...to become one identity! I'm thinking of the future here people. Let's not compartmentalize. Integration is the key to success!
Think of it, one personality across all social frontiers: real life, blog, Facebook, LinkedIn, web page. Does this mean the end of a division between work and personal life?
I had the tendency to put connections into segments and not let them meet, mingle, or know each other. Why did I do this? Because I had sort of multiple identities. Like a chameleon. I do not recommend this. Gets confusing and it's hard to keep up. Of course, this requires being an upstanding citizen. Facebook revelations (to other friends and even employers) can ruin a reputation. FB really puts the "Deb" in Debauchery.
This all applies to brands and companies as well. Make sure you're behaving. Or we'll find out about it. Also, make sure your brand isn't a chameleon - audiences can't keep up and it will be exhausting for you.