With so many digital alter egos occupying the social networking universe, the subject of personal branding has become a hot topic. I've discussed this topic on here in passing a couple times but never at length.
Frankly, I am a skeptic to the idea. You cannot have a real relationship with a Facebook profile. There must be a connection deeper than just a friend request or a follow (you know, like a real live friend, colleague or classmate) to have a real relationship.
However, I do believe the way we behave online will have consequences both on and offline. Here is a nice article about the general rules for behaving in online social circles.