How do you manage your online personae?

Do you project different personae in different social media sites (or different accounts on the same site*), or are you always pretty much the same? Outside of online role-playing games, have you ever tried to deliberately create online personae or characters that were different from how you are in real life? If so, have you ever had difficulty maintaining the continuity or distinctness of these personae?

*I am shocked, shocked to learn that some jellies have multiple accounts…