It’s very simple: complete transparency is a mistake.
You are not one person.
My fellow home theater enthusiasts aren’t really interested in my literary pursuits or my political beliefs. My customers aren’t particularly interested in the latest addition to my home theater or my enthusiasm for Apple products (or the stock!).
And the whole world doesn’t need to know where I am every second of the day.
I like social separation. I don’t particularly like things that try to munge together every aspect of my life. For example, I use LinkedIn cautiously. If I don’t know you personally, haven’t directly worked with you, then you’re not part of my network there. Being related to me isn’t a reason to connect with me on LinkedIn. If you’re a customer, I don’t particularly want you as a Facebook friend (and a word of warning, even if you are a Facebook friend, don’t be surprised if I don’t stay up-to-the minute on your news. I mostly ignore Facebook). Frankly, “social media” isn’t social for me. It’s a way of connecting. My social interactions are largely in person, direct, and limited.
I do like services like Path. It’s a closed social network. It has a hard limit on the number of connections, which is just fine with me. For those who are friends and family it is a wonderful way to keep lightly in touch. If you were a part of my Path (and please, don’t ask unless we have a personal relationship), you’ll see lots of pictures of the food I’m preparing or putting on my plate. For the world that would be boring, but for my friends and family, it’s a part of my life that they share.
You are not a brand. Stop confusing yourself with things. You don’t need to build a brand. You may need to establish a business side of your work, something separate from the other aspects of your life, that helps you have a conversation with people who might pay you. But if you broadcast all of the stupid things you do, how you got drunk, who you had sex with, and how bored you are at your job, I am less likely to hire you (the same goes for others who decide such things—trust me on that). I have passed over people for jobs because their broadcast personal life made them seem unreliable (one particular applicant for a job pasted their site with the job that really wanted to do, and it wasn’t even close the job they were applying for).
The opposite is also true: businesses are not people. For a business to be social, it has to be focused and friendly, but it can never be your friend. I really like Apple products, I own Apple stock, but Apple isn’t my friend. I don’t need a social relationship with the company that made my car, where I shop for food, or the local dry cleaners. I do find it useful to get news and information from them, and someone to listen and act when I have a problem, but I really don’t need another channel of happy talk from businesses.
I find that when a person is too open and social that I tend to quickly ignore them, tune them down, hide their frequent chatter. It is counterproductive for them to blast every aspect of their life to me. We’d connect better, perhaps, if we limited our conversations to our common interests.
Just like we would if we were meeting in person.