In the book the The First Immortal: A Novel Of The Future
Why do I mention this in reference to Facebook and Twitter? Because for the first time in the history of advertising brands that choose to leverage the power of social media via applications and heavy Twitter engagement with their consumers understand that the messages that they communicate, the promotions that they run, the promises that they make will live in perpetuity online. This means that for the first time advertisers, and agencies must not only consider how to articulate their message, they have to understand how this message will be perceived over time in this Social environment. This is both disconcerting and exciting. Even individual users need to take this into consideration. Ever scroll through your Facebook feed see a mobile upload you posted whilst imbibing in some libations? Yikes. 
We as individual users have the benefit of friends and family that will laugh about this photo with us (as long as it’s not too incriminating), but imagine if a brand posts and image that perhaps misrepresents what they feel they’d like to convey as a brand. Big yikes.
Rules to live by for brands and individual users alike – behave in the social networks the same way you’d behave at a cocktail party. Be polite, reciprocate a compliment, share, learn about your friends and don’t embarrass yourself or your family.
