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This paper investigates when users create profiles in different socialnetworks, whether they are redundant expressions of the same persona, or theyare adapted to each platform. Using the personal webpages of 116,998 users onAbout.me, we identify and extract matched user profiles on several major socialnetworks including Facebook, Twitter, LinkedIn, and Instagram. We find evidencefor distinct site-specific norms, such as differences in the language used inthe text of the profile self-description, and the kind of picture used asprofile image. By learning a model that robustly identifies the platform givena user's profile image (0.657--0.829 AUC) or self-description (0.608--0.847AUC), we confirm that users do adapt their behaviour to individual platforms inan identifiable and learnable manner. However, different genders and age groupsadapt their behaviour differently from each other, and these differences are,in general, consistent across different platforms. We show that differences insocial profile construction correspond to differences in how formal or informalthe platform is.

Wearing Many (Social) Hats: How Different are Your Different Social Network Personae?