This article discusses the social problems of communication in social networks that provide a platform and tools for the formation of a virtual network identity. The features of the behavior of users of social networks and the tactics of their self-presentation when constructing a personal network profi le are described. It is argued that in the process of social communication, people present diff erent versions of themselves depending on their audience and adapting their own self-presentation to the perceived values and preferences of the interlocutors.
