article by Tim Wu in NYT weekly magazine, June 3, 2014 in Culture.
Maintaining your brand
The euphemism is "sharing," but Klein would probably just call it selling a personal brand, whether you consider yourself the pretty young thing with literary tastes and a traditional side, the family man who brews his own beer or the tough lawyer with a sense of humor. It can be nice to share, but brand maintenance takes constant work and demands consistency. A serious self-brand should have some presence on Facebook, Twitter, LinkedIn, Instagram, Foursquare, Google+ and Tumblr; keeping it all up can feel like working as an unpaid intern for a Z-list celebrity known as Oneself.
excerpt
Any old-timer will tell you that anonymity online is nothing new, but how things originally were. There has, of course, always been an anonymous culture, usually tied to deviancy or dissidents. In the '80s and '90s, anonymity was indelibly linked to online culture, concurrent with getting at stuff that was otherwise hard to find or illegal. It was kind of the point really, to go where, as one early adopter wrote, "no one knows you're a dog." It allowed users to escape to a place with few restrictions, where you could say things, and maybe do things wholly without social consequence. In the early days, there was no need for any consistency with the rest of your life, and that's what was so great about it.