But in particular, I've been thinking of those in the entertainment industry, how they handle their personal brands, and how those govern interactions within the industry.
The fact of multiple platforms that all cross multiple audiences with multiple messages to convey is a part of it. That is, FB is inhabited by your non-industry friends and family, your industry fans, coworkers and colleagues, and (supposedly) this nebulous concept of "fans."
This is where amateurs run into the paradox of advertising being the only way to reach a potential audience, but nobody likes advertisements (particularly if they'd rather see something else).
The worst cases of these are performers who treat social media the way Nice Guys(tm) treat the female half of the population. Whereas the Nice Guys(tm) will insert kindness and attention tokens into the spaces of ladies they find desirable until one of them dispenses sexual attention, the clueless performer throws their market materials onto any group, wall, discussion, or PM they can bring themselves to participate in until one of them dispenses a career opportunity.
The same stench of insincerity mixed with desperation follows both characters around, like axe body spray and ball sweat.
I don't mind keeping in the loose contact of a friend's list. But if we were on one set together, "friend," don't talk for a year, and the first I hear from you is a crowdfunding call for yet another boring indie? Piss off.
I realize I've just arbitrarily declared an action a faux pas here, but I don't think it's an untoward declaration.
Slightly better are those that never talk, but every post they make is a commercial for their career. Yet another inspirational quote or suchlike. Nothing of substance.
In which case, that's what unfollow is for. No hard feelings, I just don't have the inclination to see commercials for those I've met maybe twice.
Again, this is an etiquette wild west, and a lot of people are riding roughshod. And, like the old west, people used to riding roughshod get pretty asshurt at the first person who dares put up a fence.
Nor do I have a "good" solution for the advertising paradox listed above.
Closest thing I have is a notion of playing the long game.
Yeah, I'd like people to see my latest project.
But I also want people seeing projects I do in five years, ten years, so on.
Being a jackass of any stripe inhibits that. Hence erring on the side of missed advertising possibilities rather than anger potential customers.
Or, y'know, people who aren't customers, but people I like anyway. Those still exist, y'know?