The rise of the social web shifts personal identity management
to the online world. As a result, personal information
is persistently available to all of a user's contacts without
distinguishing between di erent contexts such as Work and
Leisure. Personal information being available to audiences
outside the intended context violates contextual integrity
and poses a threat to users' privacy. We argue that a formal
description and a conceptualization of the problem scope is
required to systematically address current challenges of personal
identity management in online social settings. Based
thereupon, we propose assisted social identity management
to support the user in nding segregated audiences among
his contacts as a rst step to advance from the current situation
and sketch further improvements. We evaluate our
approach using real-world data, demonstrating the feasibility
of our proposal.