personality spam
n. Incessant online posts and messages relating to one's personal life and interests.
Other Forms
Where is the line, exactly, between an unsolicited email or a spam blog comment and "clickbait", those seductive Huffington Post-esque headlines that suck up your attention but don't deliver what they promise?…Or, for that matter, the people the writer Merlin Mann calls "personality spammers", endlessly polluting your Facebook feed with their frenzied need for self-expression?
—Oliver Burkeman, “Why the spammers are winning,” The Guardian, August 09, 2013
We have ‘personality spamming’ when someone is simply too voluble about themselves — too many Twitter updates celebrating their activities.
—Finn Brunton, “Roar so wildly,” Radical Philosophy, November 01, 2010
2007 (earliest)
What does Twitter do other then just proclaiming what your doing? What is the functional purpose? What do I get out of telling the masses when I have lunch? It seems like Merlin Mann could be correct when he called Twitter "personality spam."
—Justin Thorp, “Would you Twitter with me?,” Oatmeal Stout, February 22, 2007
Two of my three citations and Google believe this phrase was coined by writer and broadcaster Merlin Mann. I believe them.