Could someone describe some of the factors to consider in deciding whether to use pennames or different user names in doing IM activities, or to always use one's real name, or at least the same penname? On the one hand, I would think that someone working only in a broad, single market might want to use the same name (e.g,, "John McCain") for branding purposes, to establish his or her credibility, etc. while someone working in a wide variety of markets or niches might want to disguise that fact in order to not appear to be a "dabbler", and to be taken more seriously and to not have to worry so much about appearing inconsistent or even contradictory when a follower or customer thinks, "hmmm, Douglas Bittleburg says this over here, but says that over there", or "I see that Douglas Bittleburg promotes this product which I like and also that one which I think is no good. Therefore, there is something wrong with Douglas Bittleburg and I'm going to buy nothing connected with him", or they will unsubscribe, stop paying attention to you, etc. If anyone can direct me to where I might gain a good perspective in making these decisions, I would appreciate it since I want to make an informed decision and I won't be able to completely "unring the bell", especially if I decide to project only one "identity", once I get out there . Thanks!