Early research on online self-presentation mostly focused on identity constructions in anonymous online environments. Such studies found that individuals tended to engage in role-play games and anti-normative behaviors in the online world. More recent studies have examined identity performance in less anonymous online settings such as Internet dating sites and reported different findings. The present study investigates identity construction on Facebook, a newly emerged nonymous online environment. Based on content analysis of 63 Facebook accounts, we find that the identities produced in this nonymous environment differ from those constructed in the anonymous online environments previously reported. Facebook users predominantly claim their identities implicitly rather than explicitly; they ‘‘show rather than tell” and stress group and consumer identities over personally narrated ones. The characteristics of such identities are described and the implications of this finding are discussed. Published by Elsevier Ltd.