You’ve probably noticed that you aren’t bombarded by advertising while using Facebook. If you have noticed ads, it’s not because they are flashing “CLICK HERE” in neon green, or automatically playing jingles when they appear on your page. There’s a reason for this. Facebook recognizes that the modern consumer doesn’t like being assaulted by advertisements…they change the radio station when the music stops, they fast forward the DVR when their program goes to break and they complain about billboards cluttering their commute.

Facebook believes that their users will be happiest if they see fewer ads and that the ads they do see are relevant to them. According to the marketing experts from PMI, this is good news to many advertisers because they have no interest in throwing money at prospects that are never going to buy, or in having attention to their marketing diluted by irrelevant competition. Facebook believes that well-targeted, non-intrusive advertising is best for both parties. You’ll notice that every aspect of their advertising program is built around these philosophies.

Based on the public reaction to Facebook’s recently changed privacy policy, you would think first-born children and playoff tickets were unknowingly being signed over to Mark Zuckerberg. In fact, what are being turned over to the social media guru are drunken pictures, uncouth status updates, and embarrassing “likes.” (You’re a fan of The Rosie O’Donnell Show? Really?)

Let’s not kid ourselves; no one is worried that a potential employer finds out they’ve read Catcher in the Rye or listen to The Who – although that may not be the case if you read Twilight or listen to Nickelback. When dealing with a website designed solely for the sharing of information, the concern isn’t that good, flattering, or impressive details about our lives are now out there for the Internet to see. The concern is that our little indiscretions or moments of weakness may make it to the eyes of teachers, parents, bosses, or worse.

This duality of life is nothing new. Decades ago, people still had to be discreet about who they associated with and where they were seen. The Facebook of the previous generation was women sitting around playing bridge, men around the water cooler, and phone lines (you know, the kind that occasionally produced busy signals).

The June Cleavers and Carol Bradys of the world would tell you the answer to such a predicament is to stop doing those kinds of things you wouldn’t want your superiors finding out. Does that same advice apply in today’s modern landscape?

What people are concerned about, whether they realize it or not, is maintaining their personal brand – their name, their image, their work. When a complete stranger comes across them – whether through digital or analog means – they want to be able to portray a specific attitude and personality. But with Facebook’s new privacy policy, that task will now require work.

If someone posts an incriminating picture of me, I’m going to have to contact that individual and ask them to take the picture down. If they refuse, I may have to be persistent. If someone makes a disparaging remark about me, I may have to approach them to discuss the reason for their comment and try to resolve any personal concerns they may have.

This requires effort on my part, which is exactly what maintaining a brand requires. Companies pay millions of dollars each year to maintain and promote their brands. They’ll occasionally pay even more in order to counteract (or cover-up) negative press surrounding their brand.

A personal brand is no different. Friends, coworkers, and siblings have been sharing incriminating pictures and telling embarrassing stories for a long time. Facebook has made their audience much bigger, but the process is no different.

And just like you can’t shut down the diner where stories are passed along or raid the homes where gossip is shared, you can’t control the online medium used to damage your ego.

You can either work meticulously to control the online profiles of you, your friends, their friends, anyone you may encounter, and anyone they may know, or just stop doing bad things.