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,, 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.

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Kent Anderson

Kent Anderson

Kent Anderson is the CEO of RedLink and RedLink Network, a past-President of SSP, and the founder of the Scholarly Kitchen. He has worked as Publisher at AAAS/Science, CEO/Publisher of JBJS, Inc., a publishing executive at the Massachusetts Medical Society, Publishing Director of the New England Journal of Medicine, and Director of Medical Journals at the American Academy of Pediatrics. Opinions on social media or blogs are his own.


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