Internalization of moral code
"The situation in which people accept society’s moral code and do not need police or other external means of social control to get them to follow it. They feel guilty if they do something “wrong” and punish themselves or turn themselves in for punishment". http://anthro.palomar.edu/tutorials/cglossary.htm
(a moral code for a site such as Facebook is that one knows when one has done something wrong and acts in accordance. newcomers who violate the standing social code become bothered).