Factoring in the Whuffie Factor

I've been watching the hullabaloo over the weekend with Chris Brogan, who finally took the corporate coin and blogged for K-Mart - and unleashed a "sellout" blogstorm in response. Here is his justification of his activity (Twitter size abbreviation: They offered me money, I took it, my gig is social media consulting, this is it, I'm still a genuine guy so what are you all so cross about?)

Good point, and I think he's in the right. Man's gotta do etc......

Problem is - and its a lesson well worth learning for all Social Media people today I think - if one has built one's current reputation by rendering social capital (whuffie) unto the social media faithful, many of those same followers will not take it too kindly when one starts to pocket some of the hard capital that is Caesar's.

The flock perceive it as worshipping at a different god's altar, and react strongly if the transition is very sudden - they feel fleeced and shorn of their leader, and may move on to new pastures, but not before dumping a load of manure in the trough.