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Social media sites, such as Facebook, present the potential for people to organise connections with acquaintances from all walks of life within a single site. This can lead to context collapse, a flattening of the boundaries that generally separate audiences for self-expression. Drawing on literature about young people’s social media use and my research with LGBTQ early adults, I will discuss how context collapse is experienced as an event through which individuals can intentionally redefine themselves across audiences or manage identity expressions received by unintended audiences. Possible strategies for reinstating contexts on social media will also be explored in this presentation.