Yours sincerely

A strange thing about the way we live so much of our lives online is how difficult it can make it to read situations.
I have friends who are so witty, scathing, political, angry or provocative in their online personas that I sometimes don't recognise the person I know.
We spend so much time now presenting our preferred image to the outside world. I remember when I first heard somebody talk about their personal 'brand' 20 years ago or so. At the time it seemed a ludicrous idea to me that individuals would think of themselves as a package of personal brand values, but not any more.
I think many of us do present an idealised image to the world online. One where we're funnier, smarter and more interesting than we really are. And it's easy to become trapped in a notion of how we are perceived by others through our Tweets, comments, status updates, Instagram pictures, check ins and likes. I often find myself hovering over a comment wondering, "Is that what I think?" or even, "Is that what people think that I think?"
And then deleting it!
At a time when the idea of 'authenticity' has gained great credence in branding, it's probably never been tougher to really be authentic. Or maybe that's just the case with frauds like me.
Today a friend replied to a Tweet of mine where I had recommended something she wrote. She thanked me, but I'm so used to reading her acerbically funny comments about stuff that I couldn't work out whether it was a genuine or not.

Why did she use those particular words?
What does the use of capital letters THERE mean?
Do you even thank people for praise in Tweets?

I know, First World Problems.
Maybe I should have called her.