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The aim of the article is to support scientists in managing their online presence. In this article, online presence is considered to be a part of scientists' overall self-presentation strategy, thus necessitating a complex, holistic approach. Therefore self-presentation is first discussed on the basis of the impression management theory by Erving Goffman. Previous empirical studies are then used to apply the theory to the management of Internet presentation, with focus on scientists' professional online presence. Grounded in existing empirical research and using the impression management theory, a framework is derived identifying key issues of the management of scientists' online profiles. The framework is a pragmatic instrument that supports strategic development of scientists Internet presence. At the same time, the identified factors can provide a foundation for structured yet holistic research into online self-presentation.