Thus self-branding contains a paradox: if one’s projected self is both “authentic” and “businesslike,” the assumption becomes that people never do anything that would be considered unbusinesslike, illegal, or controversial in any way. … Self-branding is not a reflection of actual life. It is about constructing a strategic self-image to appeal to a particular audience and furthering that image through every online and offline action. … If the Web 2.0 self is one that must be both entirely transparent and entirely business-oriented, that self cannot logically exist. Furthermore, this elimination of long-standing divisions between corporate life and social or home life is a myth—but even trying to blend the two requires a great deal of time, effort, and affective output.

Alice E. Marwick, Status Update, loc. 514