There's been a ton of Facebook news recently, first with their "privacy trainwreck" (which was not really a "privacy" issue per se, but more of a perceived exposure issue, here from Doc), and most recently with Carolyn Abram writes:
"I've been asked to explain why we're launching this expansion. You've heard it before, and you'll hear it again; here at Facebook, we want to help people understand their world. We started at one school, and realized over and over again that this site was useful to everyone-not just to Harvard students, not just to college students, not just to students, not just to former students. We've kept growing to accommodate this fact."This is very interesting, I must add with a bit of irony, as This context-switching is the challenge that other "mass market" brands in the social media area are going to continue to have as they expand. As danah noted directly above, there are certain aspects of one's persona that are "in context" in one case and "out of context" in others. (snark here.) This issue is especially acute when trying to force-fit a mass-market brand into the business context. Design decisions that may that have worked fine in one context might be jarring in another. For example, I recently received a Facebook "friend request" from
Social Customer Manifesto weblog, and has been occasionally told that he drives and snowboards just a little too quickly. 
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