Clearly what Weiner did was inappropriate under any circumstances. But some things aren't so clear, especially when it comes to using social media for marketing. It's a tricky situation for us business owners, because we don't want to offend people but also don't want to miss the opportunity to reach them.
It can also get confusing when some experts say it's all about personal branding, and encourage you to disclose more of your personality in business situations, and vice versa.
The Key is to understand each platform's rules
If you go to a networking function, would you blatantly promote yourself and your services? No (unless you're a sponsor or advertiser). Most people should be there for sharing ideas, making connections and building relationships.
If you go to a friend's party, you wouldn't even go that far. You would usually leave the business cards and elevator speech at home, and just go there to have fun.
The same applies to on-line places. Some are for socialising, some for networking, and some for promoting. Here's a quick overview:
At one end of the spectrum is Facebook, which is primarily for connecting with family and friends.
Then come business networking tools like Twitter and LinkedIn, which allow some self-promotion, but are mainly for connecting, sharing and building relationships.
At the far end are places where you can promote to your heart's content: your Web site, blog, e-mail newsletter, podcast, YouTube ... and Facebook again (but this time I'm talking about Facebook pages, not your personal profile).
So show your face, but show the RIGHT face
This means you turn up differently - and with a slightly different public face - in each place.
Don't push your products and services to your Facebook friends. On the other hand, this is the place where you can be the most casual and informal.
Similarly, be slightly more formal - more professional, if you like - on Twitter and LinkedIn. It's OK to be slightly self-promotional, but generally follow the 80/20 rule - and make at most 20% of your contributions promotional.
On your Web site or blog, of course, you can do what you like.
This is what you would do in everyday life
It might seem difficult to remember to act differently on each platform, but in fact it's what you do in other parts of your life. You behave differently at a friend's party than you would at a networking event, and that's different again from a promotional flyer.
Adjust your on-line behaviour the same way. "On-line" is a place, not a medium; so treat it with the same respect.