Social media doesn’t need to be what it has come to be. Social media is young, growth comes with pains, and we should keep questioning assumptions and push this new media to new limits. My first post here on the Snapchat blog, fittingly, questioned the assumed permanence of social media content. Permanent content is just one option, a choice with far-ranging implications, and it isn’t necessary. Here, I’d like to think about one major consequence of permanence: the social media profile.