Here's a summary of a study I discussed in my Interpersonal Communication class last week. The study examined the question of whether or not our Facebook friends influence the way other people perceive us online. The findings indicate that on social networking sites, our friends may indeed participate in the construction of our online identities. In other words, we're not solely in control of constructing these identities anylonger. A fact which a lot of companies have had to come to terms with over the course of the past few years - especially with regards to accepting that they're not solely in control of their brands' idenitities anylonger.
. The Role of Friends’ Appearance and Behavior on Evaluations of Individuals on Facebook: Are We Known by the Company We Keep? Human Communication Research, 34 (1), 28-49.