On social media, nobody knows your whole life is a dog. That's becoming more true every day, with new apps to not just super-model your appearance, but airbrush the rest of your boring life as well. This article in Marketing explains how companies like Instasham and CouchCachet provide you with the life your feeble self can only dream of. From CouchCachet’s mission statement: "Start living the life you have always wanted without ever leaving the house."
This brings a whole new twist to social media measurement. If I've tweaked Twitter to tell the world I'm drinking Dogfish Head 90-Minute IPA, but my real beer of choice is Bud Lite, then isn't that going to skew the research on beer consumption? (Actually, I'm a big fan of Torpedo, which brings on the massive hops but leaves me some change for Beer Nuts. Also, most any of the gruits from Earth Eagle Brewings.) --WTP (thanks to ThoughtPick for the image)