Makes me think there could be a little more to this. On the one hand, if a friend or colleague has something go well (personally, in business, whatever), I will

Makes me think there could be a little more to this. On the one hand, if a friend or colleague has something go well (personally, in business, whatever), I will be happy for them, and certainly wouldn't begrudge a twitter/facebook "yay me". Alternatively, if someone is constantly self-promoting, they'll quickly find themselves unfollowed. Seems to me general politeness rules apply: brag all the time, and people will think less of you. From the original title, I was expecting a study into the latter. Doesn't come across that way in the end.