• Steve Cheney, Monday, March 7, 2011 11:18 AM

Rather that keeping us all honest, blogger and entrepreneur Steve Cheney argues that Facebook is encouraging inauthentic behavior among users -- both on Facebook and any site with which it's integrated -- because, well, too many people are listening. "The problem with tying Internet-wide identity to a broadcast network like Facebook is that people don't want one normalized identity, either in real life, or virtually," Cheney believes.

For example, you wouldn't likely tell your co-workers or extended family -- by now all probably Facebook friends -- what you really think about your current profession. "People yearn to be individuals," Cheney believes. "They want to be authentic. They have numerous different groups of real-life friends ... They are emotional and have an innate need to connect on different levels with different people." Publishers and marketers have long believed that greater online accountability would lead to better behavior. And while it may, Cheney suggests the cost might be an accurate picture of consumer sentiment.

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