prosumer

n. pro·sum·er
A portmanteau of the words producer and consumer, playing particular importance with the increase of consumer generated content through new means such as blogging, podcasting and social networking.

Social Network Fatigue Syndrome (SNFS)

n. so·cial net·work fa·tigue syn·drome
Mental exhaustion and stress caused by creating and maintaining an excessive number of accounts on social networking communities.

to jump on the brandwagon

v. to jump on the brand·wag·on
To follow a trend based on another brand’s performance in a specific area.