Digital documentation is a double edged sword: it can facilitate self-promotion, but it can also publicise undesirable antics. 

A leak of of footage of Sydney man Salim Mehajer illustrated this danger last week.

The Sydney property developer first made headlines in August 2015 after his lavish wedding. 

Mr Mehajer quickly became a divisive figure as he continued his pursuit of fame. 

He even expressed a desire to become prime minister in a bizarre press conference.

Throughout his affair with the media and the Australian public, Mr Mehajer's antics gained traction online. 

But chilling footage, opposite to the character Mr Mehajer strives to portray on social media, was made public last week. 

Despite consistent declarations of his love for his wife on social media, a very different story began to emerge.

Footage of Mr Mehajer making obscene threats, against his allegedly estranged wife Aysha Learmonth, was aired on A Current Affair last week. 

In the footage Mr Mehajer appeared to call Ms Learmonth a “slut”, said he hoped she died and threatened to rape both her parents unless she contacted him. 

The program allegedly obtained the footage through a concerned friend of Ms Learmonth.

The videos, which appear to be filmed on a phone, were highly confronting, and Mr Mehajer's pulsating anger could be heard in his frantic voice. 

They pose a stark contrast to the kind and successful businessman Mr Mehajer attempts to characterise himself as in other widely circulated videos. 

After the footage of the abusive tirade aired, Mr Mehajer claimed the videos had been taken out of context.

I struggle to think of any context at all where wishing death upon someone or threatening to rape their parents is acceptable. 

He also said he believed his allegedly estranged wife was "set-up" by the leak.

The difference between Mr Mehajer's preferred perceived persona, as a successful family man, and the abusive man depicted in the leaked videos was startling. 

The saga also highlighted another modern issue - the dangerously disparate gap between real and online personas.

Social media can be used as an incredibly effective marketing tool from people ranging to the relatively previously unknown, such as Mehajer, to divisive politicians.

Republican presidential nominee Donald Trump capitalised on Twitter's potential to connect with voters and bypass the media. For those with something of a rogue streak, apps and iPhones allow dangerously easily documentation. 

Trump has used Twitter to spruik his views that the media are biased, denounce his opponents and air xenophobic commentary. Developing a presence on social media and projecting a potentially false image will only make a downfall more public. 

Just because we have ways to express ourselves online and create a digital presence, that does not make being inauthentic, let alone abusive, acceptable. 

Film, which largely facilitated Mr Mehajer's fame, could have grave ramifications in this context.

Social media has made it all to easy to be amused or bemused by the antics of others.

But we also must be wary of the egos and behaviours our attention may be feeding.