Many informants told me that there were significant negative emotional costs to self-branding, including anxiety, information overload, lack of time, and hurt feelings due to audience comments and interactions. Constantly monitoring one's actions and maintaining a "dual gaze" was often exhausting and time consuming. Keeping up with the sheer amount of work that self-branding requires means neglecting other aspects of life.

Alice E. Marwick, Status Update, loc. 508