This presentation considers the role of traditional social networks and the role of IAs in addressing the challenges that arise when designing and using online social networks. The presentation discusses philosophical approaches to sharing the self, how this relates to offline social networks and human interactions in different contexts, and provides guidance on how online social networking tools can be designed to support these relationships. The presentation is aimed at IAs who are designing, building or using social networks, who also recognise that their design choices, philosophy and ethical background have a fundamental impact on user experience.