Advanced thinking around social media may exist on an organizational level, but on an individual level there exists a need to catch up, as the psychological dimensions of going online are significant and deserve consideration. Inherent to the experience of using social media is the self selection of favorable material to represent the individual. This process is cumulative, and effectively creates a socially-derived and socially-driven, composite online image ('social avatar'). Humans notably select their best aspects for presentation to others and the social avatar reflects this tendency, effectively facilitating the creation of a 'gap' between online image (representation) and offline identity (substance). The creation of a social avatar should therefore be an important and conscious consideration for all users of social media, not just those individuals already struggling with the task of integrating the multiple facets which make up modern personal identity. Social avatars appear to be an important factor in understanding the inherent potential for social media to affect the psyche/contribute to psychopathology within the individual.

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The first avatars (used to represent the self on computers) used basic animation. However, online social arenas are sophisticated. By selectively posting written/visual material, individuals can self-manage image, effectively creating a social avatar. While there is growing awareness of the need to distinguish between 'private' and 'public' aspects of posted material, the psychological effects of social avatars are unrecognised. The selective creation and maintenance of a social avatar is most likely to affect individuals who already struggle to integrate aspects of their personality, behaviour and psyche. This opportunity for further compartmentalisation therefore reinforces divisions in the self, with unhelpful consequences.

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