A second viewpoint, and one that is closer to my perspective, is that social media enables many different self-presentation strategies, and due to current social circumstances, many people choose self-branding. The Web 2.0 culture is responsible for the behaviors we see, not the technology. Self-presentation involves using advertising and marketing strategies to sell the self, and since internet media are accessible in a way that television or radio advertising is not, social media allows for a level of strategic, business-focused identity construction that would be otherwise impossible.

Alice E. Marwick, Status Update, loc. 494