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Social media, asthe fifth estate, increasingly influence public dis-courses and play a major role in shaping public opinion.Undoubt-edly, they have the potential to promote participation and democra-cy. On the other side, they also constitute a risk for democratic soci-eties, as the spread of hate speech and fake news has shown. As aresponse,forms of counterspeech organisedby civil society have emerged in social media to counter the normalisation of hate speech and democracy-threateningdiscourses. In order to influence dis-course in social media in terms of the fifth estate, counterspeech campaigns must be visible alsoquantitatively. In this ethnographic contrastive study, I analysed the activitiesof the German and Finn-ish Facebook groups of the network #iamhere international. The in-tensity and continuity of their activities is obviously influenced by their strategic organisation: conventionalised rules support them whereas lacking or inconsequent rules seemed to be counterpro-ductive.
In this article, we build on research arguing that linguistic self-representation on social media can be viewed as a form of face-work and that the strategies employed by users are influenced by both a desire to connect with others and a need to preserve privacy. Drawing on our own analyses of usernames as well as that of others which were conducted as part of a large-scale project investigating usernames in 14 languages (Schlobinski/T. Siever 2018a), we argue that these conflicting goals of wanting to be recognised as an authentic member of an in-group while retaining a degree of anonymity are also observable in the choice of username. Online self-naming can thus be viewed as a key practice in the debate of face-work on social media platforms, because names and naming strategies can be studied more readily than broader and more complex aspects, such as stylistic variation or text-image interdependence, while at the same time forming part of these.