Lab+6

Rob Dickens suggests that in using multiple social network sites, people are creating a brand for themselves. The user's online activities forms this brand and thus mediates social influence. Disseminated content among various social network sites can cause viral spreading and sharing of information. If enough users "dislike" a product or "like" a product, the marketing companies will be able to pull this information out and act accordingly.

In a world centralized around commodity fetish, wherein all aspects of life are commodified, the course of the "Uber-Profile" becoming a staple for online worth is only natural. Many may see this as egotistic, which is may very well be, but it is also just an extension of societies commodity fetish. Putting a price on everything is fulfilment.

Another possible down side to the "Uber- Profile" would be that many employers research possible candidates before they are hired. Having your personal branding done through social networks can be effective, but more than often users post pictures of partying and drinking which is frowned upon by many employers.