Mastering the challenge of balancing self-disclosure and privacy in social media

•The decision to self-disclose is multidimensional and complex as it is based on the anticipation of gratifications and negative outcomes.•Users have a strong motivation to protect their privacy which is rooted in fundamental human needs.•On the one hand, users of social media struggle to maintain their privacy but on the other hand, they strive to self-disclose to their advantage.•Users should be supported by, for example, technological solutions that help to balance the individual need for privacy and the urge to disclose.