The rapid rise of social media has brought with it an emphasis on the distinct dimensions of the whole person. Social media recognises that the individual has a personal network of extensions- a home life, a work life, a social life, a study life, a hobbyist life, and much more- some of these identities even hidden from full view. Each of these online value networks are now accessible by big business, where opinion leaders and early adopters are easily distinguishable, and where brand commentary between consumers matters manifold more than any form of targeted advertising.