Twitter-inspired neologisms

The following tweet appeared this morning:

“Ogni volta che arriva qualcuno su instagram e mi laika ossessivamente decine di foto, mi guardo attorno perché mi viene un po’ paura.”

Apart from “instagram” which is a brand name, are we supposed to use the verb “laikarsi” to like something ? Why reflexive then ? And should it not be “qualcosa” ? Help please.

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