Social Networks and new media are changing interpersonal relationships (Bauman, 2000) and values play a new role in the SN users identity construction. The aim of the study is to demonstrate that identity and the values are connected concepts both in real and virtual life. Which kind of interaction and continuity of personal Self is possible in SN? According to the Ego Identification Square model (Trentini, 2001), through a descriptive-exploratory research on "avatars personal identity" (2 focus group, 10 interviews, on line survey: 600 SN users), the study highlights the more relevant Ego view to the Self meaning. The hypotheses consider the four Ego Voices in which it is possible to divide the Ego functions (Super Ego/ Ideal Ego/Ego Ideal/Idealised Ego) and understand which of these represent the cyberconsumers identity and their behaviour in the personal web profile. The research results show Ideal Ego/Ego Ideal predominance: the individuality within a social tool.