As evidence that social media is permeating every corner of American life, Charmin has just announced that it is behind (ahem) a new social media site, SitOrSquat.com, where users are encouraged to share information about public restrooms — location, availability, and quality.

Of course, the mobile app suite is probably the most important part of the site.

This thing takes usability in a direction I never could have anticipated.

Mr. Whipple is a memory, replaced by the round-bottomed bears and their social media tools. But as you press the screen on your Blackberry or iPhone, desperately seeking relief in a small town, Whipple’s admonition against squeezing the Charmin may seem ridiculous in a whole new way.