtube - we've even had twerking stormtroopers. It's since been accused of corrupting the minds of young people and, last year, 33 students were suspended after making a video of themselves 'twerking' using school equipment.
4/7 Happy Slap
It's been almost a decade since the Happy Slap craze broke out in the UK, but what started out in as a small joke between friends in Lewisham in 2004 eventually became a nationwide phenomenon. Happy Slapping involved a victim being filmed on a camera phone getting slapped. As the craze spread, incidents became more and more vicious and it was linked to a rise in bullying in school playgrounds. In 2008, a teenage girl was sentenced to two years' detention after filming the fatal beating of a man.
'Tombstoning' emerged in 2012 as a much more dangerous fad. It involved finding the highest rock to leap from, giving jumpers sufficient time to change their body position to resemble a tomb falling into the sea. It was invented initially as a way to keep cool during sizzling temperatures, but as the challenges became more daunting, some experienced horrific injuries as a result of jumping into shallow or rocky waters.
While not as dangerous as other internet fascinations, McDonald's staff are now finding themselves on the receiving end of another internet craze. 'McDiving' started last year and normally comes at the end of an alcohol-fuelled night out, where it is then customary for a 'McDiver' to go to the nearest McDonald's and launch themselves over the counter. McDonald's franchises have even started hiring bouncers at peak times of the day to deal with any mischief makers.
7/7 Gallon Smashing
Given that glossy floors are prominent in supermarkets, it would be deemed acceptable to see the occasional person slip over. But this is no accident. Gallon smashing started to appear on Youtube last year and has becoming increasingly popular in the US. It sees agile teenagers throw gallons of milk in the air as well as hurtling themselves on to the ground. However, with the mess, cost and inconvenience that is caused, the 'gallon smashing' craze has seen security stepped up in supermarkets.
"It seems insensitive and crass, who needs to post photos to the fb world that make them happy to be a mother? What about the mum with PND who gets inadvertently tagged? Isn't something like this likely to make her feel pretty rubbish?
"Are we all just so selfish and desperate to show off our perfect families that we have to take a 'challenge' like this without any concern for the people among our friends who might be experiencing one of the above?"
Her comment has been met with mixed reactions from other mums.
User Fanjoforthe mammaries writes: "Sorry but I do think you are taking it too seriously. It's just an excuse for people to reminisce and post a few pic of them with their kids as babies."
She adds: "It's the infertility that sucks not other people and their children."
And user PenguinsAreAce writes: "Surely anything I post about parenthood/kids could be upsetting? We passed a significant 'last' milestone recently.
"Should I not mention my twinge of sadness at moving onto the next phase in case it triggers something painful for my bereaved/infertile/struggling with newborn friends?"
But user Tigresswoods agrees with the idea that it could be insensitive.
"I was nominated yesterday & while I'd LOVE to post I remember where I was 7 years ago," she writes.
"We were struggling to conceive & while I had no where near as bad a journey as others I was in bits at every scan or baby photo online. I just can't post as I hate to think what others are going through."Reuse content